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HASHTAG CHALLENGE: RALPH LAUREN'S TIKTOK CAMPAIGN AROUND THE US OPEN IS A FIRST FOR THE PLATFORM.

As the U.S. Open ramps up with brand activations, Ralph Lauren is rolling out a new campaign tied to the sporting event on TikTok. Ralph Lauren is using both the sponsored hashtag challenge offered on TikTok and the platform's latest offering, which lets consumers buy products within the app, called Hashtag Challenge Plus. This marks the first time a luxury brand has rolled out a campaign on the platform--and one that's specifically tied to a sporting event. The luxury brand's campaign comes in layers: first, a series of three videos with Booksmart actress Diana Silvers; a call to action with a hashtag campaign dubbed #WinningRL asking users to participate and show off a time they won a real-life challenge; and a shoppable aspect, in which consumers can shop U.S. Open-branded Ralph Lauren products.

BY ANN-MARIE ALCANTARA

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Title Annotation:UPFRONT
Author:Alcantara, Ann-Marie
Publication:ADWEEK
Date:Sep 2, 2019
Words:149
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