To commemorate its birthday and thank its customers for their continued support, Vietnamese e-commerce giant Sendo was determined to throw a celebration like no other. To do so, it slashed its product prices and dished out huge discounts. But getting the word out on these deals meant reaching their consumers effectively and engagingly — something TikTok achieved seamlessly.
Sendo decided to capitalise on its large online following by creating the #YeahSinhNhatSendo (translated into English as "Yeah! It's Sendo's Birthday") Branded Hashtag Challenge. The celebratory aspect of Sendo's outreach campaign was underscored with the use of a Branded Effect, which encouraged users to interact with Sendo's mascot – a young, sprightly lady in a bright red party dress — by using their facial expressions and body postures, all set to a catchy beat.
Creating official videos helped users break down the choreography into simple steps and gave them an easy-to-follow template to develop their videos. This allowed Sendo to organically build brand awareness and create relatable content for its campaign. To further boost the virality and reach of the campaign, Sendo also ran standard ads including Brand Takeover ads, the first thing users see when they open the TikTok app, and In-Feed Ads (Brand Premium & One-Day Max) which ensured that the ads were seen as part of users' For You pages.
The campaign proved a huge hit as total video views reached an all-time high of 168 million. The user-generated content also helped increase video creation numbers which stood at nearly 59,000. As a result, Sendo generated a whopping 10 million engagements. By putting a smart twist on retail therapy, Sendo is able to build a larger customer base and improve its brand presence online.