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Volume 26 No. 230
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Ralph Lauren Turns To TikTok For New U.S. Open Campaign

Ralph Lauren this weekend is debuting a new U.S. Open-related campaign on TikTok, marking the "first time a luxury brand has rolled out a campaign on the platform and one that's specifically tied to a sporting event," according to Ann-Marie Alcantara of ADWEEK. The clothing company is "using both the sponsored hashtag challenge offered on TikTok and the platform's later offering, which lets consumers buy products within the app." There are several aspects to the effort -- three videos starring actress Diana Silvers, a "call to action with a hashtag challenge dubbed #WinningRL asking users to participate and show off a time they won a real-life challenge" and the ability for consumers to "shop U.S. Open-branded Ralph Lauren products." The campaign begins Saturday and runs through the end of the tournament Sept. 8. Ralph Lauren plans to use the effort as a "brand awareness play and as a full-funnel campaign, looking to measure engagement rates, video views, likes, comments, who's adding to a cart and who completes a purchase on TikTok" (ADWEEK.com, 8/29).