Amazon Fashion - TikTok Challenge
To add fun and glam to this year’s stay-at-home holidays, we invited TikTokers to walk their home “catwalk” in their PJs!
People opened Amazon boxes and donned their pajamas in record numbers. They created an epic 13,000+ videos with our original song and hit a total of 1 billion views in the first 24 hours!
BRAND CHALLENGE
Amazon Fashion is an inclusive fashion and lifestyle destination for all styles, price points, body shapes and sizes.
They asked Movers+Shakers to design a TikTok challenge that would communicate this inclusivity and build brand affinity, while amplifying their holiday Pajama Jam in a fun & festive way.
CREATIVE SOLUTION
Mashing up a catwalk-ready original track with the relaxed fun of PJs, #PajamaJam was born! The challenge was inviting and inclusive whether you were celebrating alone or with family.
Familiar faces including Charli D’Amelio, Michael Le, and Amelie Zilber kickstarted the fun. Friends and families, young and old alike (even pets) joined in, leading to over 5 billion views.
