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TikTok has become a fertile ground for many major brands, with Balenciaga being a prime example. With its high-end and iconic fashion style, Balenciaga has leveraged the power of TikTok to reach young people, building an image that is luxurious yet more relatable to the community. This article by Adsupport will give you an overview of Balenciaga TikTok ads, the notable strategies, and the impact they create in the fashion industry.
In the context of fierce competition in the luxury fashion industry, selecting the right advertising platform is crucial for maintaining the brand image and expanding the customer base. Balenciaga quickly grasped the trend, making TikTok its strategic advertising channel. This is not only because it’s the social network favored by the younger generation, but also because TikTok offers superior advantages in content formats, virality, and performance measurement that other channels can hardly match.
Balenciaga views TikTok not just as an entertainment app but as a cultural channel where Gen Z and Millennials shape style, trends, and purchasing behavior. Appearing on TikTok helps the brand reach young customers with short, easily shareable videos that are both high fashion and relatable, fitting the spirit of the digital age.
TikTok offers several prominent ad formats like TopView, Brand Takeover, Spark Ads. These formats enable Balenciaga to achieve strong brand coverage as soon as users open the app. In particular, their Christmas season campaign with TopView ads featuring direct shoppable functionality helped Balenciaga both enhance brand recognition and effectively drive conversions.
Unlike static ads on traditional channels, TikTok allows Balenciaga to deliver a vivid experience through livestreams of backstage access, post-show content, or creative content from KOLs/creators. Viewers feel like they are directly participating in the fashion narrative, rather than just observing from afar. This is a factor that helps the brand both maintain its artistry and expand its admiring community.
Following several media incidents, TikTok became an ideal channel for Balenciaga to reconnect with the public. By posting relatable content, focusing on products, and collaborating with influencers, the brand could adjust its messaging and quickly receive feedback from the community. Thanks to this, Balenciaga both solidified its brand image and regained customer trust.
TikTok is not only a promotional platform but also a commercial channel due to its detailed measurement capabilities. Metrics on views, engagement, or direct revenue from TopView or Branded Effect ads help Balenciaga accurately assess ROI. This is the basis for the brand’s long-term investment and its view of TikTok as a crucial strategic channel.
Balenciaga has leveraged TikTok as a key channel to increase brand awareness and activate sales by combining high-impact ad formats like TopView and Brand Takeover with shoppable experiences. Their holiday season campaign in some European markets is a classic example: Balenciaga ran TopView with shoppable links – grabbing attention as soon as the user opened the app and leading directly to the product page – then extended with Brand Takeover to increase coverage.
The brand chooses TopView because it’s a full-screen format, audio is auto-on, and it allows for attaching a product link – perfect for the goal of making a strong impression while shortening the customer journey. Combined with clear CTA tags, this strategy converts views into clicks and sales faster than mere recognition ads.
After the initial activation with TopView, Balenciaga expanded its frequency with Brand Takeover in strategic markets to “nail” the brand message in the viewers’ minds. Using both high-impact formats simultaneously helps them both attract attention and solidify brand perception in the short term.
Balenciaga’s ad content on TikTok is not just beautiful clips—they produce videos with fast pacing, eye-catching frames, and clear CTAs (e.g., “Shop now,” “Explore collection”). The message often emphasizes a specific product with a shoppable link, making the ad both artistic and easily convertible.
Balenciaga’s campaigns utilize analytics from Ads Manager to refine the audience, distribution timing, and creative. This approach helps prioritize the budget for the audience segment that yields the best ROAS – an essential factor when deploying expensive formats like TopView/Brand Takeover. (Source: TikTok Ads practice overview).
Balenciaga once experienced a major media crisis related to some previous campaigns; the aftermath forced the brand to review its creative process and crisis communication. This experience led Balenciaga to carefully consider its ad content, especially on a platform with high virality like TikTok, balancing attention-grabbing appeal with brand safety.
In addition to official ads, Balenciaga collaborates with creators to disseminate content more organically, leveraging the power of UGC to increase credibility and reach. This helps the campaign look less “ads” and more friendly to the TikTok algorithm, while expanding reach to niche communities.
The brand doesn’t stop at basic ad formats; it also fully exploits TikTok’s unique tools, such as Spark Ads, AR effects, and collaborations with influencers, to spread its message. Thanks to this, Balenciaga both maintains its high-end image and creates a more relatable, engaging experience with the young user community.
Balenciaga often utilizes the TopView format (full-screen ad that appears as soon as the user opens TikTok) and sometimes combines it with Brand Takeover to create a strong impression, convey the campaign message, and direct viewers to the shopping page. These formats help them capture initial attention and drive direct traffic to the landing page or product page.
In parallel with premium placements, Balenciaga uses In-Feed Ads and Spark Ads to turn organic videos or creator-generated content into shoppable ads. This approach maintains an “organic” feel for the viewer but still enables a Call-to-Action (CTA) button leading directly to the product page, which is very suitable for the goal of both brand building and sales promotion.
Balenciaga frequently collaborates with celebrities and creators (e.g., Kim Kardashian in some recent campaigns) to amplify reach and increase product credibility. Using a celeb helps the content go viral easily and often results in a high volume of views and clicks, which Balenciaga has effectively leveraged in high-impact campaigns.
To encourage User-Generated Content (UGC), Balenciaga deploys Branded Effects/AR filters and even integrates campaign items into the interactive experience. Users can try on the filter, creating videos with the campaign’s products/ideas, which helps the message spread organically and increases the duration of brand interaction.
Balenciaga also uses TikTok to share backstage clips, short digital lookbooks, and excerpts from fashion shows. This content aligns with TikTok’s short format and helps the audience quickly and visually grasp the fashion house’s style and attitude. These videos are often used to lead viewers to the full collection on the website or in stores.
Balenciaga occasionally courts controversy through shocking or unconventional content, and TikTok becomes a channel where the community fiercely discusses it, both positively and negatively. Despite the risk, this type of controversial content provides the brand with strong visibility and a large volume of discussion, which can be skillfully managed to turn into a PR opportunity.
Balenciaga TikTok ads are not merely about appearing before users; they are an art of storytelling and creating a brand footprint within the young community. With creativity in content deployment and maximal utilization of advertising tools, Balenciaga has proven that TikTok is a potential channel for emotional connection, message dissemination, and asserting the position of a luxury fashion brand in the digital era.
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Frequently Asked Questions
TikTok is a platform that attracts a large number of young people – the target audience that Balenciaga aims for. With the strong virality of short videos, the brand can easily create trends, increase brand awareness, and build an image associated with creativity and being fashionable.
Balenciaga often deploys artistic, “unconventional” style videos along with campaigns in collaboration with influencers. Additionally, the brand leverages TikTok ad formats such as TopView, In-Feed Ads, and hashtag challenges to encourage community participation.
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