When you hear the word, "Kintakun" in Indonesia, the first thing that comes to mind is comfort. Known as the number one bed cover company in Indonesia, Kintakun had a new bedsheet and cover collection that they were waiting to unveil. With new products in its arsenal and most people staying at home due to the epidemic, they felt the time was right to reach and grow with a younger generation audience that might appreciate the comfort of its bedsheets. To promote its latest collection, Kintakun naturally sought out TikTok and launched an integrated branding campaign centered around a Branded Hashtag Challenge.
A standard Hashtag Challenge dance might get participants to contribute videos, but Kintakun wanted to strengthen its brand affinity with the target audience beyond just getting them to do a simple dance. Given the need to convey both comfort and style, Kintakun felt that users would better recall the brand by seeing its products with their own eyes. With this in mind, Kintakun strategized their #darikamarKintakun Hashtag Challenge around a 2D Branded Effect that not only showed off the brand's new bedcovers, but was also the crux of the Hashtag Challenge itself. To create a video, participants were required to interact with the 2D Branded Effect by making one of three gestures, which triggered an animated Kintakun bedsheet and filter effect for them to react to.
To execute the campaign that sought to reach a wide audience and drive high engagement, the brand worked with select TikTok influencers to guide participants on how to interact with the Branded Effects. The videos were promoted within TikTok to Indonesian audiences through Brand Takeover and In-Feed Ads. To shore up the campaign, the #darikamarKintakun Hashtag Challenge was featured as a Banner Carousel in the Discover Page, and was also featured as a trending hashtag. The campaign's branded music, "Mood Dari Kamar" was also featured within TikTok's Music page.
Thanks to its captivating Branded Effect, #darikamarKintakun reached more eyes in Indonesia than the brand expected. On the back of 60 million ad impressions that were generated by the Brand Takeover, In-Feed Ads and features within the Discover tab, Kintakun's Branded Hashtag Challenge received 37,000 user generated videos that used the Branded Effect and these videos were collectively watched 13 million times. More significantly, the campaign saw nearly double the engagement rates that were benchmarked for the campaign. To say that the #darikamarKintakun Hashtag Challenge was a sleeper hit would be an understatement.