Apollinaria Dvurechenskaya, non-media director of the agency Traffic Isobar (part of dentsu Russia) and Alla Mironova, Internet Communications Manager at FrutoNyanya, shared their experience of launching the challenge, which gathered more than 1.8 billion views on TikTok. According to them, TikTok for Business is the perfect platform for promoting colorful products.
How a brand can launch a successful TikTok challengeIrina Pecherskaya
The Challenge is, first of all, a wide-ranging project that builds brand awareness. The mechanics and conditions of participation should be as simple as possible, thereby lowering the entry threshold for the user.
The simplest exercise is to imagine a user who wakes up in the morning, opens TikTok, sees a new challenge and realizes that he can take part in it without leaving the room (with the help of what he has at hand or in the nearest availability).
If you ask the user to leave the house: go to the store, buy a product to participate in the challenge – this will greatly reduce the number of participants, and the amount of content, and the number of views.
But our task is not just to amuse users – it is important for us to tell a wide audience about the new line of fruit puree in spiders “FrutoKids” with Disney characters and create a positive perception of the brand among users. This is how the idea came about to use Branded Effect in the challenge, which users could use in the video.
Come up with a creative idea
The mechanics of any challenge is for users to publish a video where they perform a certain action under a branded track and mark this video with a competitive hashtag. As we have already found out, the action should be simple. It turns out that to launch a challenge, you need to answer three questions:
- What will our Branded Effect be?
- What will the track be?
- What will users do in a video with an effect and a track?
It is very important that the challenge reveals the value of the product and its benefits. The main attribute of FrutoKids was Disney cartoon characters, so we decided to create a Branded Effect that will give users the opportunity to interact with these characters.
At the same time, the effect was supposed to show the entire line of FrutoKids spiders. As a result, we came up with the Branded Effect, where the user had to stop the vortex from the FrutoKids packs, using the trigger movement in the frame – to show the V symbol with his fingers to the camera.
After this symbol, one of the packages increased in the frame, a fruit explosion took place, and the attributes of one of the characters appeared on the users’ heads: for example, Mickey Mouse or Pluto’s ears, Donald Duck’s or Goofy’s hat.
The first question was answered, let’s move on to the second: what should the track be? Simple in structure, original in sound, contribute to a good mood and brand memorability. We were guided by TikTok trends, but we understood the specifics of our audience – the track came out modern, and the text conveyed the simple idea that you need to have a lot of fun with FrutoKids.
Branded Effect and the track themselves answered the third question: what will users do in the video with the effect and the track? It was enough to dance in the form of one of the characters.
Make a Branded Effect storyboard
We’ve created a Branded Effect storyboard detailing each step of the animation. In our case, the difficulty was that it was necessary to demonstrate four products at once, so we came up with an effect when, with a trigger movement, one of the products increased in the frame, and then exploded with fruits that were part of it.
After the explosion, the user received character attributes that corresponded to the spider – this motivated users to reuse the effect in order to try on all the images.
This phase includes the creation of the Branded Effect, the HTC page and the music composition, the announcement materials in the recommendation sections, and the creation of promotional materials. The challenge page must contain: profile avatar, background image and challenge description. The track will be in the music selection section, so you need to create a cover for it.
All materials are moderated on the TikTok for Business side, and the creation of a Branded Effect can take up to five weeks (depending on the complexity of the effect). In parallel with the production, there is a selection of bloggers whose videos will be pinned on the HTC page, as an example for users.
Shoot a video with official influencers
In the video, it is important not only to demonstrate the use of the effect itself, but also to tell users what needs to be done to participate.
Launch and run a challenge
On the launch day, a challenge page appears, announcements in the recommendation sections, and bloggers publish videos, which then appear on the challenge page. Official announcement and promotion takes place in the first three to six days (depending on the option chosen).
After that, the challenge is gaining momentum organically or through announcements from bloggers. The challenge itself can be active for 66 days. According to the results of the challenge, the results of the competition will be published on the brand’s TikTok page and the audience will know who won. The selection itself is made with the help of the jury.
What are the main difficulties and how to overcome them
The main difficulty in preparing a challenge is that at the same time a large number of different visual formats, texts, briefs for bloggers, discussions of the technical features of the site, filling out various forms for launching an AC are being created.
Fortunately, our team includes a large number of specialists who already know how to launch challenges in TikTok for Business, so we knew how to organize the work most efficiently.
What tools to use to promote the challenge
Challenge promotion tools can be divided into three groups:
- “Knowledge” – those that increase the reach of the campaign and increase brand awareness. These include Brand TakeOver, a banner and hashtag on the Interesting tab, and Branded Effect on the effects panel. Brand Takeover is a banner that appears when the application is opened on the day the challenge starts. This tool can reach up to 100% of TikTok’s daily audience.
- “Engagement” – stimulates interaction with the brand. HTC page and official music page.
- “Knowledge and involvement” – both tasks are solved at the same time. These include posts from bloggers, as well as In-Feed One Day Max, a video in the user’s recommendation feed (content feed), which is in fourth place throughout the day. Most often, videos from bloggers are used for this format.
We used all available inventory in our challenge to achieve high virality and audience reach.
How to evaluate effectiveness
The combination of Brand Takeover (over 57 million impressions) and In-Feed ODM (21 million views) made the challenge a notable event on the platform right from the start. At the end of the RK, videos using Branded Effect, a hashtag, and a track received over 29 million views (107% higher than the forecast). And videos with a hashtag received over 1.8 billion views (73% higher than the forecast).
TikTok for Business turned out to be the perfect platform for promoting such a vibrant product with characters that are familiar to both children and parents. With the help of a hashtag challenge, an effect and an energetic track, it was possible to make the content with products organic and memorable. The coverage of the challenge was 34,942,347 – almost the entire audience of the Russian TikTok was covered. The challenge page was visited by more than five million users.
Cover photo: SPF/shutterstock.com
Source: RB.RU by rb.ru.
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