Launching one of the world’s most prestigious hotels on TikTok came with its share of paradoxes. With no media budget, every result had to be achieved 100% organically. There was no access to external talent — no actors, no models — only the in-house resources of the Ritz itself. On top of that, the production team was kept intentionally lean, with just three to four people managing filming, lighting, and editing. All of this had to be done while preserving the heritage, prestige, and excellence of the Ritz, but in a way that felt authentic and native to TikTok.

To meet this challenge, Sleeq crafted a premium editorial strategy built entirely around the DNA of the Ritz Paris. History was translated into storytelling about the palace’s iconic heritage, savoir-faire was revealed through behind-the-scenes access to chefs, artisans, and experts, and details were highlighted to showcase the small touches that define true luxury. The goal was to make the Ritz Paris both aspirational and accessible, building a cultural presence on TikTok that no other luxury competitor had yet achieved.

The execution combined consistency with creativity. Sleeq produced seven TikTok-native videos every month, entirely managed by its internal team. This content was supported by editorial consulting and strategy workshops with chefs, archivists, and staff, ensuring each piece carried both authenticity and prestige. The formats were crafted to be premium yet native, balancing the grandeur of the Ritz with the trends and storytelling codes of TikTok. This approach positioned the Ritz Paris as one of the very first luxury hotels to truly master the platform.