El Corte Ingles is Europe’s largest department store group and third largest overall worldwide – it’s a household name. Christmas, therefore, is a pivotal time of year for the highstreet chain and so, as part of its Christmas marketing campaign, it came to TikTok to engage a targeted community of shoppers and boost brand awareness.
Christmas is a time famous for big marketing campaigns, but also plenty of community spirit. It was the latter El Corte Ingles sought to dial up, focusing on hope and happiness after a year of COVID-19. In order to spread positivity and joy, the brand launched a fun Branded Hashtag Challenge on TikTok called #EresElfoChallenge. The task was simple - all users had to do was dance their heart out, putting their own stamp on an Elf-themed choreography.
The Branded Hashtag Challenge format is set-up for mass participation, pooling user entries onto one, central challenge page, alongside an external link and description. It gives brands and users alike the chance to take part in a moment of widespread viral activity, being part of something bigger. As part of the package, the campaign’s hashtag also features in TikTok’s trending hashtag list and brands also receive additional ads to maximise exposure, with El Corte Ingles running a TopView Lite and suite of In-Feed Ads.
The campaign also launched with the help of several popular Spanish Creators, kickstarting the challenge with a swathe of existing followers. The creative featured Elves performing a choreographed routine to a catchy soundtrack.
The campaign was a massive success, achieving over 500 million video views and bursting its way through the feeds at Christmas time. Over 80,000 unique users created a whopping 200,000 videos, showing just how engaged the TikTok community was. And, if you want further proof, the end result was a 13.04% engagement rate and Ad Recall lift of 15.9%, showing that El Cortes Ingles certainly stood out and kept attention.