TikTok users now have a chic new account to follow: Ralph Lauren.
Ralph Lauren has leaped onto the TikTok platform with a dedicated digital campaign for the 2019 U.S. Open Tennis Tournament.
She said also the demographics on the platform are appealing, with over 70 percent of TikTok’s end users in the U.S. over 18 years old, and globally, over 75 percent over 18. In addition, 56 percent of the users are unique to TikTok and not on any other platform, she said. “We see a new, active engaged demographic,” added Delahunt.
The #Winningrl campaign will consist of a series of custom videos created with “Booksmart” actress and tennis enthusiast Diana Silvers. The videos will feature Silvers displaying her tennis skills in a match where she expresses real life wins visualized by native-design type effects popular on the platform. The videos conclude with her victorious, both in life and on the court. The company, which creates the videos in-house, will have one 15-second video and two eight-second videos.
With TikTok’s Hashtag Challenge Plus campaign, users will be encouraged to create their own #Winningrl videos inspired by Silver’s video. The videos with the highest engagement will be selected to receive a package of official Polo Ralph Lauren U.S. Open apparel.
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