jean marc philippe tiktok strategy

Background: During my internship with Jean Marc Philippe, I worked on a TikTok content and advertising strategy project designed to support the brand’s expansion into the UK market. The project focused on identifying the strongest opportunity for reaching UK consumers through TikTok and developing a content strategy informed by TikTok ad performance analysis.

Opportunity: As Jean Marc Philippe expanded into the UK, the brand had the opportunity to build awareness and establish relevance with a new consumer market through a stronger social presence. Because TikTok had rapidly become one of the most influential discovery platforms among UK consumers, it created an opportunity for the brand to reach audiences in a more authentic and culturally relevant way.

Objective: The objective was to develop a TikTok-specific content and advertising strategy to increase brand awareness, engagement, and conversion among UK consumers.

Consumer Insight: Through TikTok ad analysis, we found that UK audiences responded most positively to creator-led content that felt authentic and native to the platform rather than highly polished traditional advertising. Videos featuring real people styling clothing, fast-paced transitions, trending audio, and interactive captions consistently drove stronger engagement and click-through behavior.

Strategy: We developed a TikTok-first content strategy informed by patterns observed across top-performing fashion ads targeting plus-size female UK consumers. The strategy emphasized creator-led content, trend participation, interactive engagement tactics, and native-feeling video formats designed to align with existing platform behaviors and improve audience engagement.

What interested me most about this project was using consumer engagement patterns and ad performance insights to shape a content strategy that aligned with how users naturally interact with content on TikTok rather than adapting traditional advertising for social media.