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When its first TikTok hashtag challenge launched Saturday, footwear retailer DSW’s aim was to merely dip its toe into the social media platform, in the words of CMO Amy Stevenson.
The testing of those waters, however, proved to be more of a plunge: As of Wednesday, its #TooManyShoes campaign has generated some 1.7 billion views, she said. The idea was that people needed an outlet to show off their favorite shoes after spending months in quarantine.
“We’re in a very lucky category—shoes are so emotional,” Stevenson said. “We know customers have been posting content on our behalf. It allowed us to play into that too.”
What the retailer found was that fans of the site were eager to open up their shoe closets for a chance to win $500 gift cards, 10 of which will be given out.
“They are so excited to show people their shoe closets,” she said.
On Oct. 4, e.l.f. Cosmetics launched a six-day hashtag challenge created by the agency, accompanied by a 15-second original song called Eyes.Lips.Face. By early December, more than 2 million videos had been created, which grew to 3.5 million by May 10, generating some 5.2 billion views.
To help DSW develop the song, Movers+Shakers tapped songwriter Julian Xtra and singer
Read more here: https://www.adweek.com/brand-marketing/dsws-tiktok-challenge-viral-campaign/