Kelaya

The objective

Driving awareness and engagement

Kelaya is an Indonesian hair care brand that focuses on hair loss shampoo. Its products include Kemiri Oil, Hair Treatment shampoo and Hair Serum.

For this campaign, the brand sought to launch a #KelayaBubblepopChallenge Hashtag Challenge on TikTok to drive greater brand recall and awareness for its top hair products, but did not have sufficient in-house resources to create a Gamified Branded Effect on the platform. With this in mind, the team turned to TikTok Branded Effect Marketing Partner Nanjing Sky Rocket to help design a branded effect they could use.

The solution

Gamified Branded Effect to drive brand recall and awareness

Kelaya worked closely with Nanjing Sky Rocket to ideate a Gamified Branded Effect that would be suitable for the campaign. The Branded Effect prompted users to pop bubbles filled with Kelaya's top 3 products (Kemiri Oil, Hair Treatment shampoo and Hair Serum) to earn points. It reflected the fun, lively image that the brand represents, and having its products appear on screen allowed Kelaya to increase brand awareness among a younger target audience on TikTok.

Kelaya also partnered with select creators to engage with the Hashtag Challenge. Their videos were then promoted as Spark Ads, increasing visibility and creating more buzz for the challenge.

The results

Amassing reach and engagement

The popularity of the Gamified Branded Effect and the use of creator-led content helped boost the overall engagement of the video, resulting in more than 5 billion views in two weeks, well above the benchmark. Kelaya also managed to reach 91,443,455 unique users and a ROAS increase of 54% from this campaign.

To track its overall success, Kelaya also ran an Ad Effectiveness study with our Measurement Marketing Partner, Kantar, and found that there were huge increases in Purchase Intent (30%), Awareness Uplift (45%), and Brand Association (25%).