what?! oh my god!

@claires

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SoundTikTok sound · original sound - claires

Promoted product

Claire's

Every girl's first piercing starts at Claire's. Safe, hypoallergenic starter earrings. Over 130M ears pierced. Book your appointment today.

4 videos3 creators

Why it worked

The video uses a high-energy, relatable vlog style and a 'surprise' narrative element to make a standard store promotion feel like genuine, engaging content.

Summary

Two girls visit a newly rebranded Claire's piercing studio to test out new jewelry display options. They surprise one of their dads by having him get his ears pierced as part of the store's relaunch demonstration.

Structure

1Introduction to the new Claire's piercing studio
2Selecting new jewelry display options
3Surprise arrival of a guest for a piercing
4Demonstration of the new piercing process

Original caption

✨All Glown Up✨ ep 2 is here! someone gets a new piercing…and it’s *not* @Txunamy or @caitlin 😉

More from @claires

Product placement

(a) Claire's: The brand operates the piercing studio, provides the jewelry, and employs the piercing specialist; it is the subject of the video. (b) Pusheen: A plush toy brand that appears as a destresser; it is incidental scenery.

Call to action

go ahead and take a look at our brand new collection on this side.

On-screen text

what?! oh my god! claire's presents ALL GLOWN UP behind the rebrand episode 2 whoa! is this the new piercing studio? they ate down. i'm so here for that. oh my goodness. love, love, love so modern and so sleek. imagine this being your first experience getting your ears pierced. wait, what does this say? help us choose how to show stacks we get to choose how they show the stacks! wait for the store. what?! what?? wait this is a big... we need to lock in. this is for the girls. this is gorgeous. and the gummy bear is so cute 'cause it's on its ears. this literally looks like a lollipop, doesn't it? do we have a winner? i think so. we choose the blue one! so cute. hi! my name is cynthia, the piercing specialist. do we get to get, like, our ears pierced? i have someone in mind for this... caitlin's dad (surprise!) oh my gosh! hello! what the heck?? wait, seriously?? i did not expect this! as part of our relaunch Claire's has retrained all of our ear piercing specialists. dad, are you nervous? a little bit... i actually have these to choose out of as a destresser. i'll take the bao. do you want me to count for you — one, two — or just... let's count. one, two... wow! all done. oh my goodness, you're pierced! that was easy. you're gonna soak the cotton ball... hold right above the earrings. squeeze it like a lemon to get all that liquid to run down front and back part of your ear lobe. you ready? three... two... one... oh my god! you look so cool! oh my goodness! and the placement is so perfect! that is good. it looks great. girls, this has been really fun... but don't forget, go ahead and take a look at our brand new collection on this side. see the girlies get their sparkle on in the next ep!

Transcript

what?! oh my god! Claire's presents All Glown Up, behind the rebrand, episode 2. Whoa! Is this the new piercing studio? They ate down. I'm so here for that. Oh my goodness. Love, love, love. So modern and so sleek. Imagine this being your first experience getting your ears pierced. Wait, what does this say? Help us choose how to show stacks. We get to choose how they show the stacks! Wait for the store. What?! What?? Wait, this is a big... hold on. We need to lock in. This is for the girls. This is gorgeous. I agree. And the gummy bear is so cute 'cause it's on its ears. This literally looks like a lollipop, doesn't it? Do we have a winner? I think so. We choose the blue one! So cute. Hi, my name is Cynthia, the piercing specialist. Hi! Oh my... Do we get to get, like, our ears pierced? I have someone in mind for this... Oh my gosh! Hello! Oh my gosh, hello! What the heck?? Wait, seriously?? I did not expect this! As part of our relaunch, Claire's has retrained all of our ear piercing specialists. Dad, are you nervous? A little bit... I actually have these to choose out of as a destresser. Oh my goodness. Yeah. Wait, Dad, which one do you want? I'll take the bao. Do you want me to count for you — one, two — or just... Let's count. One, two... Wow! All done. Oh my goodness, you're pierced! That was easy. You're gonna soak the cotton ball... hold right above the earrings. Squeeze it like a lemon to get all that liquid to run down front and back part of your ear lobe. You ready? Three... two... one... Oh my god! You look so cool! Be sure... Oh my goodness! Yes! And the placement is so perfect! That is good. It looks great. Girls, this has been really fun... but don't forget, go ahead and take a look at our brand new collection on this side. See the girlies get their sparkle on in the next ep!