How Novita turned crocheting into a phenomenon with TikTok?
For the campaign, the "Creatively Hooked (on crochet)" concept was developed, aiming to use influencer marketing to engage and inspire the audience with the ease of crocheting.
The "Creatively Hooked (on crochet)" concept served as the central theme of the campaign, where each influencer chose one crocheted accessory or garment to suit their personal style. The campaign aimed to communicate that every young person can use their creativity to influence their own style while acting responsibly.
Influencer content was distributed through paid advertising using TikTok's Video Views buying method, ensuring the content reached users genuinely interested in and consuming such content. From some influencers' content, users were directed to explore products in Novita's online store, while others were directed towards offline conversion.
The influencer content was authentic, and each influencer was able to crochet an accessory or garment that matched their skill level. The campaign's successful results are evident both in impressive figures and in practice. Crocheted accessories and garments made with Novita's instructions could be seen on festival-goers during summer 2024.
2,255,396 impressions
15,990 clicks to website
899 comments
7.48 sec average viewing time
For Novita, sustainable fashion is close to our hearts. With our Spring 2024 crochet campaign, we wanted to get as many people as possible to pick up a hook and create the season's trendiest clothes and accessories themselves.
Our goal for the collaboration with Troot was ambitious: we wanted to simultaneously reach a new target audience, pilot activities in a new channel, and execute the biggest marketing initiative of the spring. Troot's creatively (crochet)hooked influencer campaign met all our wishes and even exceeded them.
In addition to impressively high reach and engagement figures, we also gained valuable insights and new ideas for the future. The collaboration with Troot has been rewarding from the start – the team truly embraced our goals, found influencers suitable for our brand, and collaboratively developed a concept and content with them that genuinely resonated with the target audience. The campaign results speak for themselves!
