LOTTE XYLITOL, a brand known for helping to prevent cavities through their wide range of products, had a mission to boost the self-esteem of its youthful customers with fresher, healthy and beautiful smiles so that their customers would have the confidence to socialize with their peers. But with the pandemic, reaching Vietnam's youth was a challenge. So the brand turned to TikTok and its highly engaging Branded Hashtag Challenge format. In one fell swoop, the brand could boost product recall, highlight its key benefits, and encourage the youth to smile more.
LOTTE XYLITOL knew that the best way to communicate the gum's functional benefits such as a healthy and cavity-free smile was in a highly visual way. So working with Agency MicroAd Vietnam in idea planning and creative processes, the Hashtag Challenge #VoTuCuoi and an eye-catching Branded Effect were launched. These were fun and interactive elements that would ensure the campaign was not only memorable but also instantly illustrate LOTTE XYLITOL's key benefit of preventing cavities.
Part LOTTE XYLITOL bottle, part funky disco ball hat, the Branded Effect (BE) was quirky and featured the brand front and center in a fun way. The brand not only wanted to showcase their product's benefits, but do so in an interesting way for their target audience, who are primarily youths. When participants smiled, the BE animation would rain down colorful pieces of LOTTE XYLITOL gum. Creators had complete creative freedom to improvise their dance set to LOTTE XYLITOL's branded music. All they had to remember to do was to end their showcase with a bright smile.
To spark an initial wave of awareness for the campaign, the brand worked with nano influencers in Vietnam and used their videos as official creatives to scale up the awareness for #VoTuCuoi. LOTTE XYLITOL also launched Brand Takeover Ads and One Day Max In-Feed Ads featuring the creators and in parallel, the Discover page featured the campaign in two visible spots for added visibility. First, as a featured banner. Second as a top trending hashtag in the # In List.
LOTTE XYLITOL's Branded Hashtag Challenge was a huge hit amongst users, instantly driving visibility to the gum's key benefit. The #VoTuCuoi Hashtag Challenge drove 124 million video views from a total of 59,000 videos submitted to the campaign. In fact, the campaign reached over 15.5 million total users in Vietnam. When Vietnam's youth thinks of gum, they now know that they can pick one up that also protects their teeth and prevents cavities.