3. Introduction
Hashtag Challenge is a form of marketing that only
appears on TikTok thanks to creative content delivery.
TikTok effects create a place for people to freely share
short videos about themselves, personal interests, even
just silly things. Just search for hashtags like
#pushupchallenge, #Makemomsmile from Colgate,
#GuaDance from Chipotle, you will see TikTok is worthy of
the "trend master" with countless videos showing
different creations from users.
03
MRK 634
| January 29th 2021
4. The potential of the #Hashtag
Challenge
With a large number of users aged between 16 and 25
years old, the Hashtag Challenge is suitable for a number
of industries such as cosmetics, fashion, beverage, ... or
promoting tourism brands, online documents, teaching
study online.
The brand starts the Hashtag Challenge by creating
hashtags, recording videos, choosing catchy music, and
calling on users to join the challenge. TikTok owns a
friendly, easy-to-use application platform that
encourages users to be creative and express their feelings
04
MRK 634
| January 29th 2021
5. The Hashtag Challenge is often driven by a number of influencers,
posting videos with hashtags and encouraging fans to participate. As a
result, users gradually become content creators when performing
challenges according to the Brand's hashtag.
In the paid version, TikTok allows banners introducing the challenge to
appear in the TikTok Discover section, leading to the brand's homepage
or the video list page of the challenge.
Hashtag Challenge is usually measured by the number of views and
clicks on the banner, hashtag page views, the number of videos user
created, the number of views, and interactions with the video. The brand
can receive millions of followers, interactions, increase brand awareness,
create good effects without spending too much money.
05
The potential of the #Hashtag
Challenge
MRK 634
| January 29th 2021
6. September 2018 marked the milestone when the first
brand - fashion brand Guess collaborated with TikTok
to present a #InMyDenim challenge. InMyDenim
hashtag challenge begins with a video of a celebrity
wearing Guess fashion products, posing on the music
background "I'm a Mess" by Bebe Rexha.
Popular #Hashtagchallenge Campaigns
1.#InMyDenim challenge
from Guess
MRK 634
| January 29th 2021
06
7. The video quickly attracted attention, went viral and gradually
changed and created millions of different versions. During the
campaign, Guess's image became a coverage throughout the
social network TikTok. Over 33 million videos use #InMyDenim
with a wealth of creative ways. The majority of participants in
the challenge are young people, in many different countries,
who are also Guess's target customers. This partnership is both
a way to communicate, position the brand and at the same
time drive sales.
Popular #Hashtagchallenge Campaigns
1.#InMyDenim challenge
from Guess
MRK 634
| January 29th 2021
07
8. The retail brand Uniqlo has launched a campaign to challenge
TikTok users to upload a short video of them wearing their
favorite Uniqlo costumes. The winning video will have a chance
to appear on screen at Uniqlo stores around the world and on
the brand's social media accounts.
Popular #Hashtagchallenge Campaigns
2.#UTPlayYourWorld
campaign from Uniqlo
MRK 634
| January 29th 2021
08
9. Samsung teamed up with TikToker celebrities to launch a new
campaign that challenged users to “teleport” the letter “A” to
another user's hand, using the app's transition effects. The aim
here was to convey the message that Galaxy’s “A-series”
connects you with your friends.
Popular #Hashtagchallenge Campaigns
3.#GalaxyA from Samsung
MRK 634
| January 29th 2021
09
10. #GalaxyA resulted in more than 30 million views for the videos.
The video is accompanied by a song custom-made for the
challenge titled “Write My Story” that accompanies the
challenge. Music in challenges is a common element that
guarantees a sense of continuity, rhythm, and personality.
Popular #Hashtagchallenge Campaigns
3.#GalaxyA from Samsung
MRK 634
| January 29th 2021
10
11. Conclusion
Highly customizable, many choices for each
individual customer of TikTok are shown
through individual effects and music. No longer
stereotyped by passive and boring
advertisements, brands can completely bring
their own colors and personalities through
Hashtag Challenge on TikTok. If you want to
approach the Z gene, the Hashtag Challenge is
an extremely effective form of marketing
MRK 634
| January 29th 2021
11
12. Works Cited
Kelsey_tries. (2020, May 13). 12 TikTok
Challenges to Inspire Your Next Campaign.
Retrieved January 29, 2021, from
https://later.com/blog/tiktok-challenges/
4 TikTok Hashtag Challenges To Learn
From. (2019, September 19). Retrieved
January 29, 2021, from
https://www.collabary.com/blog/4-tiktok-
hashtag-challenges-to-learn-from/
Make Your Day. (n.d.). Retrieved
January 29, 2021, from
https://www.tiktok.com/fr/
Success Stories About TikTok
Advertising: TikTok for Business. (n.d.).
Retrieved January 29, 2021, from
https://www.tiktok.com/business/en-
US/inspiration
