The Objective
Keshet12 is the leading TV broadcast channel in Israel, home to many popular shows, including reality TV shows. While Keshet12 enjoys a very high rating, it is constantly looking for ways to create an engaging and interactive experience for its viewers. Keshet saw a great opportunity in collaborating with TikTok and its active community by using TikTok as a "second screen" experience for ongoing shows. The first show that was chosen for the collaboration was the hit reality show "Music school," a singing competition for teens that has become very popular in Israel among all ages.
The Solution
Keshet12 teamed up with TikTok to launch the #MusicSchool (#ביתספרלמוסיקה) Branded Hashtag Challenge featuring the official show dance. The challenge was kicked off with six popular Creators demonstrating the dance moves to an original beat, produced with sounds from the show. To incentivize user participation and creativity, Keshet12 featured selected videos from TikTok in a special video clip aired in primetime.
On the first day, Keshet launched a TopView on the splash screen to announce the challenge and present the TikTok-style choreography. To increase awareness and engagement, Keshet launched two One Day Max In-Feed Ads featuring leading Creators, as well as an always-on Brand Premium In-Feed Ad. At the same time, the Hashtag Challenge was promoted on television, showcasing users' videos and directing the audience to TikTok.
The Results
During the six-day campaign period, the #MusicSchool (#ביתספרלמוסיקה) Branded Hashtag Challenge gained 40 million video views, 27,000 user-generated videos, a 7% engagement rate and 20,000 new followers of the @music.school.keshet Business Account on TikTok. The media promoting the campaign realized over 8.5 million impressions with an overall 15.7% engagement rate and a 12% click-through-rate. The best part - the challenge kept trending on TikTok long after the six-day campaign was over, reaching over 500 million views in total!
