Year
2023
Client
TJX
Category
Portfolio
Campaign Duration
4 Weeks
TJX (TK Maxx) needed to reconnect with Gen Z audiences, making fashion hauls and styling videos exciting again through their early careers content. They wanted to stand out during a period where fashion content was already flooding TikTok.
I worked on building out creative ideas for influencers that tapped into TikTok’s most popular styling trends, like transition videos and haul challenges. I helped with sourcing creators who could showcase TK Maxx products in ways that felt effortless, fun, and aligned with TikTok’s visual first culture. I also supported the editing direction to make sure that the content was optimised for quick engagement.
The campaign boosted TK Maxx’s visibility on TikTok with audiences who weren’t already engaging with the brand. Using relatable, trend driven content helped drive strong saves, shares, and positive comments around the brand's style and accessibility.
The campaign was a success, delivering over 1.6 million impressions and 21,000 clicks. Snapchat drove most of the clicks with a 1.58 percent click-through rate, showing the content connected well with students.
By tapping into what Gen Z already loves, styling videos, haul culture, and trends, we helped reposition TK Maxx as a fun, accessible brand for young shoppers without overcomplicating the message.
