Driving 7.1B Views on TikTok with a Branded Hashtag Challenge
Promo Channels — Support Organic Channels with Influencers and Paid Ads: Chobani launched a TikTok challenge while not having any sizable following on this platform. The brand announced the TikTok contest on its Instagram account and sent an email to its 199K subscribers. Despite having quite a significant audience reach (481K followers) between Instagram and Email, Chobani engaged TikTok influencers to spread awareness about this challenge to their audiences. Chobani also ran TikTok ads leveraging creators’ videos.
Challenge Rules — Keep the Rules Simple and Easy to Follow: Despite the fact that Chobani clearly outlined the requirements for the contest video, most of the creators didn’t follow them. TikTokers came up with videos in line with their own style. Chobani challenge got hundreds of video submissions that all together gained over 7 billion views. It’s important to keep the rules rather relaxed and empower the TikTok audience to freely express themselves.
PR Coverage — Leverage One Precedent to Gain Wider Publicity: When Chobani launched the challenge on their social media channels, they also sent a memo to various media outlets to spread the news about the challenge. The brand leveraged this campaign as an opportunity to build wider brand awareness and amplify its image as a young and innovative company.
On Jan 25, 2020, in celebration of Opposites day, Chobani launched its first TikTok challenge. The brand leveraged both its owned and paid channels to announce the competition. First, Chobani outlined the contest rules on its Instagram account.
The brand also sent an email blast to its 199K email list promoting the challenge.
Chobani engaged TikTok influencers to spread awareness about the video contest and invite their followers to participate.
Chobani created a branded hashtag challenge page where they outlined the contest rules.
While creators didn’t necessarily follow the video guidelines outlined by Chobani, they showcased the product and used Chobani branded stickers in their videos.
The TikTok challenge generated wide PR coverage for Chobani.
Chobani ran this challenge to tap into the new Gen-Z audience on TikTok. However, as per the company’s VP of marketing, the brand currently has no plans to invest in content creation for this channel.
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