Ganni: localising TikTok social content to support the brand and retail in the US

Replicating a French campaign as it is does not work on the US market. For Ganni, tigrz designed a local TikTok set-up, carried by American creators, connected to the retail network and measured through to sales.

The context: establishing the brand in a competitive market

The US is a key market for Ganni’s growth, where the brand must gain visibility and desirability against dense competition. The early-2026 reporting focuses on TikTok, with a twofold objective: introduce the brand to a qualified local audience and put two iconic bags from its leather goods range back in the spotlight.

For tigrz, the question was not how to translate a campaign, but what this market expects from brand content: platform-native codes, local faces and places, and a clear link with points of sale.

The approach: a local, TikTok-native, full-funnel strategy

• The choice of platform: TikTok, for its ability to reach the brand’s future customers efficiently.
• The casting: micro-creators based in Los Angeles and New York, two cities that are strategic for the brand’s e-commerce and retail network, chosen for their closeness to the Ganni spirit and look.
• The content: full looks that showcase the iconic bags, in everyday consumption formats such as “Get Ready With Me”, so that advertising blends into the platform’s codes.
• Audience planning: a target built around the brand’s persona, the “Ganni girl”.

The set-up: from brand content to sales, via the store

tigrz organised the set-up from discovery to conversion. Discovery targets local reach and desirability. Consideration tracks intent signals, such as add-to-carts. Conversion checks that the activation can generate direct sales.

Creator content is used as advertising creative, alongside more traditional brand content. Part of the set-up is geo-targeted on selected cities, to make the brand feel more accessible and encourage store visits. It is part of a broader approach to store-focused content, for example around the New York boutique.

tigrz’s role: defining the full-funnel architecture, the casting and the audience planning, steering delivery and deciding optimisations based on each creator’s performance. This approach draws on our creation and influence expertise and our approach to the US market.

Shareable results and learnings

• Local reach among an American audience, achieved at a controlled cost.
• Measurable intent signals: the content generated add-to-carts, showing that it moves the audience closer to purchase.
• Sales directly attributed to the activation, giving a first proof of commercial contribution.
• For an equal investment, clearly higher engagement for creator content than for conventional brand videos.
• Highly variable performance from one creator to another: choosing and monitoring profiles is an optimisation lever in its own right.

These results are read in platform attribution. They are a proof of concept for an always-on approach, not an overall commercial assessment of the brand in the US.

What the case demonstrates

The case illustrates our approach: testing an opportunity, measuring its contribution, understanding the conditions for success, then deciding on a larger-scale rollout. It also shows that an international strategy relies on creators, places and products specific to each market, not on a simple copy of the French campaign. See also our article on influence and performance.