Rihanna, the super-star turned business-guru is seasoned when it comes to strategic partnerships. Fenty has partnered with LVMH (LVMH Moët Hennessy Louis Vuitton, the world’s largest luxury group) from the brand’s initial launch in 2017, and during its first year of launch has earned $480 million in sales. Now, she’s leveraging the power of TikTok hype houses to create strategic partnerships with beauty influencers. TikTok hype houses are mansions which several creators live in or work out of. The purpose is to leverage each other’s fandom and create collective content, in this case, TikTok videos. In the house, the 5 TikTok creators so far have already made dozens of videos in only a couple days. There are stringent expectations for production in the house says TikTok star Thomas Petrou said, “You can’t come and stay with us for a week and not make any videos, it’s not going to work. This whole house is designed for productivity.”
Rihanna inevitably understands the power that lies in partnerships as well as influencer marketing:
“I just wanted to create a platform for the next wave of content creators. I think our generation is the sickest, the illest, the most creative. I can’t do it alone, so to join in with the people who are influencing the world and my community and my generation, this is a hub” said Rihanna during the debut of Fenty’s TikTok home.
Among the pioneering creators at the Fenty Hype House include:
@Makayladid with 303.8K followers.
@emmycombss with 4.4M followers.
@savpalacio with 456.9K followers.
@challxn with 1M followers.
@thedawndishsoap with 1.1M followers.
Staying true to Fenty’s mission to be inclusive of all skin types and tones, the creators chosen come from diverse backgrounds with unique followings. The number of followers per creator was chosen strategically in creating some content that has higher engagement and some that has a larger reach, setting an example for all those wishing to run an influencer marketing campaign of their own; having a healthy mix of both smaller influencers and larger ones will provide impactful results. Seeing the long-term success of each influencer’s following grow with the collaboration of the other creators will only act as a testament to the value of Hype Houses and influencer-generated content.
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