Following the successful launch of V Energy’s MAKE IT HAPPEN brand platform, Frucor Suntory wanted activity that built upon brand awareness and engagement with Gen Z.
Given that V Energy is a transformational brand, with a long history of being part of culture, Clemenger BBDO Sydney turned to another Gen Z cultural favourite – TikTok.
The #VMakeItHappen campaign challenged people to get creative in showing how they make things happen in their daily lives – from the big, to the small, the funny and the downright ludicrous – all set to the low key beats of Anything U Want by Indigenous Aussie artist HVWKS.
To kick things off, V and Clemenger BBDO worked with some of Australia’s most popular and engaging TikTok creators to co-create authentic, entertaining and at times odd content. Each piece brought to life MAKE IT HAPPEN in a way that was authentic to their audience. And then we handed over the keys of the challenge to the TikTok community.
The result was more than 21 million hashtag views and a flurry of user generated content. The TikTok creator activity was staggered throughout the campaign to maintain momentum, with a second burst driving a new wave of UGC submissions three weeks post-launch.
The six-week campaign delivered 21 million views on the hashtag #VMakeItHappen, 81% ad recall lift and a 3% lift in attitude towards V Energy as a cool brand. More than 653,000 video views were generated from videos created using both the official music and official hashtag – a view per video generated result TikTok called remarkable compared to results from other challenges.
TikTok herald #VMakeItHappen as the standard by which they now hold creator partnerships for TikTok Branded Hashtag Challenges. Following the success of the campaign V and Clemenger BBDO Sydney have subsequently launched the next iteration of MAKE IT HAPPEN on TikTok.
Clemenger BBDO Sydney ECD Darren Wright says: “When you launch a big brand platform like MAKE IT HAPPEN you always aspire to get into popular culture. To not just get people talking about the campaign but interacting and playing with it as well. And that’s what’s so great when you partner with TikTok. The campaign goes to a whole new level of participation where people are creating their own content, starting trends and most importantly having fun with the brand.”
Chris Henbrey, Senior Brand Manager on V at Frucor Suntory, added: “It’s always nerve-racking handing over the reigns of the brand to creators but we loved the result. Rather than ‘pushing advertising’ the audience were much more engaged, bringing our idea to life in a way that mattered to them.”
Brett Armstrong, General Manager, Global Business Solutions for TikTok Australia, said, “We’ve loved seeing the #VMakeItHappen campaign come to life because it’s so in tune with the TikTok community’s creativity and sense of fun. Led by awesome Aussie TikTok creators, it opened the door for consumers to put their own spin on what the V Energy brand means to them. This is what TikTok campaigns are all about — inviting creation and participation; starting trends and becoming part of the culture.”
Check out some of the challenge videos on TikTok, from the creators.
If you’ve been watching the Olympics these past few days, chances are you’ve probably come across the talent that is US gymnast Simone Biles. Biles has encapsulated viewers with her athletic jumps, flips and all-around gymnastic genius. As a result, Biles has also dominated social media feeds, with fans pouring out their admiration for the […]
A study conducted by the University of Queensland has claimed that the social media app TikTok needs to create regulations around vaping. Researchers at the University of Queensland analysed and evaluated the content of over 800, of TikToks most viewed vaping videos. Collectively the TikToks amassed over one billion views. The study found that 63 […]
ESPN and the National Basketball League have extended their broadcast partnership for a further three seasons as part of an expanded television rights package. ESPN and the National Basketball League announce a new expanded agreement that will run for three seasons, until the end of the 2023/24 NBL season. The landmark broadcast deal comes with […]
Sydney-based co-working startup, Workit Spaces, announced today the launch of ‘Beyond The Store’, a six-part web series to uncover the smarts and passion behind successful Australian eCommerce businesses. Workit Spaces has gone where no other coworking hub has gone before, by investing over $100,000 to tell the stories of six Australian eCommerce businesses and how […]
In light of the prolonged lockdown occurring throughout New South Wales, Semi Permanent Sydney has announced new dates for this year’s festival. It will now take place between 17-19 November 2021 at Carriageworks. “Our mission, always, is to craft the best and most valuable experience for both our speakers and audience, and to ensure the […]
Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]
Social media management solutions company Hootsuite, has announced that Maggie Lower has joined the company as chief marketing officer. Lower will own the brand’s overall global strategy, demand generation, communications, and events. Prior to joining Hootsuite, Lower was the global chief marketing officer at Cision, the first chief marketing officer at TrueBlue, and has held […]