For the first time, Aldo is venturing into video to debut its fall ’20 collection.
The “Step Into Love” campaign, which launches today on the retailer’s website, features a cast of dancers and models riding the NYC subway in pre-COVID times. As the train car unexpectedly comes to a halt, the dancers perform one by one, eventually coming together in a choreographed group routine (as you watch the video, you can scroll through to learn more about each performer). Even Aldo founder Aldo Bensadoun makes a cameo in the video as an onlooker. According to a press release, the message behind the campaign is to encourage self-confidence among consumers, as well as genuine human connection between them.
“‘Step Into Love’ is about the ability to express your true self. It’s our way of showing our personality, our soul,” said Aldo SVP Daianara Grullon Amalfitano. “While the conceptualization and video shoot happened prior to COVID-19, the storyline and the uplifting energy strikes us all now with a bolder and deeper meaning. This is a narrative we have always fostered in our values, and one that we are proud to continue sharing with all of our consumers around the world.”
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As part of the campaign, the brand has also launched a #StepIntoLove TikTok challenge to give consumers a chance to win $5,000. To enter, contestants must submit their own dance video to the platform, performed to the popular TikTok song “Roses (Imanbek Remix)” by SAINt JHN. Video posts must include the tag @Aldo_Shoes and be submitted by Sept. 1 for eligibility.
To build attention around the challenge, Aldo partnered with nine TikTok influencers — Nia Sioux, Kalani Brooke, D3Mstreet, Cousin Skeether, Isabella Fonte, Mariah Amato, Gabe De Guzman, Sammy Rickey and Big Will Simmon — who will be posting videos of their own #StepIntoLove dance challenge on the app for consumers to watch and learn.
Despite talk of a ban on the TikTok app in the U.S. following concerns over privacy and security, Aldo joins a host of other fashion labels and retailers who are tapping into the social platform for their latest campaigns. Fendi, Dolce & Gabbana, Celine, Tory Burch, Balmain and DSW have all utilized TikTok recently in an effort to engage young consumers.