Generating explosive awareness for new Netflix show “Sing On! Germany” with digital natives.

The Objective

Everyone knows what Netflix is all about. So, when a brand famed for innovation, incredible entertainment and award-winning original TV shows comes to TikTok, the community takes notice. Its objective was simple: raise awareness for its new show “Sing On! Germany” in the German market.

The Solution

To hit its target, Netflix Germany used one of TikTok’s most popular branded solutions for generating mass awareness – a Branded Hashtag Challenge. As “Sing On!” is a singing competition, Netflix invited the TikTok community to send in its own karaoke videos using #SingOnGermany.

A Branded Hashtag Challenge succeeds in creating widespread awareness because it empowers any brand – and anyone in the community that takes part – to go truly viral. The format is hugely discoverable, its hashtag sitting in TikTok’s trending hashtags list and Official videos or additional ads all pointing users back toward a “challenge page,” where all UGC entries are pooled. Included in the package are a TopView and One Day Max In-Feed Ad to boost exposure.

Netflix launched the campaign with the new show’s host, Palina Rojinski, as well as a selection of established German Creators (like Tina Neumann and Electra Pain). Using Creators to kickstart the challenge was a great way to tap into an existing follower base in the millions. The creative concept also had mass appeal – who doesn’t love a home singalong to three of the world’s most catchy pop hits? To engage the community even further, Netflix created a Branded Effect for users to use whilst singing, giving the impression of being in a karaoke booth.

The Results

The campaign smashed benchmarks and exceeded all expectations. Amassing over 600 million video views and with thousands of UGC entries, the community took part in droves. It showed a huge appetite for Netflix’s new show as well as generating explosive awareness in just ten days.

Products Used
TikTok For Business


The leading destination for short-form mobile video.

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Branded Hashtag Challenge

A one-of-a-kind engagement format that taps into user passion for creation and expression.

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TikTok For Business

Branded Effects

Tailor-made sharable stickers, filters, and special effects.

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