Claire’s has unveiled its new multi-channel ‘Get Pierced’ campaign to promote its ear piercing service.
The retailer’s promotion intends to tap into Generation Z audiences by creating a supporting TikTok series and by using content creators.
The TikTok ‘EarPrint’ collection features the likes of artists Dai Time and Alaya High, as well as influencer Kheris Rogers. The series was directed by digital creator Aaron Idelson and created using TikTok iPhone features.
The campaign comes as part of Kristian Patrick’s – the brand’s chief marketing officer – ambition to expand Claire’s reach into younger audiences. Her first campaign for the company, ‘Be the Most Festive’, was the brand’s first fully integrated campaign.
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“Ear piercing is at the center of what we do and it’s what immediately comes to mind when consumers think of our brand,” Patrick told The Drum.
“Claire’s is lucky enough to be a brand that so many people had the opportunity to experience during a memorable rite of passage like a first ear piercing”.
“With ’EarPrint’, we used a technique that felt authentic to the platform – which in this case was TikTok – and allowed our director, Aaron Idelson, to get creative with it and have fun.”
“We’re all about self-expression and aim to show that by continuing to have fun with the ways we show up in culture. For the ’EarPrint’ campaign, that meant [showing up] casually through the lens of an iPhone, but in other cases it can be more high-gloss and editorial in style.”
The CMO has also admitted to using a “youth panel” to help “modernize the ways that we show up in culture and to take stock in the things that we know they care about.”
