This ad campaign heavily encourages user-generated content (UGC) by asking users to participate in a challenge, which are immensely popular on TikTok.
This capitalizes on the users’ natural tendency to create and share content on the platform and has a high potential for virality. The rep partners with the brand for six days during the length of the campaign.
For example, US talk show host Jimmy Fallon issued a #tumbleweedchallenge. Users were challenged to upload videos showing themselves rolling around like a tumbleweed, complete with western music. This simple and silly challenge garnered over 8,000 submissions and more than 10.4 million engagements.
Until your brand builds up a popular TikTok channel of its own, you might want to work with influencers to kickstart your #hashtag challenge.
Best of all, once a #hashtag challenge is launched on TikTok, it’s super easy for people to participate and share.