Content media

David’s Bridal marries content and commerce on TikTok

David’s bride has already reached more than 16 million consumers through a new buyable video campaign on ICT Taccreated in partnership with his digital agency January Digital and digital advertising platform KERV Interactive.

Launched in June 2022, the campaign incorporates commerce-focused content into TikTok’s Collection Ads format, which allows users to view and purchase 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 providing a seamless shopping experience.

The initial campaign focused on a selection of products from the David’s Bridal catalog, including wedding dresses, evening dresses, shoes and accessories. The company said it will explore expanding the assortment of products it showcases in TikTok ads in the future, after evaluating 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 positive, but also meet them where they shop,” said Kelly Cook, Chief Marketing and Technology Officer at information at David’s Bridal in a press release. “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 grow if customers and employees enjoy the content.

The new TikTok buyable content campaign is part of David’s Bridal’s ongoing digital transformation, which includes a new mobile scheduling app, the addition of 24/7 customer service, the launch of the Diamond Loyalty membership and recent acquisitions of online wedding resources. married forever and Anomaly.

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

Other retailers that have made inroads into the world of purchasable content include:

  • Albertsons companieswhich has partnered with short-form video platform Firework to deliver a shoppable live video experience on the websites of many of its grocery banners, including Albertson, Acme, kings and Safeway; and
  • walmartwhich recently unveiled a number of purchasable content activations, including a partnership with TalkShopLive, a collaboration with So Yummy, a content series with magazine publisher Meredith, and hosting Twitter’s first-ever purchasable livestream.

“Brands and agencies are quickly realizing they have a huge opportunity to engage with more people than ever before through immersive video experiences that connect content to commerce,” said Marika Roque, COO of KERV in a communicated. “Interactive and buyable video is growing from a small part of an agency’s media buy to a must buy, especially as budgets may be constrained with an economic downturn ahead.”