Habib Bank Limited
Inviting cricket enthusiasts to show off their celebrations with a Branded Hashtag Challenge
The objective
Driving awareness
HBLPSL Season 8, Pakistan’s biggest annual cricket extravaganza has the country buzzing with cricket fever. To get the community excited during the season, HBL came to TikTok with the objective of driving awareness and creating excitement and engagement amongst cricket fans in Pakistan.
The solution
First-ever Branded Hashtag Challenge
HBL launched its first-ever Branded Hashtag Challenge right at the start of HBLPSL Season 8 on TikTok. #JahanFansWahanStadium invited cricket fans to showcase and celebrate their passion for the sport while watching cricket matches with their friends and family. The popular and catchy HBL anthem served as the perfect soundtrack, enhancing the atmosphere of every celebratory moment.
To amplify the campaign’s impact, HBL leveraged the premium placement and mass reach available from TopView ads, using content created by leading TikTok creators. Viewers were directed to the Branded Hashtag Challenge page where they could participate and show off their own expressions of celebrations.
Along with this, HBL used Reach & Frequency and Top Feed ads to further expand reach, increase views, and drive traffic to the Branded Hashtag Challenge page. Exciting creator content was leveraged to cultivate high levels of engagement during the event.
The results
Sparking excitement within the Cricket Community
#JahanFansWahanStadium became an unprecedented success on TikTok. By capitalizing on the enthusiasm surrounding the HBLPSL Season 8, the campaign united cricket fans and provided them with an exciting outlet to express their love for the sport.
An astonishing 8.7 billion video views were recorded during the campaign period, with the challenge generating 8.9 million videos published on the platform in this timeframe. Additionally, the campaign reached an incredible 97.2% of the active TikTok user base in Pakistan.
Taking a look at the reservation solutions, TopViews alone generated 1.8 Million clicks leading to the Branded Hashtag Challenge page. By using native creator-made content as Spark Ads, HBL’s Top Feed ads received a remarkable engagement rate of 17.1%
We are very proud of the success of the "Jahan Fans Wahan Stadium" Hashtag Challenge campaign, which generated over 21 Billion views. We look forward to continuing to work with TikTok to reach and engage with the youth of Pakistan.
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