The Objective
Hortex is one of the most popular beverage brands in Poland. For their newest summer campaign, they wanted to have their consumers decide if Hortex drinks are “More juicy? Or more refreshing”? Since TikTok is all about communities joining in on the fun, it was the perfect platform for the brand to engage with users.
The Solution
Hortex decided to run a Branded Hashtag Challenge called #zdecydujwduecie ("DecideInADuet") which asked users to re-create a dance routine with one of two popular TikTok Creators (each representing different product feature, juicy or refreshing, respectively) using TikTok’s popular duet feature. Users were asked to choose an influencer and perform the dance routine corresponding to the product benefit. For the campaign, Hortex used a fun and dynamic song, which helped ensure it was extremely easy for users to follow the beat and create their own versions of the dance and participate in the challenge. Hortex also upped the ante and offered prizes for the best TikToks (four iPhone XRs) which provided an extra incentive to participate.
TikTok’s Branded Hashtag Challenges help brands build communities around their products in the most organic way possible by engaging users. In this case, the Creators used the product (a bottle of Hortex juice) in their TikToks but it was never mentioned or required to participate in the challenge. However, when you scroll through Hortex’s official Hashtag Challenge and Music pages, you’ll see that most of the UGC includes users displaying the juice. TikTok’s original interface helps content and brands be easily discovered, with Hortex’s Hashtag Challenge visible at the top of the Discover page as a banner and in the trending hashtags list. Hortex also used TopView and In-Feed Ads to help boost awareness for the campaign and generate even greater participation.
The Results
Hortex’s Branded Hashtag Challenge campaign ran for six days between July 6 and July 11, driving massive awareness for its juice drinks among its target audience. The campaign was a wild success with over 30.9M million video views and over 2,500 user-generated videos created (as of July 11), vastly exceeding market benchmarks. In addition to exciting UGC created, almost one million associated interactions were generated (likes, comments, shares), showing massive engagement in the campaign.
