The Objective
Chio Tortillas is Germany’s biggest Tortilla Chips brand distributed in several European countries. Its objective was to generate mass awareness for the brand and reinforce its association with American Football – all whilst pulling Gen Z into the funnel in the process.
The Solution
To meet its objective, Chio Tortillas ran a Branded Hashtag Challenge called #UnleashTheBeast. All users had to do was grab their favourite bag of Chio Tortillas and unleash their beast mode, with an augmented reality Branded Effect springing into action to bring the campaign to life.
The Branded Hashtag Challenge format is one of TikTok’s most popular for awareness-driving metrics because it is so widely discoverable. Pooling user entries onto one, central challenge page, it floods the feed with unique community creative and also displays in TikTok’s trending hashtag list. The package comes with a suite of additional ads, with Chio Tortillas a TopView and One Day Max In-Feed Ad to warm-up the audience and double down on exposure for the campaign.
The creative was smart, using 10-12 influential Creators to kickstart the challenge and provide inspiration for how to “unleash your beast.” An AR Branded Effect saw an American Football helmet and warrior stripes land on the head of anyone who took part and made for an impactful visual that stood out in the feeds. A second trigger visualized the virtual explosion of the flavors to show the intensity of the tortilla flavours to underline the power of the sports. Creators danced, made rock signs with their hands and showed powerful energy whilst eating Chio Tortillas, making for a stand-out challenge that captured the imagination of the community.
The Results
The campaign was a resounding success, generating more than 981 million video views and a stellar 460,000+ videos created. The community embraced the challenge and got their beast mode on, pronto. A brand lift study was performed and showed the campaign also generated a 6.1% increase in brand awareness, as well as a 14.6% increase in ad recall. Memorable indeed.
Katja Johannson (Marketing Director Intersnack Ger.): “We are pleased that, after our funny-frisch campaign, we were also able to implement one of the most successful Hashtag Challenges with results above the one billion mark with Chio, which convincingly creates a link between the intensity of the products and the intensity of American Football in the young target group.”
