Amazon Fashion #PajamaJam

Spicing up the stay-at-home holidays

Published On
Oct 04, 2021


To add fun and glam to the 2020 stay-at-home holidays, we invited TikTokers to walk their home “catwalk” in their PJs!

Amazon Fashion is an inclusive fashion and lifestyle destination for all styles, price points, body shapes and sizes. They wanted a TikTok challenge that would communicate this inclusivity and build brand affinity, while amplifying their holiday Pajama Jam in a fun & festive way.

Mashing up a catwalk-ready original track with the relaxed fun of PJs, #PajamaJam was born! The challenge was inviting and inclusive whether you were celebrating alone or with family. Familiar faces including Charli D’Amelio, Michael Le, and Amelie Zilber kickstarted the fun. Friends and families, young and old alike (even pets) joined in. Over 13,000 user-generated videos were created using our original, branded song, and the challenge quickly amassed over 1 billion views in the first 24 hours, leading to over 5 billion views total.