Dick’s Sporting Goods tapped Gen Z TikTok creators to promote its fresh back-to-school looks. To strengthen its appeal with young shoppers, Dick’s worked with Gen Z creators who “advised on the concepts, the looks, the language, and the music” for the brand’s back-to-school shopping campaign. Dancer Jean-Victor Mackie, lifestyle blogger Nicole Laeno, and viral musician Ricky Desktop are among the featured stars who helped design three major campaign videos and experiential activations across social media. Creators will also make original content for TikTok and Instagram throughout the summer featuring products from Dick’s, and the retailer is also hosting a “lock-in” where a group of young TikTokers will spend the night and make content inside a Dick’s Sporting Goods store in Tennessee. YPulse’s Social Media Deep Dive trend data shows that entertaining content is the top reason TikTok users visit the platform, and enlisting young creators to help lead a campaign is one way brands can ensure that they’re meeting Gen Z and Millennials where they’re at. (The Drum)
