Desigual was facing several challenges at the same time:

• Strengthening its positioning among younger generations, a key audience for the brand’s future growth.

• Increasing awareness within that segment, breaking away from existing stereotypes associated with the brand.

• Introducing the new Spring–Summer collection through an emotional and relevant narrative.

• Consolidating a long-term strategic partnership with its new global ambassador, Ester Expósito, in an authentic and credible way.

In this context, TikTok became a strategic channel to lead this shift in narrative.

The “Not a Doll” campaign was designed with a full-funnel approach, fully tailored to the TikTok ecosystem, both creatively and strategically.

Rather than repurposing assets from other channels, all creatives were developed specifically for TikTok, using native formats, platform-specific codes and organic FYP dynamics.

Phased strategic activation

• Pre-launch:
  The day before launch, a TopView was activated, generating massive impact and sparking conversation around the collaboration with Ester Expósito.

• Launch and scaling:
  Once the collection was unveiled, a mix of campaigns was activated:

  • Reach

  • Video Views

  • Product Sales / View Content

• Combining dynamic catalog content with TikTok-specific creative assets.

This approach made it possible to work simultaneously on:

Awareness and interest, purchase intent, and qualified traffic to the site, guiding users throughout the entire funnel.

Native creativity as a performance driver

The campaign focused on:

• Trends such as “what are you listening to” or GRWM,
• The use of creators, commentators and organic filming styles,
• Content that blended naturally into the feed, avoiding any sense of intrusive advertising.
  
  

The result: videos with real impact on awareness, engagement and performance. 

The strategy focused on the upper funnel managed to significantly outperform the brand’s benchmarks:

• +17 million unique users, a +4% increase vs. the previous campaign.

• 13,320,702 video views, +19% above benchmark.

• 15% VTR, 27% higher than the brand benchmark.

• 0.40% CTR, +30% above target.

In addition, the impact of the collaboration was immediate: three of the looks worn by Ester in the videos became global best sellers for weeks, proving TikTok’s ability to directly influence demand.

“Not a Doll” shows that when creativity is born on the platform, the strategy is full funnel and execution respects cultural codes, TikTok becomes much more than just an awareness channel.

The campaign not only rejuvenated brand perception and connected with new generations, but also turned that connection into tangible results, consolidating a long-term strategic partnership and positioning Desigual as a relevant, authentic brand aligned with the conversations that matter today.

And yes, that’s why it won a TikTok Award. It was no coincidence.