Ralph Lauren's Hashtag Challenge Campaign on TikTok is US Open-Themed
Laura McQuarrie — September 2, 2019 — Marketing
References: adweek
From August 31st to September 8th, TikTok is running a sponsored hashtag challenge campaign from Ralph Lauren that's tied to the US Open. On the platform, users are able to check out a section of shoppable US Open-branded Ralph Lauren items, use themed Giphy stickers and share a time they've won a challenge in real life using the #WinningRL hashtag.
On TikTok, users will be able to view a video series starring Diana Silvers, as well as other content that is being created by a handful of TikTok influencers who have millions of followers on the platform. As one of the fastest-growing social networks, TikTok provides a fresh new way to engage with a group of users who are mainly under the age of 30.
On TikTok, users will be able to view a video series starring Diana Silvers, as well as other content that is being created by a handful of TikTok influencers who have millions of followers on the platform. As one of the fastest-growing social networks, TikTok provides a fresh new way to engage with a group of users who are mainly under the age of 30.
Trend Themes
1. Sponsored Hashtag Challenges - Ralph Lauren's campaign on TikTok demonstrates the effectiveness of sponsored hashtag challenges in engaging younger audiences.
2. Shoppable Social Media - The use of shoppable US Open-branded Ralph Lauren items on TikTok highlights the trend of making social media platforms directly shoppable.
3. Influencer Marketing on Tiktok - The collaboration with TikTok influencers in the Ralph Lauren campaign showcases the growing trend of leveraging influencers to reach a wider audience.
Industry Implications
1. Fashion Retail - The use of shoppable social media and branded merchandise in the Ralph Lauren campaign presents disruptive innovation opportunities for the fashion retail industry.
2. Social Media Marketing - The success of Ralph Lauren's hashtag challenge campaign on TikTok indicates the potential for disruptive innovation in the social media marketing industry.
3. Influencer Advertising - The partnership between Ralph Lauren and TikTok influencers opens up disruptive innovation opportunities for the influencer advertising industry.
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