TOUS 2026 Content Strategy: Digital Storytelling and Media Formats

Posted on Jan 27, 2026 in Marketing

Developing the TOUS 2026 Content Marketing Strategy

A Content Marketing Strategy (CMS) for TOUS in 2026 can be effectively developed by following the five structured steps of the Content Marketing Strategy model. The proposed campaign—“Shine Your Story 2026”—aims to strengthen TOUS’s emotional identity while connecting more deeply with younger audiences through digital storytelling and personalized experiences. #ShineYourStory

Step 1: Defining the Target Audience

The main target audience consists of young adults aged 18–35, especially women who appreciate affordable luxury and jewelry that reflects personal meaning. This demographic is very active on platforms such as Instagram, TikTok, and YouTube, where they follow trends, influencers, and lifestyle content. Many are already familiar with TOUS, though not all have purchased products. Some interact with the brand mainly during gifting seasons, presenting an opportunity to encourage year-round engagement. Internationally, the campaign will also target growing markets such as Latin America and Asia. This audience prefers short videos, authentic stories, and interactive digital tools.

Step 2: Core Marketing Objectives

The strategy centers around four core objectives:

  1. Increasing sales of everyday jewelry lines designed for younger customers.
  2. Building brand awareness, especially by highlighting TOUS’s craftsmanship and emotional brand values.
  3. Driving higher website traffic, particularly towards campaign landing pages and digital tools.
  4. Expanding social media following and engagement, using challenges, collaborations, and user-generated content (UGC) to boost visibility and connection.

Step 3: Content Formats and Execution

The “Shine Your Story 2026” campaign will feature multiple content formats to maximize relevance and engagement:

  • Video Campaign: Featuring real customers narrating personal stories linked to their TOUS jewelry.
  • AR Try-On Feature: A new Augmented Reality (AR) try-on feature within the TOUS smartphone app will allow users to virtually try pieces and share their personalized looks.
  • Personalized Content: Used to recommend products based on user behavior, tastes, and important dates such as birthdays.
  • Outdoor Pop-Up Events: Events in cities such as Barcelona, Mexico City, and Seoul, where visitors can create custom charm bracelets representing their own stories.

Step 4: Digital Channel Strategy

The brand will utilize a multi-channel approach:

  • YouTube: Sharing long-form videos.
  • TikTok and Instagram Reels: Complementing long-form content with shorter videos optimized for viral reach.
  • TOUS Website: Hosting the interactive AR tool and storytelling hub, encouraging users to explore and personalize their journey.
  • Partner Sites: Including fashion blogs and digital magazines, supporting visibility through sponsored articles and banner placements.

Step 5: Measuring Campaign Success

Success will be assessed through several key performance indicators (KPIs):

  • Website traffic, especially to the AR tool.
  • Attendance at the pop-up events.
  • New newsletter subscriptions.
  • Content engagement across platforms.
  • Increases in social media followers.

These combined metrics will show both digital and commercial impact.

Understanding Digital Media and Content Marketing

Digital Media refers to any form of content that is created, shared, or consumed using digital technology. Content Marketing is a type of marketing where companies create and share online content like videos, blogs, or social media posts. This content does not directly ask people to buy something, but it tries to make them interested in the brand’s products or services. Content marketing is based on telling stories, and humans have been telling stories since they first learned to speak. We naturally pay attention to good stories, so storytelling is a very powerful tool in marketing. The best marketing does not feel like advertising; instead, strong brands create real connections with their audience.

Case Studies in Emotional Content Marketing

Case Study: Renault Brand Loyalty

Renault uses content marketing to show the new design and features of their cars while also reminding people of the model’s long history. This mix of modern and nostalgic elements helps build emotional feelings and keeps customers loyal to the brand.

Case Study: Lidl Raccoon Christmas Advert

This is a Christmas advertisement by Lidl. The video tells the story of a raccoon that finds a lost toy and brings it back to a child so he can place it under the Christmas tree. The emotional story helps people feel closer to the brand.

Social Media Content Types and Strategy

Social media content refers to all kinds of materials or information, such as documents, photos, images, and other content, that are created, shared, posted, or sent through social media websites. Key types include:

  • Content Marketing Focus: Tutorials, User-Generated Content (UGC), and Entertainment.
  • Product Promotion
  • Social Commerce
  • Influencer Marketing

Podcasting: Audio Content for Engagement

A podcast is an audio show, like a radio program, that people can listen to online by downloading it or streaming it. The special thing about podcasts is that you can listen to them anytime and anywhere. They talk about many different subjects, such as education, news, entertainment, stories, and specific hobbies.

Podcasting Types

  • Storytelling: These podcasts tell real stories. They are often made by journalists or people who investigate events. One of the most popular types is the murder mystery podcast.
  • Interview: Interview podcasts include a conversation between a host and an important guest. The host is usually a journalist or an expert on the topic. The guests can be celebrities or people who are well-known in public life.
  • Conversational: These podcasts usually have a group of people talking together about one topic from popular culture. Common themes include sports, history, science, or music.
  • Solo Podcast: Only one person speaks in this type of podcast. It can be fiction or non-fiction. The host must keep the audience interested with fun or engaging content.
  • News: News podcasts give updates on current events, explain important issues, or make difficult topics easier to understand. They are a very effective type of content marketing.

Video Marketing Strategies and Consumer Preference

Video Marketing is when companies or people use videos to promote a brand, increase sales, make people aware of their products or services, or interact with customers.

Video Marketing Types

  • Brand Story Videos: Aim to build trust and loyalty amongst customers (e.g., NIKE).
  • Demo Videos: 69% of consumers prefer to watch a video to learn about a brand’s products or services (e.g., APPLE).
  • How-To Videos: 86% of YouTube viewers say they regularly turn to the platform to learn something new.
  • UGC Videos: Brands often encourage customers to create videos which can be shared on the brand’s platforms to build authenticity and community.
  • Live Videos: Real-time videos on platforms like YouTube, Instagram, or Facebook, where brands can interact directly with their audience.

Global Digital Access and Internet Penetration

Internet penetration means the percentage of people in a country who can access and use the internet.

Barriers to Internet Access

  • Poor Infrastructure: Many rural areas lack fiber-optic cables, mobile towers, and stable electricity.
  • High Costs: Internet data is too expensive for many people.
  • Government Restrictions: Some countries block websites or control online content.
  • Low Digital Skills: Older generations and some communities have limited computer knowledge.
  • Language Barriers: There is little online content in local languages.
  • Cultural Factors: In some regions, women and minority groups have limited internet access.

Drivers of Internet Access Growth

  • Cheaper Smartphones: Brands like Xiaomi and Tecno make internet use more affordable.
  • Better Infrastructure: More fiber-optic networks, new cables, and projects like Starlink improve access.
  • Government Programs: Initiatives such as Digital India or Rwanda’s smart city plans expand connectivity.
  • More Digital Education: NGOs and tech companies teach digital skills.
  • Social Media Influence: Apps like Facebook, WhatsApp, and TikTok encourage people to go online.