Swedish superstar Zara Larsson will host a live, shoppable concert on TikTok in partnership with Italian sportswear brand Ellesse. As the brand’s newest ambassador, Larsson will model Ellesse’s exclusive autumn/winter 2021 collection live on the virtual TikTok stage, which will double as an interactive virtual storefront. A rotating slate of backdrops will be featured during the concert (airing October 1) where viewers will be able to browse and buy the collection directly from the social platform, creating a multilayered digital experience that taps a wide range of young Europeans’ interests. YPulse’s social media monitor survey found that young Europeans are turning to social media for video content more than SVODs, and TikTok’s popularity as a platform for discovery has exploded in the past year. Social media has also turned into a marketplace, with nearly half of young Europeans saying they’d rather buy something from their feeds than browsing retail sites. Meanwhile, 57% say they’re interested in shopping via livestream, and virtual experiences entered the mainstream during the pandemic, with three-quarters of 13-39-year-olds in Western Europe attending a livestreamed event during lockdown. (The Drum)
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