Amazon Fashion’s #PajamaJam was the brand’s 2020 social-first holiday campaign featuring the top creators on TikTok (including Charlie D’Amelio) to recontextualize a holiday trend of wearing holiday pjs in a COVID stricken season. The goal was to create an easy to participate, fashion challenge that allowed families, friends, dogs to join in on the fun. The hashtag challenge results in over 5B views and created a catchy song that continues to be used by TikTok users today.

My Role:

• Assist in ideation and lead all executions for the campaign

  • Content strategy focused on creating a fun challenge that either one or many people can partake in during a COVID holiday season.

  • Employ influencers and platform appropriate creators to amplify our message (i.e. Charlie D’Amelio and Michael Le).

  • Devise a strategy to promote the TikTok specific challenge on other Amazon Fashion platforms to drive more views to the Hashtag Challege.

• Brief creative teams and agencies to visually bring the content to life natively on different channels.

• Consult and iterate on song creation with agency and creators.

Results:

• Resulted in over 5B views for the campaign

• Created a social-first campaign for the brand that encompassed a best-in-class customer experience from social app to site

• Feature the breadth of pajama assortment with a younger audience who may not have consider the brand as their fashion destination

• Fun Fact: We received super positive sentiment from our audience, recognizing that the ad was a great ad. A keen behavior that’s unique to TikTok.