TikTok released a case study this week that serves as a step by step guide on how to run a successful branded hashtag challenge on their platform. Using the example of ZALORA, a fashion e-commerce platform in Asia, the campaign goal was to make inroads with an audience of trend-setters to drive awareness and new shoppers during an online fashion festival.<\/p>\n
To encourage TikTok\u2019s younger audience base to participate in the ZALORA fashion festival, the company ran a customized Branded Hashtag Challenge in Singapore. They included performance ads specially designed to both generate buzz for its own Hashtag Challenge, and drive new app installs.<\/p>\n
The #ZStyleNow Challenge invited participants to flash a \u201cZ\u201d hand signal, and then do a jump cut to a new outfit. It was both an opportunity for users to show off their style, and to make a brand connection. ZALORA incentivized higher engagement and participation with product giveaways.<\/p>\n
Running TikTok’s Brand Takeover and in-app banner ads, ad creatives were A\/B tested and optimized. This amplified the campaign exposure, gave additional insight<\/a> about their target market, resulted in new visitors to ZALORA\u2019s site, and new app installs.<\/p>\n The campaign outcome metrics included 1.1k user videos submitted, 62k users engaged with challenge videos, and nearly a million #ZStyleNow video views. According to TikTok, the rigorous testing \u201c ZALORA performed helped TikTok achieve a more effective campaign at a lower cost. The conversion rate (CR) difference between the least effective and most effective ad creatives was as much as 2.5x. With the right mix of high-performing creatives, ZALORA managed to decrease its cost per click (CPC) by a staggering 54.3%, and cost per install (CPI) by as much as 27%. All in all, ZALORA saw an astonishing 19.75% Brand Takeover click-through rate (CTR).\u201d<\/p>\n Though figuring out what will really resonate for your brand with the TikTok audience, the platform has also created a list of 12 tips for an inspiring Hashtag Brand Challenge<\/a>. The list seems to really push the Branded Effects product which lets users add 2D animated lenses to their videos that can be triggered by face and hand movements.<\/p>\n The tips are:<\/p>\n\n