Penti: Invisible Like It's Not There

Penti, Turkey's leading hosiery brand, aimed to raise awareness for their "Invisible Like It's Not There" product line and make wearing stockings trendy.

Penti needed to differentiate its product in a competitive market and make stockings exciting and engaging, especially on a platform like TikTok, where creativity and user interaction are paramount. The challenge lay in crafting a campaign that would resonate with the TikTok community while highlighting the subtle yet impactful features of the stockings. Additionally, there was a need to overcome the technical limitations of advertising costs, particularly in filter development, and leverage TikTok’s features for maximum impact.

To meet the challenge, Penti tapped into the power of TikTok’s effects, a vital component of the platform's community culture. By recognizing that 1 in 4 TikTok videos incorporate effects, the brand developed a unique idea: using the stockings as part of a viral camera effect. The “Invisible Like It's Not There” stockings were not just a product but a part of a movement that blended fashion with digital creativity.

Penti launched a TikTok Hashtag Challenge inviting users to film themselves wearing the stockings and using phone camera filters that enhanced the stockings' effect. The filters provided a flawless visual result, making the stockings appear almost invisible. To amplify the campaign, Penti utilized TikTok's auction-based ad formats, including TopView, Branded Mission, and Spark Ads, alongside creator-driven content. This strategy helped the campaign reach a wider audience, encouraging user participation and engagement.

Penti’s "Invisible Like It's Not There" campaign successfully merged digital creativity with product innovation, creating a cultural moment on TikTok. By understanding the platform's unique language and leveraging its tools, Penti not only raised awareness and drove sales but also built a lasting connection with its audience.