Ralph Lauren’s Tik Tok Campaign is the first for the platform around the US Open
As US Open is around the corner, many brands have geared up to provide a unique experience for all the fans through brand activations. One of the most unique campaigns is by Ralph Lauren, using the platform of Tik Tok. It’s the first time a luxury brand has rolled out a campaign tied to the sporting event using TikTok. The Ralph Lauren campaign comes in layers: first, a series of three videos with Booksmart access Diana Silvers, a call to action with a hashtag campaign dubbed #WinningRL asking users to participate and show off a time they won a real-life challenge; and a shoppable aspect, in which consumers can shop U.S. Open-branded Ralph Lauren products. Additionally, the company is releasing US Open-related stickers on Giphy, which TikTok users can then use on the app. The campaign starts Aug. 31 and runs through Sept. 8.
Ralph Lauren decided to use TikTok for its brand awareness play because of its growing popularity in US It is also working with a few TikTok creactors with atleast 11 million followers.
The Chief Digital Officer, Alice Delahunt, said that the brand sees it as a full funnel campaign and merging of both (the hashtag challenge and US Open) is a nice intersection of culture and a unique platform for Ralph Lauren to play. Because of the popularity and growing audience of TikTok, Ralph Lauren has decided to include it in its media efforts.
Ralph Lauren has partnered with other digital channels as well to promote their campaign related to US Open.