Campaign showcases table lamps in comedy, dance, and inspirational videos
LOS ANGELES – June 23, 2021 – Lamps Plus is among the brands that have jumped on the popularity of TikTok this year by partnering with some of the top creators. The company asked several popular TikTok creators from a variety of genres to feature a colorful lamp in a video that fits their style. The company’s best-selling Color Plus lamps recently made cameos in 26 popular U.S. TikTok creators’ videos, generating millions of views and strong engagement from viewers.
Residing throughout the United States, TikTok creators with broad interest content like daily life and humor, were selected for having audiences that index well with females over 35 years old, a primary customer demographic for Lamps Plus.
The creators were given a choice of over 100 Color Plus lamp colors, along with a transparent fillable lamp, and were encouraged to use the lamp prominently in a TikTok video that fits their content style to ensure authenticity and cohesiveness with their other videos. There were no requirements for the lamp use, dialogue, sound or music as long as the product placement was positive.
As a result, lamps were featured in entertaining and informative videos in content including comedy, dancing, lip sync dialogue, life hacks and home improvement tips. Hayley Orrantia, an actress on the hit ABC comedy series “The Goldbergs,” showed how she designed with her Color Plus lamp.
See all 26 TikTok creators with their lamps and TikTok video links: https://sites.google.com/view/lampsplus-tiktok-color-plus-21
“TikTok is not just for dancing teens. It is growing rapidly among 30-something and older viewers and creators. TikTok has been a great platform for our brand to reach the desired customer audience with talented creators making interesting videos,” said Lamps Plus Senior Vice President of Marketing and eCommerce Angela Hsu. “We like how each creator displayed their individual creative ideas and personalities. Creators also told us they like their lamp and it showed with their enthusiasm.”
For Lamps Plus, an attraction of TikTok is that nearly half, 47 percent of users, say they’ve bought a product or service based on a TikTok creator recommendation, according to The Harris Poll.
Though still primarily used by younger generations, according to Forbes, TikTok is growing among older audiences as more videos are created with parental and marital tips and humor. Hashtags like #family and #dad are becoming more predominant. While 48 percent of 18-29 year olds use TikTok, 30 percent in the 30-64 age bracket also use the platform, according to the Pew Research Center.
With TikTok, users watch not only accounts they follow but videos and creators recommended to them through their “For You Page” based on the TikTok algorithm.
“TikTok is a different platform for home furnishing brands like ours because a beautiful interior image doesn’t work on TikTok like it does on Instagram. A TikTok video must immediately garner the viewer’s attention, offer an entertaining or informative story or takeaway and a satisfying conclusion to capture and retain the viewer’s attention for the video’s duration,” Hsu said. “We reminded creators in our campaign that TikTok’s motto is ‘Don’t make ads; make TikToks.’ The right approach to TikTok for brands is to allow some creative freedom for creators.”
TikTok, which was the most downloaded app of 2020, according to App Annie, continues to remain popular and has 100 million U.S. users who are highly engaged.
Color Plus lamps are popular top-selling products from Lamps Plus. Each is made-to-order and assembled by skilled artisans in Lamps Plus’ Los Angeles headquarters workshop. Over 100 designer colors are available on a range of lamp bases, including a classic urn base and midcentury modern influenced designs. A set of two Color Plus candle holders is also available.
About Lamps Plus
Established in 1976 and headquartered in Los Angeles, Lamps Plus is the nation’s largest specialty lighting retailer, operating a thriving e-commerce business, LampsPlus.com, along with 36 stores in the western United States. Lamps Plus carries a full range of lighting and home furnishings, including exclusive patented designs and artisan-made customizable shades and lamps. The company’s American Lighting Association-trained staff provides expert advice. For photos of all 26 TikTok creators and graphics, visit this Dropbox folder.
Media Contact:
Eric Wein
Lamps Plus
EWein@LampsPlus.com