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David’s Bridal Marries Content and Commerce on TikTok

David's Bridal has already reached 16 million consumers with its new shoppable video campaign on TikTok.

David’s Bridal has already reached more than 16 million consumers through a new shoppable video campaign on TikTok, created in partnership with its digital agency January Digital and digital advertising platform KERV Interactive.

Launched in June 2022, the campaign integrates commerce-driven content into TikTok’s Collection Ads format, which allows users to view and shop products directly on the social platform. The KERV TikTok integration allows David’s Bridal to easily automate and optimize this shoppable content, with the goal of capturing shoppers early in their journey and delivering a seamless shopping experience.

The initial campaign focused on a selection of products from the David’s Bridal catalog, including bridal gowns, party dresses, shoes and accessories. The company said it will explore widening the assortment of products it features in TikTok ads in the future, after assessing the performance and user engagement of the current campaign.

“We are always exploring innovative solutions that not only make our customers’ shopping experience with us a positive one, but also meet them where they are shopping,” said Kelly Cook, Chief Marketing and IT Officer at David’s Bridal in a statement. “We know our customers are on TikTok and they love it. Our Dream Makers (our amazing employees) also have a passion for TikTok. It’s a natural place for us to expand if customers and employees enjoy the content.”

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The new TikTok shoppable content campaign is part of David’s Bridal’s ongoing digital transformation, which has included a new mobile planning app, the addition of 24/7 customer service, the launch of the Diamond Loyalty membership program and the recent acquisitions of online wedding resources Forever Bride and Anomalie.

David’s Bridal isn’t alone in turning to shoppable content to bolster marketing efforts, particularly because engagement levels on this kind of advertising tend to be higher than other forms of digital marketing. A recent study from KERV revealed that 50% of 90 million unique users exposed to interactive video ads served from its platform within a six-month period engaged with the content. The most engaging content categories were style and fashion, food and beverage, and home and garden.

Other retailers that have made forays into the world of shoppable content include:

  • Albertsons Companies, which teamed up with short-form video platform Firework to bring a shoppable livestream video experience to the websites of several of its banner grocery brands, including AlbertsonsAcmeKings and Safeway; and
  • Walmart, which has unveiled a number of shoppable content activations recently, including a partnership with TalkShopLive, a collaboration with So Yummy, a content series with magazine publisher Meredith and hosting Twitter’s first-ever shoppable livestream.

“Brands and agencies are quickly realizing they have a massive opportunity to engage with more people than ever before through immersive video experiences that connect content with commerce,” said Marika Roque, COO of KERV in a statement. “Interactive and shoppable video are shifting from a small portion of an agency’s media buy to being a must buy, especially as budgets may be constrained with a forthcoming economic downturn.”

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