• by Fern Siegel , May 7, 2025

Footwear retailer Journeys is targeting teens in a new TikTok campaign by Anomaly.

Gen Z and Gen Alpha comprise a large share of its customers, so the brand's new long-form six-part content series showcases Journey's store culture and tone on social and via creator partnerships. 

Jeff Stamp, managing director-Chief Creative Officer at Anomaly, said: “Journey wanted to start with TikTok and invited us to experiment with storytelling. They bought long-form for a typically short-form platform. They gave permission to try things, use creators in different ways, see what works, what tone was right, then adapt content and strategies as we go. The bottom-up approach is super unique and innovative.”

In episode one, Jazmine wanders into Journeys, where she connects over shoes, hair streaks and skateboarding with a female employee. In episode two, Jazmine becomes newest Journeys employee. The two episodes are here.

The focus was content teens can relate to, but entertaining enough to promote brand visibility.

“This series represents a strategic shift in how Journeys shows up in youth culture,” said Stacy Doren, Chief Marketing Officer at Journeys. “By leaning into storytelling that Gen Z actually wants to engage with, we’re setting a new tone for how brands can show up on social. The response so far shows we’re on to something.”

Anomaly's client work includes BMW Mini, Dick's Sporting Goods, Johnny Walker Blue Label and Crown Royal Apple.

Journeys operates more than 1,000 stores in the U.S., Puerto Rico and Canada.