Marshalls TIKTOK: FOR HARDCORE SHOPPERS ONLY

Discount retailer Marshalls had a unique challenge; to encourage new shoppers into stores that had a reputation for being disorganized while praising loyal shoppers or “Marshies” for their undying devotion to the brand. They also couldn’t mention the brand names they carried in any of their messaging. They leaned into organic social and saw millions of views from TikToks that were rooted in a simple insight: that most Marshalls shoppers liked the store as it was and were more into the thrill of the hunt and the thrill of the find than the actual look of the store. Over a 6-month period they released over 300+ TikTok Tok and community management posts that helped grow average consumer engagement to over 10k likes per post, in some cases topping out at over a million views per post. Hear the roar of the hardcore! Click on images to see examples.