GUESS

The Objective

Promoting holiday collection with fresh creative ideas

Global fashion brand GUESS sought to promote their "Ramadan Collection" by launching their first TikTok campaign in the United Arab Emirates and Saudi Arabia but didn't have suitable creative assets. They were eager to explore new creative ideas that were “TikTok first” and catered to the content-led community of the platform.

The Solution

Finding the right creative partner through TikTok Creative Exchange

GUESS was one of the first advertisers to leverage TikTok Creative Exchange (TTCX) in the Middle East region, a platform that connects advertisers with TikTok-approved creative partners to produce native-looking TikTok videos for ad campaigns.

GUESS opted for the “Remix” package, specially designed for repurposing existing assets and transforming them into TikTok-friendly creatives. Our creative partner, AndCo remixed backstage footage and global brand assets into 6 creatives allowing them to maintain a refreshed visual and messaging. This was setup via In-Feed Ads optimizing for Reach and Video Views objectives to drive awareness and clicks.

The Results

Stylish performance

By utilising TikTok Creative Exchange, and leveraging the creative expertise of AndCo, GUESS was able to significantly outperform market benchmarks in UAE and KSA in the given objectives and time frame. In addition, the Ramadan period is extremely competitive for auction advertisers and campaigns have to work hard to win impressions. GUESS proved that creative really does matter on TikTok and that shows in the results.

"At GUESS, we value authenticity, which means that we don’t need big production budgets to see big results, but we know that finding the right creative vendor to partner with can be challenging, and that creative collaborations aren’t always straightforward," said Salma Messaoudi, Senior Performance Marketer at GUESS.

"The TTCX platform allowed us to manage all aspects of a project, including sourcing, contracts, briefs, feedback, approvals, and insights. It enabled us to work with qualified creative agencies to match our brand ideology and purpose, reducing timelines and increasing the quality of content, leading to greater visibility and brand awareness. We could comfortably step out of our comfort zone and attract a new GUESS generation," said Salma.

You may also like: Clothing & Accessories case studies

Sign up to start advertising on TikTok within minutes

Learn more about TikTok Ads Manager