G-STAR RAW

Extra RAW​

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What's the case?

How do you launch a (fashion) brand on a platform that hasn't accepted any brands (yet)? 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. ​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. The G-STAR TikTok channel was launched organically and created their first TikTok community with zero media budget.