G-STAR RAW

Extra RAW

 

Background and Ask

How do you launch a (fashion) brand on a platform that hasn't accepted any brands (yet)?

 

Insight

Especially at the time, 2020, TikTok was a platform well known for its transitions, creators and creative content. Everything was created with an extra RAW twist of creativity. 

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Idea

RAW is not only in the name, G-STAR also wanted to make brand communication more relevant to their younger customers. From this brand perspective we jumped on culturally relevant TikTok trends and gave them an extra RAW twist.

 

Result

The G-STAR TikTok channel was launched organically and created their first TikTok community with zero media budget.