Many call it having “internet sense” — the instinct to tap into online culture.After digging through thousands of ad creatives on GoodsFox, I found that Shein has mastered it.
Across TikTok and Instagram, the brand consistently nails viral aesthetics with clever, story-driven ads.Here are five of Shein’s most effective ad concepts — and a few creative takeaways you can steal.
1.Sensory Marketing in Fashion — Selling Through Feelings
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The video opens with a jelly-like prop pressing the cushion foundation, followed by creamy textures resembling a cake.
Sound effects mirror the soft squeeze of foundation — or the soothing swirl of frosting from a piping bag.
This “makeup as dessert” concept taps into sensory marketing psychology, which has scientifical evidence：
An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior.
《Journal of Consumer Psychology》-Krishna, A. (2012)
Heart and mind in conflict: The interplay of affect and cognition in consumer decision making.
《Journal of Consumer Research》-Shiv, B., & Fedorikhin, A. (1999)
To be or not to be different: Exploration of norms and benefits of color differentiation in the marketplace.
《Marketing Letters》-Labrecque, L. I., & Milne, G. R. (2013)
When visuals evoke “sweet,” “soft,” or “warm,” they trigger emotional comfort — and impulse buying.
Soft pinks and cream tones make products look more “touchable” and “must-have.”
Other fashion brands use similar sensory links: Rhode pairs yellow lip gloss with lemon cocktails, while Jacquemus compares its bag clasps to cherries or smooth chocolate.
source：ins@rhode
source：ins@jacquemus
source：Jacquemus
2. Make the brand more human
Tu estilo SHEIN
embajadoras Déjate envolver por el otoño y los increíbles looks de nuestras
This ad simply shows behind-the-scenes moments — cameras rolling, models chatting, and casual studio shots.
Why? Because social media users are tired of perfection.
Once, everyone chased the flawless “Instagram look.”
But when everything became too curated, audiences began craving authenticity. Unfiltered, emotional, and spontaneous scenes now outperform polished ones.
That’s why more brands share their shooting bloopers or “making-of” clips — content that feels human and real.
3. Game-like dressing interaction
تجربة مختلفة، نفس الموضة
كوني من مُحبي الموضة. جددي خزانة ملابسك الآن
The video is designed as a browser window, showing clickable outfit sets.
Each tap reveals a new look — just like a dress-up game.
This interactive format fuels curiosity and keeps viewers engaged. At just 20 seconds, every click delivers a dopamine hit.
Good creative should feel like a mini-game — letting users experience rather than just watch fashion.
4. AI-Style Transformations
Each outfit change is paired with a signature pose, resembling a rotating Barbie doll.
This hyper-real aesthetic mimics AI-generated visuals — a growing trend in fashion videos. It highlights clothing silhouettes and creates futuristic appeal, ideal for Y2K, techcore, or digital fashion brands.
5. “Lens Tap” Transitions
