Loewe’s iPhone TikTok video shattered polished campaigns – a lesson for luxury
Instead of treating TikTok as a distribution outlet, Loewe let the platform dictate the creative hook. An unpolished iPhone‑shot video, pushed through heavy internal push‑back, outperformed their slick, pre‑planned campaigns. The result shows that raw, platform‑native content can drive far higher engagement for luxury brands.