Morrisons has launched a new TikTok channel to promote its clothing brand, Nutmeg.
The supermarket has worked with Leeds agency Live & Breathe on the campaign, to boost its “growth, awareness and relevance” among fashion consumers.
Live & Breathe is behind the Nutmeg Instagram account and grew followers by 20% last year and Morrisons is hoping it will replicate this success on TikTok.
“We’re very excited to be launching our clothing brand Nutmeg on TikTok. We know that lots of our customers are using the channel for their fashion inspiration and we look forward to sharing our latest collection with them,” said Megan Fisher, Marketing Manager, Morrisons.
READ MORE – The Prolific North Top 50 Integrated Agencies 2024
The agency has come up with a strategy to expand the brand to new audiences and nurture existing customers, with the overall aim being to convert social media traffic to sales. This will involve working with brand ambassadors and prioritising entertainment.
“The new Nutmeg TikTok channel will expand the brand’s reach, connecting it to more budget-friendly fashion buyers than ever before. The strategy focuses on the power of brand ambassadors on TikTok, combining owned channel content with recognisable voices in the space,” explained Shauna Cook, Senior Social Media Manager, L&B.
“Our aim with this strategy is for viewers to talk about Nutmeg, buy Nutmeg and love Nutmeg. We’re very proud of the hard work of the Nutmeg team to get the channel up and running and will hopefully be reporting some fantastic engagement results soon.”
