Celebrating Mother’s Day with a Branded Hashtag Challenge
Leading global smartphone brand Samsung sought to promote its Samsung Galaxy smartphone, and with Mother's Day just around the corner, it was the perfect time for the brand to put mothers front and center. In order to highlight the Galaxy's world-class camera while honoring all the hero moms out there, Samsung decided to run a Branded Hashtag Challenge on TikTok.
Samsung’s Hashtag Challenge, aptly named #MakeMomEpic, called on users to show off the greatness of their mothers. The campaign originally targeted six diverse markets including the US, Mexico, Brazil, Malaysia, Singapore and Turkey, but it rapidly spread across borders to become a truly global campaign.
To participate, you simply showed off an everyday side of your mother set to “Mommy,” a Branded Music track performed by four-time Grammy Award winner, Missy Elliot. The campaign launched for a six-day period in partnership with TikTok creators in each of the target regions. Even global phenomenon BTS joined in on the campaign with their own video. Collaborating with creators was a great way to accumulate organic traffic and inspire their followers to co-create.
To further amplify the campaign, Samsung launched a series of ads throughout TikTok. This included One Day Max TopView and Brand Premium In-Feed Ads. The campaign was also promoted through prominent placements in TikTok’s Discovery page, including a feature Banner and a top spot in its # In List.
Samsung set out to promote the Galaxy and its amazing camera by encouraging TikTok users to honor the epic mothers in their lives with fun and creative videos for Mother's Day. Clearly users were eager to show off their incredible moms and the numbers prove it. More than 4.7 million videos tagged with #makemomepic were created for the campaign, resulting in more than 12.4 billion video views and 1.4 billion engagements. Truly epic!