L’Oreal, one of the world’s most recognised hair beauty brands, has always made a splash when it comes to giving airtime to its products. This time, it sought to raise mass awareness for L’Oreal Elvive’s DreamLong shampoo by tapping into the highly creative TikTok community.
L’Oreal Elvive ran a Branded Hashtag Challenge to achieve its mission, employing one of TikTok’s most popular awareness-driving ad formats. It called it the #DreamLongChallenge, which encouraged the community to get creative with their hair by showing their best dance moves. A trend everyone on TikTok loves to get involved with.
A Branded Hashtag Challenge is highly-discoverable because it floods the feed with thousands of creative UGC entries, which are then all housed under one roof or a ‘challenge page’, alongside an external link. The hashtag sits within TikTok’s trending hashtag list and additional ads drive wave upon wave of users toward the campaign. L’Oreal Elvive ran a TopView and set of In-Feed Ads as catalysts for boosting exposure in this way.
The creative used a popular Italian Creator to front the campaign, showing off her best dance moves with creativity and flair. Her long, straight hair flowed with her moves, setting it free and acting as an extension of her energy. A simple but colourful background popped in the feed and, needless to say, the TikTok community needs no excuse to copy some choreography.
The campaign was a resounding success, driving 523 million video views and 161,000 user entries, lighting up the feed with dancing and hair moving everywhere! In fact, the challenge was so well-received that users drummed up a 14% engagement rate too, showing that it captured the attention of a new audience. Dream results.