funny-frisch is one of Germany’s most loved crisp brands. It’s mission on TikTok was to raise brand awareness and maximise engagement with existing and new fans alike – and this wouldn’t be the first time we’ve seen a brand garner big brand love on TikTok.
funny-frisch reached its objective with a Branded Hashtag Challenge bundle, packed with viral potential, huge reach and mass engagement. The campaign – #funnyfrischmoment – asked the TikTok community to show moments of enjoyment with their friends and funny-frisch chips, set to a bespoke music track.
Branded Hashtag Challenges are highly-successful at securing reach because they inspire community engagement en masse. All entries are housed on a central challenge page, whilst the hashtag sits in TikTok’s trending hashtag list. Additional ads push swathes of users toward the challenge as part of a bundle, with funny-frisch running a TopView, One Day Max In-Feed Ad and Brand Premium In-Feed Ad.
To cap it off and double-down on reach, funny-frisch launched the campaign with a set of 15 popular German Creators, including @sophodoph, @alex_freerun and @lesotwins, giving access to a huge and established combined following. The creative was clever, asking users to film with their friends in moments of joy – an easy win. With product placement front and centre, it hammered the idea home, boosting brand rep and product association with fun, creativity and friendship.
The campaign was a universal hit and snack lovers everywhere turned up in force to engage. Generating a whopping 705 million video views and 283,000 video submissions, the community went wild for the challenge and clearly showed its love for funny-frisch chips. The average level of engagement was also high and the additional ads provided stellar click-through rates, with the TopView ad delivering a punchy 17.38%.