Summary
#Champibeats reached a whopping 153 Mn users i.e. 86% of the available base of Tik Tok in April 2020. To get to this reach using regular digital media plans would take us 6 months and we did it in 3 days with a limited budget of Rs. 50 lacs.
Challenge
The country was in lockdown for just over a month and families which would otherwise not get to spend time with each other were now with each other all the time. Parachute Advansed Hot Oil took this opportunity to bring families to come together with a simple Champi. The champi is a timeless Indian practice of giving a head massage with oil. Beyond being a hair nourishment ritual and a stress buster, the champi also reinforces the close bond between loved ones. To establish the communication we needed to create a large engagement activity to encourage consumers to use the lockdown time to bond with their loved ones over a ‘musical' champi.
Objective
This was a way for Parachute Advansed Hot oil to spread some much-needed cheer between families who were already dealing with the negative news surrounding the country due to Covid 19.
Strategy
We used the hashtag challenge on Tik Tok (India's fastest growing social platform) that would help us to create engagement for the #Champibeats challenge. We understood the audiences' nuances and created customized Branded Champi beats song only for the hashtag challenge suiting the Tik Tok audiences. The challenge was thrown open to the users by some of the prominent TV celebrities like Bharati Singh, Anita Hassnandani, Hina Khan, and other Tik Tok influencers as well who took up the challenge along with their family member, made a Champi beats video, and uploaded them on the Hashtag challenge page. We garnered over 5.6 billion views from 7.8 Million videos that were created using Hashtag challenge which garnered over 715 million engagements on the videos created which were 3.6X higher than the industry benchmark
Data
Parachute Advansed Hot Oil's association with Tik Tok's hashtag challenge saw over 715 Million consumers interacted with the brand and gave a musical ‘Champi' to their family members. This helped the brand help families connect over a Champi in a fun way and helped change the perception of an age-old boring champi to a fun and engaging one. The Champi beats song and branded filter helped create an association with the brand by integrating the Champi with high tempo beats which were made for Tik Tok and helped in connecting the consumers with the brand's core value of providing superior nourishment uniquely and playfully. The 5.6 Billion video views created for Hashtag challenge is the highest engagement seen on Tik Tok Hashtag challenge for any hair care category brand.
Solution
We used the hashtag challenge on Tik Tok (India's fastest growing social platform) that would help us to create engagement for the #Champibeats challenge. We understood the audiences' nuances and created customized Branded Champi beats song only for the hashtag challenge suiting the Tik Tok audiences. The challenge was thrown open to the users by some of the prominent TV celebrities like Bharati Singh, Anita Hassnandani, Hina Khan, and other Tik Tok influencers as well who took up the challenge along with their family member, made a Champi beats video, and uploaded them on the Hashtag challenge page. We garnered over 5.6 billion views from 7.8 Million videos that were created using Hashtag challenge which garnered over 715 million engagements on the videos created which were 3.6X higher than the industry benchmark
Results
Reach of the brand – 153 Million which is higher than the benchmark of 80-90 Million was almost 86% of the available reach on Tik Tok in April 2020 Return on Investment – Within just 3 days – the tactical campaign on Tik tok garnered 8x reach compared to the reach from other regular digital campaign delivers in a month. The reach of 153 Million created a huge reach for the brand and its imagery Since digital was one of the medium which saw a spike in consumption during the lockdown, it was the right time to ride this wave. It helped the brand in creating a two-way conversation with the consumers leading to 715 million UGC videos within 3 days. We used regional-specific influencers to participate and start the hashtag challenge, this helped us build uniform reach across Pan India. The reach for the campaign was a whopping 153 Mn which was 86% of the available reach on Tik Tok in April 2020. These videos also garnered over 5.6 billion views which is massive within a short span of 3 days. To measure the effectiveness of the campaign we ran a BLS which saw the brand awareness for Parachute Advansed Hot Oil move up by 10% and the brand association of Parachute Advansed Hot Oil with Champi beats also increased by 11%.
