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Passion Project
Digital Marketing
Social Media
Ralph Lauren:
#RLRachelGreen TikTok Campaign
Everyone loves Rachel Green's timeless style; her looks can be seen across Instagram, Pinterest, and now TikTok.
Notably, the iconic character worked for Ralph Lauren.
With the growing popularity of TikTok and the rapid digitalization of brands, I thought of a creative TikTok campaign featuring Rachel Green.
My Role
Digital Marketer
Market Analysis
Team
Sumra Iqbal
(solo project!)
Duration
1 week
THE IDEA
I was on my Instagram explore page one day and came across a post featuring Rachel Green's style. I noticed the post's unsurprisingly high engagement and realized how much of an influence the iconic character's timeless style holds on social media.
This is where I started thinking about Ralph Lauren and how her style is synonymous with the brand.
Ralph Lauren leveraged Rachel Green with a Ralph Lauren x Friends collection that debuted in October 2018 to commemorate the show's 25th anniversary. But how can the brand utilize Rachel Green to cultivate high engagement on its digital channels?
This is where TikTok comes in. Beloved by Gen Z (and quickly, more millennials), the platform is an untapped potential for fashion brands.
Currently, TikTok has over 387 million #RachelGreen hashtags. Below is an in-depth digital marketing campaign on how Ralph Lauren can creatively leverage Rachel Green's influence over TikTok.
If you'd like a copy of this presentation, feel free to email me at sumra.iqbal@gmail.com!
Click to expand the slideshow!
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