Guess launches sponsored fashion challenge in partnership with video app TikTok

Denim and lifestyle brand Guess has partnered with short-form video content app TikTok for an interactive video campaign, launched on September 1. The #InMyDenim hashtag challenge will run through to September 6, and marks the first official launch of TikTok’s US brand partnerships.


Popular TikTok users participated in the #InMyDenim challenge in the hopes of sparking a trend. - Via Guess x Tik Tok

During the brand's campaign, users who open the app will be directed to the sponsored #InMyDenim challenge.

To launch Guess' denim challenge, popular TikTok users posted videos in which they go from looking disheveled to glamorous, with their "after" transformation look featuring Guess apparel. Fans of these users, who number in the millions, can then see these videos and try to make their own. 

As of August 2 of this year, the app measured 500 million active monthly users worldwide. Guess, which saw its North American sales slump in the second quarter, is positioning itself to reach a younger market via the app partnership, whose previous video challenges have seen viral success.

“These digital natives’ tastes and desires govern the future of social media and culture," said Edward Park, SVP of Retail and Digital at Guess. "A cluttered brand space demands unique, engaging content and integrated participation. Our partnership with TikTok is an exciting evolution within our digital marketing strategy.” 

“Trends often originate on TikTok and Guess is known for being ahead of the trends,” said Matty Lin, Director of Brand Partnerships at TikTok US. “Guess is very tied into the TikTok audience and we are excited to see how the community jumps on the trend.”

Established in 1981, Guess began as a jeans company and later evolved into a lifestyle brand. As of August 4, 2018, the Company and its licensees and distributors operated in approximately 100 countries worldwide. 

TikTok is based in Los Angeles, with global offices in London, Tokyo, Seoul, Shanghai, Beijing, Singapore, Jakarta, Mumbai, and Moscow. In early 2018, TikTok was one of the most downloaded apps in the world. 

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