Burberry courts Gen Z with viral TikTok campaign

London – Luxury brand Burberry is partnering with popular TikTok creator Sylvaniandrama to promote its new Lola handbag. The partnership puts a novel spin on sponsored content, helping the heritage brand reach a younger audience.

Famed for its theatrical, soap opera-inspired clips, Sylvaniandrama uses small figurines from the toy company Sylvanian Families to create amusing videos. The channel’s quirky sense of humour has garnered it 1.9m followers on TikTok, and its videos regularly attract just as many views, if not more.

The unexpected collaboration sees Sylvaniandrama apply its signature 'whodunnit' narrative to promote the Burberry bag, making the sponsored content feel authentic rather than forced.

By engaging TikTok users in this way, Burberry is showing that it understands what the platform's users want and enjoy. To learn more about how luxury brands are using TikTok, readers can revisit this opinion piece about marketing practices on the social media platform.