Lifting brand engagement and brand affinity among the young generation in the U.S.
Guess, known worldwide for its innovative clothing and iconic logo pieces, wanted to promote their Fall'18 Denim Fit Collection. It aimed to present a confident, sexy and adventurous brand image and drive awareness during the back-to-school shopping season for millennials and Gen Z consumers.
Guess launched the #InMyDenim Hashtag Challenge on TikTok and called for consumers to show their fashion style in denim. To make it fun and memorable, Guess leveraged the idea of “transforming your looks” with the slogan "Transform your outfit from a mess to best-dressed! All you need is denim!"
Guess posted several official videos accompanied by Bebe Rexh's "I'm a Mess," an appropriate song that not only befitted the Hashtag Challenge theme perfectly but also catered to the TikTok style.
On the first day, Guess launched a Brand Takeover on the splash screen to increase awareness of the challenge campaign. Concurrently, Guess released 4 influencer-performed videos to demo the idea. Letting content creators do their work, the dramatic yet easy-to-imitate video stories instantly garnered enormous attention and inspired 1,629 user-generated videos.
The campaign went viral, gaining millions of video views, positive comments, and user videos showcasing their best look in denim.
During the 6-day campaign period, #InMyDenim realized over 5,550 user-generated videos, 10.5 million video views, 14.3% engagement rate and over 12,000 additional followers for Guess's Business Account on TikTok. The promotion resonated with consumers and considerably boosted brand affinity.
"These digital natives' tastes govern the future of social media and culture," said Edward Park, SVP of Retail and Digital at Guess. "A cluttered brand space demands unique, engaging content and integrated participation. Our partnership with TikTok is an exciting evolution within our digital marketing strategy."
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