In order to achieve its objectives, Shop Titans launched the #ファイトタイタン hashtag challenge on TikTok. Here’s a detailed breakdown of the strategies around this campaign.
Timing: We chose the Japanese Golden Week, a series of popular Japanese holidays, as the target date for our hashtag challenge to maximize exposure.
Localized Materials: We created a set of custom stickers and profile pictures designed specifically for the Japanese audience.
Traffic Generation: We ran several TikTok campaigns targeting the app’s main entry points in order to drive users to our Hashtag Challenge. The Hashtag Challenge ran for a total of 3 days in April 2021 and it was structured as follows:
Campaign 1: Homepage takeover linking TikTok users to our Hashtag Challenge; once on our Hashtag Challenge homepage, users would then be able to create their own video, publish it, and become a part of the Hashtag Challenge.
Campaign 2: Brand premium video placed in the “For You” section on TikTok; from there, users would be able to reach our Hashtag Challenge homepage, pick a sticker from the custom ones we designed, then create their own videos to join the challenge.
Campaign 3: Top banners in the “Discover” section on TikTok, designed to generate additional traffic by helping users find the Shop Titans Hashtag Challenge; once they clicked on the banner, they would land on our Hashtag Challenge homepage, where they would be able to create their own videos and join the challenge.