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Styled to Go Viral: How Charles & Keith Made Luxury Feel TikTok-Ready

CASE STUDY: Charles & Keith 2024

Styled to Go Viral: How Charles & Keith Made Luxury Feel TikTok-Ready

1.24+ Million Views

Styled to Go Viral: How Charles & Keith Made Luxury Feel TikTok-Ready

CASE STUDY: Charles & Keith 2024

Styled to Go Viral: How Charles & Keith Made Luxury Feel TikTok-Ready

1.24+ Million Views

4 Creators

2.14% Engagement Rate

1.24+ Million Views

Jan 2024

2.14% Engagement Rate

1.24+ Million Views

Jan 2024

4 Creators

The Challenge

Charles & Keith set out to increase its cultural footprint and drive engagement across two style-conscious regions: the UK and USA. Known for accessible luxury and refined design, the brand needed to reach younger, digital-first consumers without compromising its polished, elevated image.

The challenge was twofold:
1. Make product drops feel fresh and aspirational through creator-led storytelling.
2. Leverage platform-native content, especially on TikTok to showcase versatility while generating top-of-funnel buzz and purchase intent.

With strict visual guidelines and a strong emphasis on brand identity, Charles & Keith needed a campaign that blended creativity with control.

The Solution

What We Did: Creator Curation Meets Platform-First Styling

To bring Charles & Keith’s latest bags to life, we activated a tight creator set of four high-performing influencers in the UK and the US. Each creator was carefully selected based on their audience alignment, content quality, and ability to reflect clean, modern fashion aesthetics.

Creators were provided with a detailed brief covering:
Unboxing segments to build anticipation
Product close-ups for a high-touch luxury feel
Three styled looks, showing off how the bag could transition from errands to events
Call-to-action scripts, encouraging viewers to shop and use an exclusive 15% discount code

Each video followed a clearly defined narrative arc:
1. “Look what just arrived…”
2. Product demo + close-ups
3. 3-in-1 outfit styling (GRWM format)
4. CTA + discount offer

To maximise visual impact, creators shot content in minimal indoor spaces with natural lighting, keeping the product front and centre. Final videos went live on TikTok and Instagram Reels, supported by hashtags and strategic tagging to boost organic discoverability.

The tone? Effortless elegance meets trend-aware energy.

The Results

Results That Turned Heads:

The Charles & Keith creator campaign delivered impressive top-of-funnel results and strong cross-platform resonance:

🎥 1.24M+ organic views across TikTok and Instagram
📈 2.14% engagement rate, outperforming fashion benchmark averages
💼 4 live creator assets featuring unboxing, styling, and product storytelling
🌍 Target reach across UK and US, helping Charles & Keith tap into Gen Z and Millennial audiences
🔥 Breakout creators @sophieway and @chrishanxoxo drove standout engagement, with viewers commenting on how “elevated” and “wearable” the bags looked
💬 Viewer feedback highlighted styling inspiration, outfit ideas, and increased product search intent

This campaign successfully blended aspirational aesthetics with real-world styling, making Charles & Keith feel both luxurious and attainable. By leaning into creator storytelling and high-production visuals, the brand achieved meaningful engagement and reinforced its place in the wardrobes (and TikToks) of modern fashion lovers.

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