Rewarded for its bold and offbeat strategy implemented this year for BUT, the French furniture giant, the Ekstend Group creative agency is delighted that this very “punk” project has reached both the young target but also professionals in the world of communication.
At the origin of this successful collaboration, BUT, which is struggling a little at the beginning of 2024 to connect with the young target present on TikTok. The brand therefore entrusts the keys to its account to Sweet Punk and gives it carte blanche.
Between relevance and impertinence, the design work carried out by the creative teams is inspired by the methodologies used in standup. It skilfully combines the work of identifying behaviors and lifestyles, to be transcribed using humorous means such as vanity or parody.
With “My house, my rules” as its flagship concept, the brand takes advantage of the freedom of self-mockery offered by Tiktok (and Sweet Punk from that granted by BUT), to have fun, with young people, about the difficulties they face. encounter when it comes to equipping oneself.
Nathan, the somewhat lost decoration student, becomes the hero of the account and the brand establishes itself in the hearts of GenZ.
Results in one year:
+60K subscribers
272K engagements
12 million views
3.78% average engagement rate
Related News :