Hummel’s Black Friday campaign was quickly approaching, but without a clear idea or strategy to tap into the elusive Gen Z audience.
They contacted us to develop a TikTok campaign that would reach their targets and effectively launch Hummel on the TikTok platform.
We developed a sneaky way of including promo codes hidden in different videos of influencers dancing in their own unique way.
We went on a #hummelhunt in the World’s coolest neighborhood – Nørrebro This provided needed familiarity and instant recognition in the content.
In addition to posting on the hummel TikTok, the influencers loved the content so much that they posted on their own channels as well.
Although sales were harder to track, due to technical challenges, Hummel was extremely happy with the activation. It exceeded all KPIs and was a great way to kick off their TikTok channel.
Not only did we reach 2.2 million people and got a 2.6% engagement rate on TikTok, BUT we also reached our goal of a 95% danish audience!
@hummel1923 Få hele 40% under Black Week med den ekstra rabatkode 😉👟 #hummel #hummelhunt #hummellifestyle #hummelsport @ziiiiz12 ♬ hummelhunt – hummel
@hummel1923 Få 40% under Black Week hvis du kan spotte @heydeniseniso’s rabatkode 👀💃 #hummel #hummelhunt #hummellifestyle #hummelsport #hummeltraining ♬ hummelhunt – hummel
@hummel1923 Hvad var rabatkoden? Smid en kommentar 😎🤏 😏 (vent til slutningen) #hummel #hummelhunt #hummelsport #hummellifestyle #hummeltraining ♬ hummelhunt – hummel