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When its first TikTok hashtag challenge launched Saturday, footwear retailer DSW’s aim was to merely dip its toe into the social media platform, in the words of CMO Amy Stevenson.
The testing of those waters, however, proved to be more of a plunge: As of Wednesday, its #TooManyShoes campaign has generated some 1.7 billion views, she said. The idea was that people needed an outlet to show off their favorite shoes after spending months in quarantine.