Social Tourist, the new trend-forward apparel brand from global teen retail brand, Hollister Co., and social media stars, Dixie and Charli D’Amelio, launched in May 2021 to incredible hype and PR buzz, with news of the launch was covered everywhere from Forbes to People Magazine. Having just launched a brand with the most followed creator on TikTok, and with the brand’s second product launch on the horizon – a new challenge emerged: how do we top this??
From there, our goal was clear: keep the momentum and excitement going around the brand and drop our first true fashion collection in a BIG way in order to drive mass brand awareness and product consideration. What better way for a social-first fashion brand to that than by throwing a first-of-its-kind fashion show on TikTok?!
Instead of traditional models on a catwalk, Dixie and Charli leaned into another form of powerful influence by enlisting the help of their TikTok fam Avani Gregg, Madi Monroe, Markell Washington, Curtis Newbill, Caroline Ricke, and Phoebe Hines to debut Social Tourist’s latest collection in a TikTok Live premiere.
The fashion show included exclusive commentary from the D’Amelio sisters about their inspiration for the drop and the brand, fun challenges with the biggest creators on the app, and of course – TikTok dances! To maximize engagement, viewers were also able to create videos with a special Social Tourist TikTok filter.
The new collection was showcased throughout the show, with plenty of outfitting inspiration - viewers had the opportunity to shop the looks in real time via a link to the Social Tourist website, as well as ask Dixie and Charli questions in the comments for a truly one-of-a-kind, personalized fashion experience!
The Social Tourist livestream campaign exceeded expectations for both the brand and TikTok itself - with top-tier talent, a full suite of cross platform awareness driving media tactics, and user engagement tactics all contributing to the impressive results.
