We've said it before and we will say it again - don't write off Superdry!

While the coronavirus crisis has hit the fashion world hard, the Cheltenham-based brand is using social media to get a buzz behind its latest campaign on the other side of the world.

With Julian Dunkerton back at the helm, Superdry is back to doing what it does best - staying ahead of the times.

Superdry was one of the first fashion brands in Australia to launch campaigns on the app, which has been keeping millions entertained around the world during lockdown. And the reward for staying ahead of the game? A winter campaign with an organic reach of 15 million prior to launch, as reported by Rag Trader.

TikTok is now the most downloaded app in Australia, with more than two million Aussies signing up since lockdown began.

The #SDMyWay campaign challenges TikTok users to inject their own personalities and styling into Superdry product. The campaign is fronted by TikTok star Sarah Magusara who has over 13 million followers on TikTok and 1.2 million followers on Instagram, supported by Australian reality and social media stars.

The #SDMyWay winter campaign will officially launches today, but has already driven significant digital traffic and social engagement.