HiLo Teen, a local high calcium milk brand, intended to increase awareness for its brand in Indonesia. The brand sought to reach a youthful audience that was eager to join in on the latest trends and knew that TikTok is the right place. The brand not only wanted to grab the attention of TikTok users, but also aimed to engage with audiences through song and dance, especially with most people in Indonesia cooped up at home during the pandemic.
HiLo Teen decided to launch a Branded Hashtag Challenge called #LompatSetinggiBintang. The challenge was to give users the chance to show off their best moves, with the best performances getting a shot at winning cool prizes including flagship smartphones, the hottest earbuds on the market, and more. As a prompt, HiLo Teen used a Branded Effect set to a catchy branded tune. The effect itself was also on-point and on-brand.
Participants had to mimic drinking HiLo Teen high-calcium milk with the virtual sticker. This would recharge their energy (illustrated as a battery) and send them on a journey flying into the sky to catch stars and enjoy the view. To promote #LompatSetinggiBintang, HiLo Teen collaborated with select TikTok creators, who published the first wave of videos to trigger a ripple effect amongst their followers.
The brand ensured visibility for the campaign through a series of ads placed across TikTok, including a Brand Takeover - the first thing users see when they open the app - and One Day Max In-Feed Ads, which appear seamlessly in the For You feed. The campaign was further promoted through a Banner and featured spot on the # In List section of the TikTok Discovery page.
Exceeding all benchmarks, the #LompatSetinggiBintang Hashtag Challenge was a huge hit. Over 1.73 million videos were submitted to the campaign, driving more than 2.82 billion views across TikTok. With these figures, it was no surprise that audiences were highly engaged, racking up 290 million total engagements. As a bonus, HiLo Teen’s official TikTok page saw a boost in 60,000 new followers.