GUESS
Leveraging TikTok Creative Exchange to drive higher view-through and click-through rates
The Objective
Promoting holiday collection with fresh creative ideas
Global fashion brand GUESS sought to promote their "Ramadan Collection" by launching their first TikTok campaign in the United Arab Emirates and Saudi Arabia but didn't have suitable creative assets. They were eager to explore new creative ideas that were “TikTok first” and catered to the content-led community of the platform.
The Solution
Finding the right creative partner through TikTok Creative Exchange
GUESS was one of the first advertisers to leverage TikTok Creative Exchange (TTCX) in the Middle East region, a platform that connects advertisers with TikTok-approved creative partners to produce native-looking TikTok videos for ad campaigns.
GUESS opted for the “Remix” package, specially designed for repurposing existing assets and transforming them into TikTok-friendly creatives. Our creative partner, AndCo remixed backstage footage and global brand assets into 6 creatives allowing them to maintain a refreshed visual and messaging. This was setup via In-Feed Ads optimizing for Reach and Video Views objectives to drive awareness and clicks.
The Results
Stylish performance
By utilising TikTok Creative Exchange, and leveraging the creative expertise of AndCo, GUESS was able to significantly outperform market benchmarks in UAE and KSA in the given objectives and time frame. In addition, the Ramadan period is extremely competitive for auction advertisers and campaigns have to work hard to win impressions. GUESS proved that creative really does matter on TikTok and that shows in the results.
"At GUESS, we value authenticity, which means that we don’t need big production budgets to see big results, but we know that finding the right creative vendor to partner with can be challenging, and that creative collaborations aren’t always straightforward," said Salma Messaoudi, Senior Performance Marketer at GUESS.
"The TTCX platform allowed us to manage all aspects of a project, including sourcing, contracts, briefs, feedback, approvals, and insights. It enabled us to work with qualified creative agencies to match our brand ideology and purpose, reducing timelines and increasing the quality of content, leading to greater visibility and brand awareness. We could comfortably step out of our comfort zone and attract a new GUESS generation," said Salma.
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TTCX has seamlessly pivoted the image of GUESS on the leading destination for short-form mobile video. It has been instrumental in shaping our communication to be more attractive for our growing audience on TikTok and offers a content experience like never before.
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