Inviting the TikTok community to step with confidence and create a wave of brand love
A great pair of shoes can change your whole vibe, and Aldo wanted their new collection to empower people to be their true selves and connect with the world around them. The brand turned to TikTok to drop the new collection in a big way and create excitement with a feel-good campaign that embodied love and togetherness.
Aldo enlisted over 25 creators in North America and another 50 internationally to help launch a Branded Hashtag Challenge that invited the community to #StepIntoLove and share a video of themselves dancing confidently in their favourite Aldo shoes.
The brand leveraged TikToks from the challenge across TikTok's biggest billboard, TopView, and kept it top-of-mind with One Day Max In-Feed Ads, the fourth fixed video in the For You feed. They rounded out the campaign with additional In-Feed Ad placements to drive always-on awareness and a Brand Lift Study to measure impact.
The campaign achieved mass brand awareness for Aldo, generating billions of video views, sparking millions of video creations, and driving users to the brand's site to buy shoes from the collection.
The full suite of branded solutions boosted the campaign's impact, reaching billions of people throughout the U.S. during the 60 days the hashtag page was live. The impact of #StepIntoLove reached well beyond TikTok itself, earning the brand a feature in Adweek and other major publications.