Online short-video app TikTok has teamed with apparel label Guess to create its first branded fashion content globally.
TikTok is a new generation social media concept which was the world’s most-downloaded iOS app in the first quarter of this year (it is also available for Android). Guess is using the new channel to promote fashion content to millennials and Gen Zers through what is fast becoming their preferred medium: short-form video.
TikTok, Musical.ly, sees itself as an incubation hub for digital culture. Guess is trying to find new ways to engage with younger consumers it considers its core market, in an increasingly visual social-media landscape.
The first fashion takeover on TikTok launched today, September 1, targeting consumers in the US for five days.
As each user opens the app during the Guess brand flight, they will be directed to the #InMyDenim challenge. Hashtag challenges spreading across the globe are inspiring millions of users to participate organically and enthusiastically in viral call-to-actions whether for a cause or for fun.
#InMyDenim will kick off with some of the most popular content creators on the platform: @ourfire (with 2.3 million fans), @madison_willow (983,000), @jammincammy (184,000), and @operamericano (380,000).
“Discovery and innovation are part of Guess’ DNA,” says Edward Park, SVP of retail and digital at Guess.
“We are excited to be the first major global brand to partner with TikTok in a truly organic and innovative way.
“These digital natives’ tastes and desires govern the future of social media and culture. A cluttered brand space demands unique, engaging content and integrated participation. Our partnership with TikTok is an exciting evolution within our digital marketing strategy.”
Matty Lin, director of brand partnerships with TikTok US, says trends are often born on the platform and Guess is known for being ahead of trend.
“One of the reasons we chose to partner with Guess for our first-ever branded-content piece in the US is because it is a well-known international fashion brand which is very recognisable to our users, who are from all over the world. Guess is very tied into the TikTok audience and we are excited to see how the community jumps on the trend.”
TikTok is based in Los Angeles, with offices in London, Tokyo, Seoul, Shanghai, Beijing, Singapore, Jakarta, Mumbai, and Moscow.