What’s the case
Launch G-star RAW as a brand on TikTok whilst respecting the platform and its culture at the same time.
Next Level RAW
TikTok is all about RAW content created by its users. To add on that culture with a G-star mindset, we created the Next level RAW mentality. A high value creative production and unique adaptation of a TikTok trend in line with the G-star look and feel where denim is the hero.
We created cultural relevance by listening to the community to see what’s relevant and gave that a next level RAW twist. Together with the creators on the platform we created their most iconic content so far. Resulting in a batch of content where all video’s underline the current trends and community, yet entertain next level RAW.