Danish furniture retailer JYSK has announced its official launch on social media platform TikTok following a successful trial period.
JYSK recently conducted a test phase, where it has had ‘very promising’ results. “TikTok is very different to other social media platforms that JYSK is using,” the retailer said.
On Meta platforms the JYSK brand is ‘very professional’, while on TikTok it is more authentic and it is possible to react to new trends almost from day to day, while other platforms have longer production time.
“On TikTok, we can engage with our customers on a more personal level and respond directly to what they want. We dedicate a lot of time to understand their behaviour on the platform so we can create content that resonates with them. This is a big advantage as many trends are born on TikTok,” says Emma Topp Daugaard, Content Specialist.
So far, the decision is that everything should be run from a global perspective. However, from the newly started financial year as a start six countries will run paid targeted advertising on TikTok as part of their media mix.
The work with TikTok is split into two different parts. Organic and paid content. The organic part is only in English and is focusing on inspiration and entertainment. It is also here, JYSK has had some viral products like KRISTIAN the artificial flower which got almost a million views and was sold out everywhere.
“We showcase products within a themed, inspiring context, rather than using a “buy now” approach,” says Emma.
The paid content will be focused on the six markets including Denmark, Poland, Romania, Bulgaria, Greece, and Spain. Here, there will be a mix between the same concepts as for the organic part as well as more product oriented content with focus on trends.
The mix will depend on the local need and is targeted the customers between 18 and 35 years, who are more difficult to reach on other social media platforms.
“We believe that TikTok is the right platform to reach this target group through entertaining, relatable, and inspiring content. For now, we have defined a clear strategy, however, the platform is constantly evolving, which is why we must continuously adjust the strategy to this development,” says Sara Horsted Berthelsen, TikTok Specialist.
