Ray-Ban

The Objective

Ray-Ban is a world-known leader in sun and prescription eyewear for generations providing timeless style, authenticity and premium lenses and frames. It came to TikTok to maximise awareness, reach and engagement through a joyful and authentic campaign that would flood For You feeds globally.

The Solution

Ray-Ban chose to use TikTok’s master of mass awareness, a Branded Hashtag Challenge, running it across Italy, the UK, France, Spain, Germany and the US. It created #RayBanElevatorDance, which encouraged the community to show off their Ray-Ban in style, by sharing their version of the Elevator Dance to a catchy soundtrack created by badged TikTok Sound Partner, Jackleg. To amplify the Hashtag Challenge, Ray-Ban partnered with a number of popular creators including @officiallizsanchez, @giuiapennaofficial, @yvnghomie and @roxanne.off, to name a few. Using their incredible dance skills and popular TikTok transitions, the creators kept their videos totally native to the platform and inspired the community to take part in the Hashtag Challenge.

The Results

The Ray-Ban Elevator Dance Hashtag Challenge was a massive success. The campaign generated an astonishing 15.3 billion video views with over 3.2 million video creations from the TikTok community. These highly impressive figures clearly show how impactful a Hashtag Challenge can be when the call to action is clear and its launch is supported by popular creators.