We look at how Kroger is using one of the fastest-growing social media apps to reach younger shoppers with its back-to-school promotion.
Reaching Gen Z
TikTok has emerged as one of the fastest growing apps in the US, with a new platform launched last year following the merger with musical.ly. As the international version of the Chinese short-form video app, Douyin, it’s similar to Snapchat and Vine in many respects. Users are encouraged to upload short, creative and quirky videos. Over half of the app’s users are in the 16-24 age group and are engaged with the platform, spending around 45 minutes per day in the app. Several brands have collaborated with the platform, often working with influencers, encouraging users to create their own content related to specific hashtags.
According to AdWeek, Kroger is encouraging users to post videos of their dorm room transformations, using the hashtag #TransformUrDorm. Users who engage can also access a dedicated brand page to shop for Kroger products. Kroger is reported to be the first brand to use this in-app shopping feature. The retailer worked with several TikTok influencers to post videos using the #TransformUrDorm hashtag.
Social selling evolution
This partnership highlights how social platforms are evolving to offer targeted advertising and frictionless purchases. These platforms enable brands to develop direct relationships with shoppers, often reaching new customer segments. We expect to see several social platforms develop into ‘super apps’, like WeChat in China, offering multiple services and playing a larger role in consumers’ lives. Often, the challenge for brands is spotting the winning platforms and securing the investment to test and learn.
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