The cereal category is highly competitive and the average consumer has dozens of brands to choose from when approaching the shelf. Nestle's Lion is relatively young cereal brand in Israel, competing with several well-established and well-loved brands. Nestle sought to raise brand awareness and increase desirability by creating an emotional connection with Lion's main target audience: Gen Z. 

Lion wanted to leverage the power of the TikTok community, so together with their agency partner McCann and UM digital they launched the first Branded Hashtag Challenge in IL “Get your lion out,” calling all the lions on TikTok to roar! To maintain an integral connection with the product, the challenge was created around the morning routine, as cereal is a common breakfast for Gen Z’ers. 

To make the challenge fun and easy to follow, an original "TikTok vibe" track was created, directing the different stages of the routine:

Wake up like a lion. Fresh up like a lion. 

Dress up like a lion. Mix it like a lion.

To incentivize participation and creativity, Lion set daily prizes for the six days of the challenge, including iPhones, light rings, and boxes of Lion cereals. 

To kick off the Hashtag Challenge and inspire the community to participate, Lion launched the campaign with the help of 10 top Creators, all of whom demonstrated the challenge in their own creative way. All of the official Creator videos included a product placement to urge users to purchase Lion cereals and incorporate them into their own videos.

Lion also ran TopView and One Day Max In-Feed Ads to ramp up exposure for the challenge page. TopView ads take over the full screen upon opening the app and guarantee millions of views in a 24-hour period. In-Feed Ads offer a more integrated approach, seamlessly fitting into a user’s For You feed for maximum organic impact.