Original TikTok Videos
TikTok Creator Partnerships
Cuts is a premium men’s clothing brand specializing in T-shirts, sweatshirts, bottoms, and hats. The company’s goal is to provide clothing that is professional enough for work and stylish enough for a night out without sacrificing comfort.
In 2016, Cuts was created by Steven Borrelli when he found himself struggling to find the perfect t-shirt that had enough quality to be worn professionally at work yet also enough style for a night out.
No matter where we looked nothing fit the bill, so he took matters into his own hands by creating something new, a product you could be proud to wear anytime, anywhere, without sacrificing comfort.
The campaign assigned its ambassadors 1-2 TikTok videos per month each with a specific theme centered around a new product, collection, holiday, etc. Meanwhile, the partnership set out to build a group of creators to produce quality, brand-specific content.
The campaign goal was to grow each ambassador’s social presence and increase Cuts’ brand awareness on TikTok. Success for the partnership meant establishing a sustainable “content farm” of high-performing micro influencers to collectively produce 20-30 pieces of content with a 10%+ engagement rate and <$120 CPA.
@jeremyaustiin @cuts is my go to even on my travels! ✈️ Use my discount code 👉🏼 JEREMYAUSTIIN for 15% OFF! (Link in bio) 💙 #cutsclothing #cutsteam #madethecut ♬ Trampoline – Jauz Remix – SHAED
Research included niches with large male audiences, older audiences, and high-income audiences; influencer engagement rate; previous influencer partnership performance; other brands’ high-performing TikTok ad content; and influencers open to content in exchange for products.
Nano and micro influencers operated on a one-month trial basis. Their extension was dependent on campaign participation and execution of deliverables. Ambassadors produced 1-2 TikTok videos per month, each with Cuts-branded tags.
Partnerships used macro and celebrity influencers, while paid media used nano and micro influencers. Partnerships started as three-month paid deals (2-3 monthly videos with creative freedom) with most earning a contract extension. Paid media was a monthly recurring campaign that required 1-2 monthly videos following a specific campaign brief.
The Cuts team found it simple to track video performance across various campaigns. Paid media influencers could also easily select which products they wanted in exchange for monthly content.