OTTO — Germany’s biggest e-commerce platform — is still best known as a catalog on every granny’s coffee table. So how do we connect OTTO with young people on TikTok and stay true to what’s most important to them: authenticity?
By putting our egos on the sidelines, leaving the stage to Germany’s five most successful content creators and letting them do what they do best: authentic content. No briefing at all, just lots of creative freedom. We built them a huge digital playground and stuffed a warehouse full of sets, tools, gadgets and a ton of adidas Originals products.
And guess what, it worked. In the end we had: Five extremely impressed creators, a super impressed community and very impressive numbers. Over 90 million impressions, 6 million users reached and about an 80% increase in followers for OTTO. But most importantly: Content that’s finally authentic! Turns out, if you put brands that know who they are together with people that know what they are doing, you get realness — with kudos from the most creative generation so far.
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