RALPH LAUREN

Ralph Lauren, an iconic fashion brand, is synonymous with timeless elegance and impeccable style. With a legacy spanning decades, Ralph Lauren has established itself as a symbol of sophistication and craftsmanship. From its classic designs to its attention to detail, Ralph Lauren offers a distinct blend of luxury and refinement that continues to captivate fashion enthusiasts worldwide.

TIKTOK

TikTok, the viral social media platform, has transformed online entertainment with its short-form videos and creative community. With a global reach especially with younger audiences and captivating content, TikTok has become a cultural phenomenon that brands like Ralph Lauren are gravitating to in droves.

VIRAL CONTENT

Lani Baker Randol

Dixie D’Amelio

Kathryn Newton

PROBLEM:

Ralph Lauren faced the challenge of bridging the gap between its premium and upscale brand image and the loose, authentic nature of the TikTok platform for their TikTok launch and influencer campaign. The goal was to connect with the TikTok audience while maintaining the brand's integrity and value.

The creative challenge involved finding innovative ways to incorporate TikTok culture while staying true to Ralph Lauren's sophisticated aesthetic. Additionally, the content needed to showcase the brand within the context of beautiful Ralph Lauren stores in New York City & PGA Tour level golf courses in Palm Beach, Florida ensuring a seamless integration of the brand's physical and digital presence.

SOLUTION:

We successfully bridged the gap between Ralph Lauren's premium brand image and the dynamic TikTok platform by integrating the brand's sophistication with TikTok culture. Our solution involved partnering with influential TikTokers, filming captivating content within Ralph Lauren's iconic New York City stores, and incorporating visually appealing VFX elements. Through innovative transition techniques and creative use of scene props and clothing, we seamlessly merged the brand's elegance with the raw authenticity of TikTok. The result was a captivating campaign that resonated with both Ralph Lauren's loyal customers and the broader TikTok community, showcasing the brand's exquisite designs in a visually engaging and culturally relevant manner.

CONTENT STRATEGY

Our meticulously crafted content strategy for the Ralph Lauren TikTok campaign successfully blended the brand's sophistication with the raw authenticity of the platform. We curated visually stunning and culturally relevant videos featuring popular TikTokers, filmed within Ralph Lauren's iconic New York City stores. Through strategic use of VFX elements and innovative transitions, we captivated viewers, resulting in 17 million views and significant follower growth. The content strategy effectively showcased Ralph Lauren's elegance while resonating with the TikTok community, driving engagement and amplifying brand awareness.

Content Pillars: Fashion (Casual & Luxury), Golf, Behind the Scenes

+17 Million

Organic Views

+100,000

New Followers After Launch

+600,000

Likes & Comments

CAMPAIGN OUTCOME

The Amazon Alexa project achieved remarkable outcomes, leaving a lasting impact on the TikTok platform. Through our strategic efforts, we successfully garnered over 350k followers, generating an impressive 50 million views on the Amazon Alexa TikTok page. Our content resonated with the TikTok community, showcasing the diverse and exciting capabilities of Alexa in a way that captivated and engaged viewers.

By leveraging the power of viral videos and organic growth, we surpassed expectations, effectively expanding awareness of Alexa's functionalities to a wide audience. The campaign's success not only strengthened the Amazon Alexa brand but also established a strong presence within the dynamic TikTok ecosystem, fostering positive connections and establishing Alexa as an innovative and accessible voice assistant in the minds of millions.

RALPH LAUREN JOINS TIKTOK