Seven is one of Italy’s biggest backpack brands, with a focus on producing fun, stylish backpacks to match every personality. A popular pack for school, Seven’s range of bags covers everything from shoulder bags, to trolleys, to backpacks with selfie remote controls, and much more. To drive awareness of their extensive product range, and spread its brand message to more young people in an engaging way, Seven turned to TikTok for help creating an irresistible viral campaign.
When you’re looking to create a viral moment and capture the imaginations of young people all over the country, nothing beats a Branded Hashtag Challenge. For Seven, they chose to run a Hashtag Challenge Plus, which not only encourages users to create videos with a sponsored hashtag, but drives traffic to shoppable products from both the challenge page and the Discover tab – offering maximum exposure for their bags and brand.
The challenge itself, titled #7SEVENMOOD, was launched with the help of some of Italy’s most popular Creators, including Marta Losito, Simone Berlini, Federica Cecchin, Aurora Sheaves, and Valeria Vedovatti. Each Creator showed off their seven moods, all to the soundtrack of the challenge’s original song – an upbeat dance tune that builds to a frenzied crescendo. From sleeping in to running late, the responses to the challenge were as creative as they were entertaining, and proved TikTok’s reputation as the home of joyful and unexpected experiences.
To help promote the challenge further, a TopView Lite was used. This premium placement is the first video a user sees, occupying the whole screen with a 3-5 second ad. Additionally, a One Day Max In-Feed Ad helped to spread Seven’s message. Targeted, scaleable, and cost efficient, In-Feed Ads appear natively on a user’s personalised For You feed – sound-on and full screen.
Seven’s Branded Hashtag Challenge was a huge success, with more than 214 million views, 78,000+ participants, and an impressive engagement rate of 13.7%. Running from August 24-29, the challenge proved TikTok’s ability to host a highly effective viral moment for a brand and their products. This challenge also showed that, when paired with official music, campaigns and videos can outperform expectations thanks to the immersive experience provided for users. Alongside the campaign, the In-Feed Ad with the TopView Lite also generated a great deal of interest, driving more than 3 million visits to the challenge page. The TopView Lite Ad also generated an impressive 19.51% click-through rate.