Halls, an international brand, best known for its soothing lozenges, wanted to elevate its brand image beyond just the alleviation of cold symptoms, and show that Halls can be a great candy for any occasion. To achieve this, Halls decided to raise awareness in Russia for its new product, Halls Honey Lemon, with a fun and interactive Branded Hashtag Challenge on TikTok. Possessing an active and engaged user community, TikTok was the perfect place for Halls to generate the awareness it needed and reinforce its updated brand positioning among Gen Z and Millenials.
Halls launched a holistic Branded Hashtag Challenge called #HallsChargeTheMoment (#hallsЗарядиМомент), featuring a cool Branded Effect that gave participants the chance to showcase the energizing effect of a Halls. Popular TikTok Creators kicked off the campaign with their own versions of the challenge, while the brand used ad placements to promote the challenge throughout the TikTok platform, including two feature spots on the Discover page—the Banner ad and trending hashtag list.
To help the challenge spread even further, Halls launched In-Feed Ads running for a single day that promoted two video creatives, including an official announcement and a video from a top Creator @dina (14.5M followers). The video featured an engaging Super Like effect that gave viewers the chance to shower the In-Feed Ad with branded "likes."
With 17 million video views from both Creator and user-generated content and 14,000 videos submitted in just six days, the #HallsChargeTheMoment Branded Hashtag Challenge achieved a 121.25% lift in ad recall, along with a 60.93% lift in brand awareness, supercharging Halls' campaign to put its latest Halls Honey Lemon candy on the radar among Gen Z and Millennials in Russia.