Carolina Bin
TikTok and luxury brands
“Opening the doors of your brand is scary because you let others enter into your world, but it’s a beautiful thing. By doing so, you create authenticity and an emotional connection with customers.” Carolina Bin, Co-Founder COOLTURA. An extract of Episode 6 Season 1 of LUSSO 360, the podcast hosted by Trudy Berger and Arianna Alessio where they talk about luxury and management. In this episode, how to humanize luxury on TikTok where values are communicated differently from what we were used to.
"What a consumer wants, before even buying, is to experience the brand."
About the Guest Brand
COOLTURA
Carolina Bin is the Co-Founder and Creative Director of COOLTURA, a creative agency specialized in social media, specifically TikTok, with headquarters in Milan and London. Cooltura worked with several brands in the luxury landscape such as Bvlgari, Max Mara, Luisaviaroma, Diesel, Hugo Boss, YNAP, The Mall Luxury Outlets and Tod’s Group. Furthermore, in 2023 COOLTURA won a TikTok award as “Greatest Performance 2023 Italy” for their Rayban Reverse campaign.
Carolina è la Co-fondatrice e Direttrice Creativa di COOLTURA , agenzia creativa specializzata in TikTok con sede a Milano e Londra. Alcuni dei brand con i quali hanno lavorato nel mondo del lusso sono Bvlgari, Max Mara, Luisaviaroma, Diesel, Hugo Boss, Yoox Net-A-Porter, The Mall Luxury Outlets e Tod’s. Inoltre, nel 2023 COOLTURA ha vinto l’award di TikTok “Greatest Performance 2023 Italy” per la campagna Rayban Reverse.
S1 | E6 | Carolina Bin
episode in pills
- Authentic vs inauthentic communication on TikTok and other social media platforms
- What is the audience attracted by when watching brands' videos on TikTok
- How luxury is communicating, exploring also unexpected routes
- "What's next" when we talk about a direct, effective and authentic communication with luxury consumers