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DSW - TikTok CHallenge
We launched DSW’s first-ever venture onto TikTok to build buzz among the younger generation.
TikTokers loved the opportunity to show off their favorite shoes, generating over 4 billion views and a tidal wave of UGC video creation.
BRAND CHALLENGE
DSW was looking to break into TikTok and connect with Gen Z and millennial consumers. They wanted a challenge that focused on shoes, and was fun enough to drive massive virality.
CREATIVE SOLUTION
We based this TikTok challenge on the insight that months of quarantine had taken away people’s ability to show off their shoes. #TooManyShoes invited TikTokers to pull all their favorite kicks out of the closet.
The original song we wrote got stuck in peoples heads, and the challenge generated a groundswell of participation: over 600,000 videos.
The press loved the campaign, with coverage from Yahoo to Adweek. TikTok leadership also regularly cites this campaign at their keynotes as best-in-class.
