Fashion apparel retailer Express introduced its #ExpressReentry campaign and TikTok Hashtag Challenge to help customers reconnect with style as they reenter some pre-pandemic daily routines. By posting a TikTok video of the outfits they’ll be wearing as they get back to their favorite activities, along with hashtag #ExpressReentry and #ExpressContest, customers entered and were selected by fashion expert and TV personality Tan France to win a gift card to put toward their summer wardrobe from Express.
“The #ExpressReentry campaign is a way to connect our brand and our customers through a shared enthusiasm for style as we return to dressing for work, social gatherings and special occasions,” said Sara Tervo, Express executive vice president and chief marketing officer. “TikTok is a cultural beacon and a place of discovery, which made it the perfect platform for this idea.”
The TikTok component of the #ExpressReentry campaign asked consumers to share what they plan to wear on an upcoming summer adventure or during the return to one of the things they love. To participate, TikTok users searched the custom sound titled “#ExpressReentry: Tan France for Express,” which featured question prompts cueing video creators to share where they are from, an occasion they were looking forward to and what they would be wearing. France commented on posted TikTok videos.
Eligible winners received a gift card to Express. The brand also partnered with actress and singer Elizabeth Gillies, television personality and podcast host Tayshia Adams and TikTok creators Rashad Little, Two Trends, Niamh Adkins, Jess Wang, Ellie Zeiler and Devan Anderson to create content across Instagram and TikTok to highlight their own reentry style.
“Fashion has always played such an important role in my life, and I’m excited to partner once again with the Express team to help inspire people with the incredible power of self-expression through style,” said France. “I [selected] the 20 TikTok submissions I [found] most creative, so remember everyone, have fun with this #ExpressReentry campaign, and be sure to Express you!”
