Orahex, an oral rinse brand, was on a mission to educate. Maintaining your oral health is undoubtedly important, even more so during the pandemic, when sensitivities to hygiene have been at an all-time-high. As a refresher, Orahex was looking to raise awareness on the importance of gargling. Not only does it leave you with fresh breath, but Orahex also protects you from respiratory infections, and is an effective line of defense against oral bacteria and viruses.
Orahex wanted to reach audiences in the Philippines, but it also sought a platform that could assure it would stay top-of-mind throughout the campaign. With a TikTok Branded Hashtag Challenge, Orahex could check off all the boxes. So, the brand launched the #ORAHEXFaceDance challenge. For the challenge itself, it was all about celebrating the "face dance" - The face you make when you’re gargling. The face when you’re swishing and swirling an oral rinse, left to right, in every nook and cranny in your mouth. Orahex embraced this and asked participants to make their own face dance set to its Branded Music.
Orahex then went one step further. To make sure the challenge had the kick it needed to reach audiences throughout the Philippines, the brand developed its own ad creative. The creative showcased just what it means to do a face dance, while encouraging users to participate.
To promote the challenge, Orahex launched TopView and Brand Premium In-Feed Ads throughout TikTok, all of which drove audiences to Orahex’s Hashtag Challenge Page. To round out its promotion, the #ORAHEXFaceDance challenge was also promoted on TikTok’s Discover page, including being spotlighted as a Banner and as a featured challenge on the page’s # In List.
#ORAHEXFaceDance was a hit. Following its 3-day promotional campaign, the brand picked up 4,000 new followers on TikTok. But more significantly, the campaign saw more than 87,300 videos created, which drove 58.3 million video views. The brand also saw 5.78 million engagements. With the #ORAHEXFaceDance, Orahex got what it was looking for. The brand was now not only top-of-mind, but also reminded audiences to keep their oral health in check.