#InMyDenim Guess

Guess is an American clothing brand and retailer, producing clothing for men and women. Guess markets other fashion accessories such as watches, jewelry, perfumes, bags, and shoes.

What was the #InMyDenim Challenge?

The American clothing brand and retailer Guess wanted to promote its Fall '18 Denim Fit Collection. To generate awareness among millennials and Gen Z consumers during the back-to-school shopping season, it launched the #InMyDenim challenge on TikTok.

OurFire TikTok Influencer promoting the #InMyDenim Challenge

The Result

The 6-day campaign went viral and gathered the following figures:

  • Over 5,550 user-generated videos
  • 10.5 million views
  • A 14.3% engagement rate
  • And over 12,000 new followers for Guess's TikTok account

Why the Campaign Worked

The challenge was fun and memorable, calling consumers to show off their fashion styles in denim. Guess also posted official videos accompanied by the Bebe Rexh song "I'm a Mess," perfectly matching the challenge's theme and TikTok's format.

The brand even worked with influencers who launched their videos for Guess, clearly demonstrating to TikTok users how the challenge worked. Overall, the company executed its campaign magnificently and achieved superb results.

Sample TikTok Post
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