Flannels x Gucci
Submitted by MG Empower

FLANNELS x Gucci Holiday Wishlist TikTok Influencer Campaign

Influencer Marketing

MG Empower cast UK fashion influencers on TikTok to make FLANNELS the holiday destination for a Gucci gift wish-list, and reports 181% more TikTok views than target.

+2.4%Engagement Rate
99%Positive Sentiment

Case in 60 seconds

FLANNELS needed UK audiences to buy Gucci gifts through its own website in the lead-up to the holiday season, so the content had to carry viewers through to purchase rather than stop at inspiration.

Holiday gift buyers act on a look they can picture themselves wearing, so the page frames the work around influencers who could guide followers to re-create a statement look rather than simply admire it.

MG Empower designed a holiday wish-list of Gucci gifts with FLANNELS and Gucci, bridging digital and IRL with content that invited viewers to re-create a statement look by shopping with FLANNELS.

Established and emerging UK-based fashion influencers filmed Devil Wears Prada-esque montages on TikTok from Gucci showrooms around the world, spotlighting Gucci clothes and accessories, and the videos were then shared via Instagram to amplify engagement.

MG Empower reports 99% positive sentiment, 181% more views on TikTok than target and a 2.4% engagement rate, and says the campaign produced a sales boost for FLANNELS and Gucci without publishing a sales figure.

Strategy Breakdown

UK audiences shopping for holiday gifts, reached through the followers of established and emerging UK-based fashion influencers on TikTok.
A retailer selling Gucci has to make itself the place shoppers buy the label, so the brief tied the videos to traffic to the FLANNELS website rather than to Gucci in general.
FLANNELS acts as the shopping destination while Gucci supplies the product, so the wish-list framing positions the retailer as the curator of Gucci gifts for the holiday season.
The page casts influencers as guides who educate, motivate and walk followers through the journey to purchase, because a styled look viewers can re-create gives them a reason to shop rather than only watch.

Creative & Execution System

Assets & channels

  • TikTok
  • Instagram

Partners

  • MG Empower

Results & Evidence

MetricValue
Engagement Rate+2.4%
Positive Sentiment99% positive sentiment

Why MG Empower's strategy worked

  1. 1

    Casting established and emerging influencers together lets a retailer pair reach with relatability, because the page treats a diverse range of voices as the route to guiding followers towards purchase rather than as decoration.

  2. 2

    Content built around a look viewers can re-create gives a gift list a concrete next step, so the montage format carries a product selection towards a purchase rather than leaving it as a gallery.

  3. 3

    Sharing the TikTok videos via Instagram extends one production run across a second network, which the agency credits with increased engagement while publishing no separate Instagram figure.

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