Amid the overseas outbreak, more and more brands are looking for a "step-down" to have deeper interactions with users. With more than 1 billion monthly active users and covering more than 150 countries and regions, more and more overseas companies have seen the opportunity to connect local users. Brands from e-commerce, 3C, beauty and gaming industries have all stimulated the interaction enthusiasm of TikTok users through the TikTok brand challenge, and achieved results of both brand building and product promotion results. So, what is a Brand Challenge? How can brands use the challenge competition to find out!
brand promotion combines trend hotspots, and users use their creativity to become "spokespersons".
topic tags (Hashtags) have a "special status" on TikTok. Users browse a series of related video content by clicking on the tags they are interested in or actively searching for keywords, and interact with the brand through messages in an immersive topic atmosphere, or shooting and publishing videos under the same tag. Branded Hashtag Challenge is a commercial solution formed by TikTok using this unique interactive mechanism. By customizing a challenge with a specific theme, users are invited to participate in the extension and creation. At the same time, videos with the same topic tags will be aggregated on the same page to meet the needs of brand exposure and content precipitation. brings opportunities to the brand to "closely" contact with more users and also helps users to form an awareness of the brand.
TikTok topic views on #madefortiktok +
Brand inviting TikTok users to participate in the challenge they initiated, inspiring users to independently create native videos around the challenge, and while showing the brand culture, they also create fancy connections with users. Whether it’s a co-shoot with custom stickers in the challenge, showing an emoji action, or shooting a personalized dance with a fun song, TikTok users with creative passions have the potential to set off an influential wave of challenges. The brand uses the challenge to transform users from passive bystanders to active participants, and can even convert users into "brand culture ambassadors" on TikTok.
The beauty brand Y.O.U, which is popular in the Southeast Asian market, is a good proof. With the help of TikTok for Business, Y.O.U seized the key point of empathy with users, and launched the #WouldYouLoveYou (LoveYou) brand challenge during the Ramadan promotion to create deep emotional connections with users, thereby enhancing users' high awareness of the brand. Once the brand challenge was launched, it attracted high attention from local women, with 5.5 billion views. The total number of interactions under the #WouldYouLoveYou has exceeded 300,000 times. There are constantly female users participating in the challenge to express themselves and express their feelings, spontaneously becoming the "wild spokesperson" of Y.O.U.
TikTok users participate in Y.O.U#WouldYouLoveYou Brand Challenge
With the help of TikTok for Business marketing products and services, it injects more vitality into the brand challenge
If the brand wants to make the challenge reach more users and maximize brand exposure, it can launch the brand challenge and combine brand special effects and music, expert marketing and other to enhance the interactivity and fun of the challenge, thereby stimulating TikTok users to participate in creation and improve the number of views and interactivity of the challenge.
Added brand-specific customized special effects to the brand challenge to increase the interactive fun. will attract more users to participate in video creation and comprehensively increase the brand's topic voice. During the promotion of the Redmi Note series, Redmi launched a brand challenge covering 17 countries on TikTok - #LiveForTheChallenge (born for challenges), conveying the brand spirit of Redmi Note that it is brave enough to challenge. With the support of the TikTok for Business overseas team, the #LiveForTheChallenge brand challenge combines popular elements in various regions to design three different TikTok sticker effects, allowing the brand challenge to attract attention in different regions and cultural environments.
In Europe and the Middle East, the challenge is matched with the "Before & After" comparison gameplay, highlighting Xiaomi's brand concept of "challenge the boundaries and challenge love" through special effects + trigger gestures; in Southeast Asia, Xiaomi crossed the border and linked the local popular game IP "PUBG"; in Northeast Europe, Xiaomi cleverly utilizes local popular racing elements to convey the product characteristics of performance racer.
has rich challenges and created a total of 38.1 billion video views. Let users around the world participate in the challenge and interact with the brand, while deepening their understanding of Redmi's brand philosophy.
Redmi incorporates racing game sticker elements in the #LiveForTheChallenge Challenge in Northeast Europe
and TikTok experts empower the brand challenge. uses the creativity of experts and uses the core of the brand challenge to continuously expand new ideas. At the same time, the brand challenge fully covers its fan group and attracts experts and fans to participate in the secondary creation, thereby further expanding the communication scope of brand promotion.
In April 2022, Haier built momentum for its new air conditioner on the TikTok platform, and launched the #HaierAirPower and #AQUAAirPower Brand Challenge in Southeast Asia. It invited 2 popular stars and 34 experts from Southeast Asia to participate. Incorporate local cultural elements such as characteristic scenery, clothing and makeup in the challenge, and deeply influence local users through diverse methods such as double dance and family participation, and encourage them to create more content. Among them, the well-known Thai male actor K.BOY (Pakorn Chatborirak) has achieved more than 200 million interactions in Thailand with his handsome and humorous video shooting style. Under the call and influence of these celebrity experts, a large number of users participated and triggered traffic in many places. The event received over 5.75 billion exposures in three days after it was launched, with more than 1.85 million people participating in the challenge, and the total interaction volume exceeded 500 million.
Thai star K.BOY interprets the gameplay of Haier Challenge
TikTok Brand Challenge stimulates the enthusiasm of countless users to participate with its unique new marketing gameplay and interesting and diverse content, and promotes the brand to create a marketing innovation idea of "one-eye into the soul". Brands need to combine their own needs and choose to use brand challenges or other advertising products to form a "combination approach" for overseas marketing with the help of TikTok for Business, to achieve the connection between brands and users, so that users can recognize brands and products step by step, and realize more new possibilities for marketing.
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