Kia is one of the world's largest car manufacturers, known for its dynamic designs and premium quality. The brand was looking to promote the all-new Kia Rio X Style, a modern, young and sporty hatchback version of its popular Rio line. To create awareness and drive engagement around the Kia X Style among digital natives in Russia, the company turned to TikTok and its suite of innovative branded solutions.
Setting out to engage TikTok users in Russia, Kia launched the #встилеRIO Branded Hashtag Challenge. The challenge was based on a Branded Effect that could be triggered by a series of gestures. Each gesture would flash an animation of a key design feature on the car. After each gesture, participants could show off their best dance moves set to Branded Music.
To launch the campaign, Kia worked with popular Russian TikTok creators such as DanyaMilokhin, Klava Coca and Max Nemcev. With the Branded Effect in hand, these fun-loving creators showcased their own personal twist on the challenge, while the TikTok community at large was encouraged to be as creative as possible with their own dances.
Kia's Branded Hashtag Challenge was a fun and effective way to drive massive awareness for the company's all-new Kia Rio X Style amongst a highly engaged audience. The campaign was a major hit, with more than 1.2 billion video views and 1.3 million videos submitted. Even more, the #встилеRIO challenge achieved a highly impressive engagement rate of 13.7%!