As Black Friday loomed on the horizon, Hummel faced a pressing challenge: they lacked a clear strategy to engage the elusive Gen Z audience on TikTok. They needed a campaign that would not only resonate with this demographic but also effectively introduce Hummel to the TikTok platform.
Leveraging authenticity, we crafted a promo code hunt with top Danish influencers: @heyneeze, @ziiiiz12, & @jasseminho (500k+ followers combined).
Promo codes were subtly placed in videos of influencers dancing uniquely. We initiated #hummelhunt in trendy Nørrebro, Copenhagen for relatable setting. Though designed for Hummel's TikTok, influencers also shared on their channels, boosting reach.
engagement rate on TikTok
Successfully targeted Danish audience
above set KPIs
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