The Objective
Undiz is the French underwear brand, made specifically for Gen Z, that doesn’t follow the norm. Its motto, “Always crazy!”, is about being fiercely creative – so creative, it averages 1,400 color models per season. The brand recently sought to engage with a new Gen Z audience using fun, modern content – and where better to do this than on TikTok, where millions of young digital natives express their creativity every day?
The Solution
Undiz achieved its objective by creating a Branded Hashtag Challenge called #FundizFair. The TikTok community had to dance and express their creativity before striking the "UZ sign" and transforming into a fun outfit – just like an Undiz onesie. Branded Hashtag Challenges generate awesome awareness through engaging content, creating a viral moment that both the TikTok community and brand can share. Each challenge collates entries on a central "challenge page," and includes a brand banner and listing in TikTok’s trending hashtags.To supercharge its exposure, Undiz kickstarted the Hashtag Challenge with submissions from six established French fashion Creators, amassing 14.9M combined followers. Their videos did the job, averaging a 60% complete view-through rate, and the community unleashed its creativity, from posing with cats (@watchmay) to robot dance moves (@hilairflow).
To capitalise on awareness, Undiz then launched three One Day Max In-Feed Ads, which run natively in the For You feed for one day only. They’re guaranteed to run within the first ads a user sees, generating short, effective bursts of high-exposure. It also launched a Brand Takeover ad, dominating the screen upon app opening and immediately grabbing attention with auto sound-on. Both ads drove users to the challenge page. The creative really stood out across the board, – bright colors, an easy and fun dance move to replicate, with outfit changes and craziness encouraged, and a super catchy soundtrack. No wonder Gen Z got heavily involved.
The Results
The campaign really hit the mark – 45+ million video views, 6.3+ million interactions (including likes, comments, and shares) and 29K+ videos created. Not only did this generate huge exposure but it also brought Undiz closer to the TikTok community, adding over 8,000 followers to its brand profile. Both the In-Feed Ads and Brand Takeover added more than 8+ million impressions and strongly outperformed click-through rate benchmarks. It’s another successful Branded Hashtag Challenge on TikTok – but nothing crazy about that.
