Fashion brand Guess worked in collaboration with online app TikTok on the #InMyDenim campaign earlier this year in September. The duo join forces for an interactive video campaign that encourages users on the app to participate in the hashtag challenge. During this time, users who open up the app are directed to the challenge and the different content that has been posted.
The content features users looking glamorous after wearing their pieces from Guess as a transformation video in a fun manner. Edward Park, the SVIP of Retail and Digital at the fashion label explains this approach surrounding the idea that "A cluttered brand space demands unique, engaging content and integrated participation. Our partnership with TikTok is an exciting evolution within our digital marketing strategy."
Interactive Video Fashion Campaigns
Guess & TikTok Launched Its #InMyDenim Challenge in September
Trend Themes
1. Interactive Video Fashion Campaigns - Disruptive innovation opportunity: Integrate interactive video features in fashion campaigns to engage users and encourage participation.
2. #inmydenim Challenge - Disruptive innovation opportunity: Create hashtag challenges on social media platforms to promote brand participation and user-generated content.
3. Collaboration with Tiktok - Disruptive innovation opportunity: Partner with popular social media apps to reach a wider audience and enhance digital marketing strategies.
Industry Implications
1. Fashion - Disruptive innovation opportunity: Utilize interactive and transformative campaigns to boost brand visibility and customer engagement.
2. Social Media - Disruptive innovation opportunity: Foster collaborations with fashion brands to create viral challenges and increase user engagement on the platform.
3. Digital Marketing - Disruptive innovation opportunity: Explore partnerships with popular social media apps to enhance digital marketing strategies and reach a larger online audience.