According to a message, Tikkok succeeds in achieving organically high ranges with creative and target group -specific content – without any advertising budget and with a still comparatively young community. Since the start of the Tikok Canal in October 2023, several hundred thousand users have already been reached.
The content is said to address women between the ages of 18 and 34. Formats such as the “Friday Fit Check”, the “Gen Z Tour” or humorous green screen videos should ensure high interactions and increasing brand binding.
“We produce our content almost exclusively internally – with cell phone, tripod, clip micro and a lot of creativity. Our close relationships with brand partners enable us to integrate their products into the content in a targeted manner,” explains Kathrin Fischer, Head of Marketing and supplier management at Goldkrone.
In addition to Tiktok, Bagmondo also relies on Instagram and Pinterest. While Pinterest with Moodboards and Product Recommendations, women between 25 and 44 years of age achieve, the structure on Instagram is more challenging due to the high competitive density. Nevertheless, the channel remains an integral part of the strategy: storytelling, product highlights and interactive formats should strengthen the community bond.
Support from service providers
In 2024, Bagmondo implemented the first influencer cooperations with content creators from the fields of trip, family and fashion-including with brands such as Samsonite and Reisenthel. In order to further professionalize influencer marketing, gold crown will work with a specialized service provider in the future. “Thanks to targeted filter functions, we can now identify suitable influencers faster and control campaigns more efficiently,” says Lena Scheib, manager e-commerce and marketing at gold crown. “The tool supports us throughout campaign management – from planning to implementation to reporting.”
Strategic social media and influencer marketing also works with a limited budget-if content is relevant, authentic and creative, the experience of the gold crown. “We have built up a base in a short time and would like to use this swing to further expand the range,” emphasizes Ralf Herzog, Head of Customers and Data at Goldkrone. In the next step, dealers should therefore also benefit from the digital expertise: The provision of ready-to-post advertising campaigns for Facebook and Instagram is planned to strengthen their local visibility.
