The Hunt – Summer 2021 Issue
The Hunt is a quarterly collection of the best we’ve chased down, looked up,
sought after, androoted out in the world of luxury advertising and life in NYC.
TikTok is largely untapped for luxury brands,
but they’ve got to relax to make it work
When TikTok hit our screens in the US in late 2016, many luxury brands were slow to get on board, and even slower to create content for the platform that got results. While high-price items are typically associated with high polish (and high budget), TikTok demands a loosening of the reins for brands that want to reach the platform’s huge audience, where users are looking for unpolished, relatable content. What works are videos that are educational or funny, offer behind-the-scenes glimpses into products, brands, or buildings, or that are produced in partnership with the influencers a user already follows.
What does this mean for luxury real estate in NYC? It means that if you want a nice slice of the TikTok pie (the app has 1 billion users), you’re going to have to do something new and somewhat scary: lose (some) control. Case in point: Louis Vuitton gained more than 2 million followers in just under a month by abandoning their haute image and instead posting decidedly unpolished, behind-the-scenes videos from fashion shoots.
Lucky for you, if you’re reading this you’re already in the right place—we at Pursuit are perfectly positioned to catch you as you do the trust-fall into TikTok. Our team isn’t just creative, we’re connected, with access to some of the biggest lifestyle influencers on social media, along with best-in-the-business videographers. We can guide you through the process of tackling TikTok, creating content that’s both aligned to your brand and effective, organic in feel and targeted to your ideal demographic. Contact us today to see how we can make TikTok work for you.
Warm weather means we’ll traverse the length of Manhattan and ride the rails to Brooklyn,
Queens, the Bronx, and Staten Island to get what’s good.
He wants to be the Middle Eastern Martha Stewart
The first time we visited Edy’s Grocery, Chef Edouard Massih’s Brooklyn-based brainchild,
we read everything on the menu, panicked, ordered it all, and were disappointed by nothing.
We’ll definitely be back.
Our fat crush on Fat Choy
“Kind of Chinese, also Vegan” sets the tone for this informal, approachable, fusion-without
feeling- 90s Lower East Side spot, serving take-out classics that leave you feeling nourished
as opposed to regretful.
Comfortland is just that
Egg sandwiches that make up for your mistakes from the night before, doughnuts to die for,
burgers, chicken sandwiches, cake, coffee, ice cream, milkshakes, and vegan options too.
Needless to say, we’ve spent a lot of money here.
Way more than a wine bar at Wildair
The wine list and seasonal menu are definitely impressive at this sister establishment to the
Michelin-starred Contra, but the doughnuts are why we keep coming back.
The first person to send the correct answer to this question will win:
2 passes to DreamWorks Water Park at American Dream on a date of the winner’s choosing.