American Eagle is the latest retailer to use Tiktok as part of its marketing campaign. This is the company’s first campaign that involves TikTok, a social application that uses videos. The campaign also includes a brand takeover and a hashtag challenge. Most importantly, it features the beta test for the latest ad unit for TikTok. This is an in-feed video and badge.

The new format also marks the first time that a TikTok ad will bring users to a website outside of TikTok for their purchases.

More Details on the Campaign

The campaign is part of the American Eagle collaboration with Lil Wayne. The hip-hop star is also in the AE x Young Money fall collection this year. The hashtag challenge that is part of the campaign requires users to wear American Eagle clothes and post videos of Lil Wayne’s “Uproar” playing.

Why It Matters

This new ad campaign from American Eagle shows how much TikTok has changed the range of ad formats that are now available. This new format that links to external websites should drive traffic to official brand websites. Brands also hope it will drive direct sales to users who see the products via the platform’s video inserts.

Creating an ad campaign that incorporates TikTok lets American Eagle directly target the massive number of teens who use the video app.

Other Brands Using TikTok

Although American Eagle is the first to use this particular advertising feature on TikTok, it is not the only brand to use TikTok for advertising. Ralph Lauren developed a dedicated TikTok campaign that corresponded with the U.S. Open. Uniqlo, Sony Pictures, Macy’s, and Chipotle Mexican Grill have also used TikTok to create viral challenges and ad campaigns.

The use of TikTok and other similar platforms for advertising will likely continue to grow, especially if this American Eagle campaign is a success.

Source:

https://www.retaildive.com/news/american-eagle-pilots-tiktoks-new-in-feed-video-ads-for-back-to-school/562896/

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