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TikTok Shares Case Study on How to Implement a Branded Hashtag Campaign

11 Jun 2020 8:05 PM | Kathy Doering (Administrator)

There has been so much talk about TikTok  and as people are quarantined many are using it for the first time. Today, we share a good case study on how to use hashtags in your TikTok campaign. 

From: Social Media Today


Andrew Hutchinson


Are you looking to add TikTok into your digital marketing mix? Wondering how you can tap into the key trends of the platform to maximize your messaging?

This week, TikTok has published a new case study which provides a basic overview of how to run one of the most successful promotional options on the platform - a branded hashtag challenge.

Branded hashtag challenges are just as they sound - brands create a specific hashtag linked to a video challenge, which they can then use to expand their messaging by facilitating an interactive, engaging video response campaign. That's not necessarily easy - you can't just come up with any idea and expect TikTok users to follow along. But if you can come up with an interesting, engaging idea, which enables users to provide their own creative takes, it can definitely have significant reach and brand awareness benefits.

The case study looks at ZALORA, a fashion eCommerce platform in Asia. ZALORA sought to use TikTok to promote its upcoming fashion festival in Singapore, so it worked with TikTok on a branded hashtag challenge to engage the TikTok community.

"Set to the tune of the campaign's custom Branded Music, ZALORA’s #ZStyleNow Challenge invited participants to flash a “Z” hand signal, which would trigger the guise of an instant outfit change. Plus, it was an opportunity for users to show off their wardrobe and inner fashionista to their world, which gelled perfectly with TikTok's group of young audiences who use TikTok as their de facto platform for self-expression."

Again, that's not necessarily simple - you need an engaging idea, and ideally music, to get more people involved. And as you can see in this example, ZALORA also used a financial incentive to prompt further engagement, with a giveaway of up to $200 in ZALORA products per winner.

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