TLDR Tech / Marketing
Loewe's TikTok strategy
Most brands approach social as a distribution channel for work they've already decided is good. Loewe approached it as the thing that makes audiences want to pay attention to the work in the first place. An iPhone video, pushed through heavy internal resistance, generated 40M organic views because audiences were saturated with content that looked expensive. Getting good content approved is usually more difficult than creating it, and the brands with the strongest social presence tend to be the ones that have built enough internal trust to move fast on a vibe without a strategy document to justify it.
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