While TikTok’s young users worried about whether the app would be banned or not, one retail brand stepped in with a tailor-made distraction.
Aldo launched its first campaign on TikTok with a dance challenge centered around its new fall shoe collection. The #StepIntoLove challenge encourages TikTok users to “express themselves with confidence” by dancing to the song “Roses (Imanbek Remix) by Saint Jhn. Viewers can go to Aldo’s TikTok page or website to learn the moves for the dance challenge. Those that upload their own dance video by September 1 and tag Aldo with the campaign hashtag in their caption have the chance to win $5,000.
To further promote the challenge on TikTok, Aldo recruited several of the platform’s dance influencers, including former Dance Moms stars Kalani Hilliker and Nia Sioux. By tapping into a handful of influencers to post the branded dance, Aldo could draw in more viewers and appeal to younger consumers, according to a Gartner report. Given each influencer’s strong platform presence and loyal Gen-Z followings, it’s unsurprising that within the first week of the campaign’s launch, the #StepIntoLove hashtag had garnered over 550 million views. The influencers all boast large social followings beyond TikTok, which could help Aldo in continuing to connect with their audiences if TikTok does indeed get banned.
Aldo expanded its campaign reach beyond TikTok by also releasing a video advertisement to run in-store, online, and through out-of-home marketing for the next several months. The retailer’s two-minute ad includes the “Roses (Imanbek Remix)” song and spotlights the new TikTok dance as well as many of Aldo’s new shoes. Tying in the commercial with a TikTok dance could increase the chance of Aldo’s newest campaign going viral. Launching the campaign to coincide with back-to-school shopping and the reopening of stores originally shuttered due to the Coronavirus pandemic gives Aldo an opportunity to boost its in-store and online sales. Some retailers have been hesitant to promote back-to-school shopping during the pandemic, but others, like Aldo, still have faith in the power of TikTok.
Reaching young consumers on TikTok could help Aldo begin recovering from a sales downturn during the pandemic. By using a song and influencers popular with Gen-Z viewers, the retailer could appeal to millions of young users and stay top of mind as they begin their back-to-school shopping.