How GymShark is targeting Generation Z with TikTok ?

Before starting it is important to explain TikTok with some numbers. TikTok is available in over 150 countries, has over 1 billion users, over 2 billion downloads, and over 100 million active users in the United States alone (Doyle, 2020). The 850 million monthly users spend approximately 60 min per day using the app, which is considerable (Doyle, 2020).

(Airnow 2020)

Therefore TikTok is a great place for brands and marketers. There are currently three options for promotion:

1. Create your brands' videos relevant to your business

2. Use influencers to open your content to a much broader audience

3. Use TikTok’s advertising campaigns

Gymshark on TikTok it is: 1.8 million subscribers, 26.4 million likes, in short Gymshark is a TikTok staple. The British sportswear brand's account is even more interesting because they understand that TikTok is an incredible opportunity to increase their visibility and attract new customers.

One of their main success in this app is their ability to create :

• A well-defined niche: the sportswear brand has chosen a very specific type of content that matches both its field of activity and its values: short sports videos. The advantage of this type of content is that it is enjoying exponential success on the platform, as TikTok is known for.

• Its own branded hashtag: Gymshark boasts its hashtag #gymshark used 929 million times on TikTok by users wearing branded clothing. Needless to say, the benefits of User Generated Content (UGC) is the strategy of Gymshark to keep people aware of the brand, without cost and without doing anything.

• A reposting strategy: if so many users use #gymshark, it is because the clothing brand posts the best videos on its account. Thus, it represents great visibility and an incredible opportunity for users to be featured and to buzz in front of the 1.8 million Gymshark’s subscribers. The perfect occasion for a generation Z in search of likes and recognition. This is all the more profitable for the brand, which therefore does not have to worry about its video content generated automatically by subscribers. (Sivignon, 2020)
  

Gymshark has created the « 66 Day Change Your Life » challenge which runs for approximately 2 months and used 6 influencers to promote the challenge. The influencers used their TikTok accounts to post videos related to the campaign, which targeted 19.8 million users and received a total of nearly 2 million likes and over 12,000 comments. The campaign’s hashtag was viewed 45.5 million times.

Gymshark’s success on Tiktok shows how incredible is this social media for businesses when used as a marketing tool. Given the current popularity of this social media, Gymshark is one more time a visionary brand, by adapting itself easily in a world where everything changes quickly.

Airnow. (October 2, 2020). Number of TikTok downloads from the Apple App Store worldwide in September 2020, by country (in 1,000s) [Graph]. In Statista. Retrieved November 21, 2020, from https://www-statista-com.skema.idm.oclc.org/statistics/1090587/tiktok-ios-downloads-country/

Doyle, B. (2020, September 23). 24 Inspiring Brands on TikTok to Fuel Your Creative Strategy. Retrieved November 21, 2020, from https://wallaroomedia.com/blog/social-media/tiktok-brands-examples-strategy/

Doyle, B. (2020, October 06). TikTok Statistics - Everything You Need to Know [Sept 2020 Update]. Retrieved

November 21, 2020, from https://wallaroomedia.com/blog/social-media/tiktok-statistics/

Sivignon, I. (2020, May 14). Voici 5 études de cas détaillées sur les marques qui ont percé sur TikTok. Retrieved November 21, 2020, from https://www.influenth.com/etudes-de-cas-marques-tiktok/