Express stock surged 10% in Tuesday morning trading on brand unveiling Tiktok hashtag challenge for customers to share their style as they return to doing what they love most.
Express, Inc. 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 can enter to and may be selected by fashion expert and TV personality, Tan France, to win a gift card to put towards 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 asks consumers to share what they plan to wear on an upcoming summer adventure or during the return tooneof the things they love. To participate, TikTok users can search the custom sound titled#ExpressReentry - Tan France for Expresswhich features question prompts cueing video creators to share where they are from, an occasion they are looking forward to getting back to, and what they will be wearing. Beginning on May 17 and continuing through May 27, Tan France will be commenting on posted TikTok videos. After the contest period is over, selected, eligible winners will receive a gift card to Express. The brand has also partnered with actress and singer,Elizabeth Gillies,television personality & podcast host,Tayshia Adams,and TikTok creators,Rashad Little,TwoTrends,Niamh Adkins,Jess Wang,Ellie Zeiler, andDevan Anderson,to create content across Instagram and TikTok, highlighting their own reentry style and to inspire customers to participate.
"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 Tan France. "I’ll be selecting the 20 TikTok submissions I find most creative so remember everyone, have fun with this #ExpressReentry campaign and be sure to Express YOU!"