Guess in ‘first-of-its-kind’ partnership
Guess is taking an innovative approach to delivering branded digital content.
In what the company describes as a first-of-its-kind fashion partnership, the apparel retailer is teaming up with TikTok, a Chinese short-form video content app and social media platform that allows users to make and share 15-second videos. Together, the partners are delivering fashion content to the Millennial and Gen Z generations through their preferred medium – short-form video.
As the first fashion brand to partner with TikTok, Guess launched a campaign that will directly lead to the first TikTok promoted hashtag challenge in the United States. As TikTok users open the app during the Guess brand flight, they will be directed to the #InMyDenim challenge. Here, users are inspired to participate in viral calls-to-actions through short-form video, using the app.
“Discovery and innovation are part of Guess’ DNA. We are excited to be the first major global brand to partner with TikTok in a truly organic and innovative way,” said Edward Park, senior VP of retail and digital at Guess.
“These digital natives’ tastes and desires govern the future of social media and culture,” he added. “A cluttered brand space demands unique, engaging content and integrated participation. Our partnership with TikTok is an exciting evolution within our digital marketing strategy.”
The #InMyDenim hashtag challenge will run from Sept 1 through Sept 6, marking the first official launch of TikTok’s U.S. brand partnerships, according to the app.
This is the newest move in Guess’ digital customer engagement strategy. In June, the fashion retailer joined forces with Express and One Market (formerly Westfield Labs), a retail technology network focused on uniting retailers, shopping venues and technology companies. Through the partnership, the retailers can collaborate with other companies to leverage the network’s customer data and innovative technologies to further improve the shopping experience. The consortium gives participants access to a platform that enables companies to implement technologies, including artificial intelligence (AI), artificial reality, and natural language processing, at scale more quickly — and through a smaller individual investment.
In what the company describes as a first-of-its-kind fashion partnership, the apparel retailer is teaming up with TikTok, a Chinese short-form video content app and social media platform that allows users to make and share 15-second videos. Together, the partners are delivering fashion content to the Millennial and Gen Z generations through their preferred medium – short-form video.
As the first fashion brand to partner with TikTok, Guess launched a campaign that will directly lead to the first TikTok promoted hashtag challenge in the United States. As TikTok users open the app during the Guess brand flight, they will be directed to the #InMyDenim challenge. Here, users are inspired to participate in viral calls-to-actions through short-form video, using the app.
“Discovery and innovation are part of Guess’ DNA. We are excited to be the first major global brand to partner with TikTok in a truly organic and innovative way,” said Edward Park, senior VP of retail and digital at Guess.
“These digital natives’ tastes and desires govern the future of social media and culture,” he added. “A cluttered brand space demands unique, engaging content and integrated participation. Our partnership with TikTok is an exciting evolution within our digital marketing strategy.”
The #InMyDenim hashtag challenge will run from Sept 1 through Sept 6, marking the first official launch of TikTok’s U.S. brand partnerships, according to the app.
This is the newest move in Guess’ digital customer engagement strategy. In June, the fashion retailer joined forces with Express and One Market (formerly Westfield Labs), a retail technology network focused on uniting retailers, shopping venues and technology companies. Through the partnership, the retailers can collaborate with other companies to leverage the network’s customer data and innovative technologies to further improve the shopping experience. The consortium gives participants access to a platform that enables companies to implement technologies, including artificial intelligence (AI), artificial reality, and natural language processing, at scale more quickly — and through a smaller individual investment.