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Brybe's Case Studies: Guess

The second article from Brybe's case studies series. In today's blog, we will take a closer look at the marketing campaign of the company Guess, which has been incredibly successful in raising engagement and affinity of the brand among the youngest users – all thanks to the skillful use of TikTok.

The Situation

You must have heard about the company called Guess – it is known worldwide for its innovative clothing and iconic logo pieces not without a reason. The firm wanted to promote its Fall'18 Denim Fit Collection in 2018 – the aim was to present a confident, sexy, and adventurous brand image, while at the same time driving as much awareness as possible during the back-to-school shopping season. The aim was to target as many millennials and consumers from Generation Z as possible – and that is why TikTok seemed like the perfect choice. 

And How Did They Do That?

To achieve its goal, Guess has launched the #InMyDenim hashtag challenge on TikTok, calling their consumers from the aforementioned age groups to "show their fashion style in denim". As the company was trying to make it all as fun and memorable as possible, it has leveraged the idea of "transforming your looks" with the slogan saying "Transform your outfit from a mess to best-dressed! All you need is denim!". The point of the firm's campaign was clear and it just had to figure out a way to achieve the target group of its choice.

To do that, Guess has posted several official videos accompanied by the "I'm a Mess" song from Bebe Rexha – a song that seemed to be just perfect both for the company's hashtag challenge and the unique TikeTok style aimed to please and serve millennials and Gen Z members.

To increase the effectiveness of the campaign, during its start Guess has launched a brand takeover on the splash screen to increase awareness of their latest challenge. At the same time, to further increase the strength of its actions, Guess released four videos performed by influencers to demo its idea. While letting the content creators do their work, Guess has managed to produce dramatic yet easy-to-imitate video stories that have instantly garnered enormous attention and inspired an impressive number of 1,629 user-generated videos.

In no time the campaign went viral and has gained millions of video views, positive comments, and videos from users showcasing their best look in denim clothes.

Examples from the #InMyDenim hashtag challenge
Examples from the #InMyDenim hashtag challenge | Image courtesy of TikTok and Guess

The Effect

The campaign took only 6 days, but it has been a huge success. #InMyDenim realized over 5,550 user-generated videos, gathered 10.5 million video views, and 14.3% engagement rate with over 12,000 additional followers for Guess's business account on TikTok. The promotion resonated with consumers and considerably boosted brand affinity.

Last but not least, let's read what did Edward park – SVP of Retail and Digital at Guess – say about the campaign: "These digital natives' tastes 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."

And what do you think about that? Perhaps you have your own idea for a hashtag challenge already? Hopefully next time you too are going to create something that will go equally viral thanks to our influencer marketplace – here, at