Launching Australia's first ever Gamified Branded Effect to drive brand love
TikTok was already a proven channel for driving downloads of digital banking app Up amongst its target audience of Gen-Z and Millennial Aussies. So with the brand set to launch its new brand platform, Easy Money, they wanted to solidify the message that Up helps keep your finances fun and easy. Expanding upon its already extensive use of the the platform, the brand turned to TikTok to drive broader brand love and give more people a taste of its fresh take on saving and spending.
Gaming was already in Up's DNA as it easily correlates with the fun and easy messaging of its product, so launching Australia’s first-ever Gamified Branded Effect on TikTok made sense. The game was focused around a coin catch, where users were encouraged to catch and munch flying coins. A winner was randomly selected to win $1000 in cash. Easy money!
To ensure multiple touchpoints within the campaign, Up simultaneously launched a TopView ad while partnering with key creators across large and small follower bases to hit a wide cross-section of audiences and drive high engagement.
Creators underpinned this campaign as Up collaborated with big-name local artists Georgie and Zac , Emily Johnson and Chantel Mila, all of whom took part in the game and shared it with their followers.
The hashtag #UpEasyMoney quickly racked up more than 25 million views and generated 250+ relevant pieces of user-generated content with a diverse mix of TikTok creators taking part. The unique creative proved memorable with the campaign achieving a 7.6% lift in ad recall and 29% lift in brand preference.