PACSUN / CASE STUDY
The campaign that cracked TikTok’s algorithm.
- 8.8B
- TikTok hashtag views
- 1K+
- Creator-curated videos
The central idea
Don’t just create a campaign. Give people something they want to participate in.
Context.
In 2021, TikTok was transforming how young consumers discovered brands, music, and culture. PacSun wanted to connect with a new generation through something that felt native to the platform, not another traditional fashion campaign. The opportunity was to turn denim into a cultural moment through music, creators, and a format anyone could make their own.
Strategic move.
Instead of relying on polished brand advertising, the campaign centered on an original sound and a coordinated wave of creator participation. The goal was to give the TikTok community a recognizable starting point, then let creators take the idea in their own directions.
How we worked.
- Developed and produced original campaign music with artist JayO.
- Activated approximately 50 TikTok creators to launch the trend through coordinated content.
- Produced campaign content on the beach in Santa Monica, bringing the music, denim, and creator concept together.
- Coordinated creator and brand-channel content to build early momentum and encourage wider participation.
The Impact.
- Generated 8.8 billion cumulative views on the #GetYourJeansOn hashtag.
- Turned a coordinated creator launch into a widely adopted TikTok trend.
- Demonstrated how original music and creator-led participation could generate cultural reach far beyond the initial activation.
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