Swisse’s Tiktok hashtag campaign wins Digital Marketing Strategy of the Year Award
The campaign achieved 100 million views within three days of launching.
Swisse, part of H&H Group, is thrilled to announce that it has won Digital Marketing Strategy of the Year – Singapore in the recent FMCG Asia Awards hosted by Retail Asia, for its TikTok Hashtag challenge. The awards celebrate the most outstanding companies in Asia Pacific's FMCG industry that have shown exemplary performance with their innovative products and initiatives.
Australian-born brand Swisse launched in Thailand in 2021 – one of the biggest and fastest-growing markets of supplements, vitamins, and skincare in Southeast Asia. One of the core ranges that the company entered in the market is its skincare range of clay masks.
To support this, the company launched a hashtag challenge on the social media platform, TikTok, allowing it to target young women aged 20 to 35 to create strong brand awareness, engagement, as well as establish itself as a brand leader in social media and e-commerce.
The TikTok Hashtag challenge, titled #MaskingforbeautywithSwisse (#มาส์กสวยสวิสเซ), was developed within a record timeframe of just a month and a half. The campaign centred on the idea that no matter how unique or outrageous one’s current facial regimen is, Swisse's clay masks are simple to use and give better results that can be felt and seen whilst using all natural ingredients.
The challenge encouraged Thai TikTok users to showcase their most unique home facial treatments. For this, Swisse offered beauty products valued at 100,000 Baht as a prize for the most unique D-I-Y facial treatment submissions.
The conversion goal was to drive consumers directly from the link on Swisse HTC page to the Swisse Official Brand stores on Watsons, Shopee, and Lazada. The key partners involved in the campaign include Ogilvy Singapore, TikTok SEA Team, H&H Global Marketing Team, and H&H TH/SEA Marketing Team.
In granting the award, the judging panel considered the major achievements of the brand:
The first is that the campaign allowed Swisse to achieve 100m views within three days of launching the hashtag challenge and a total of 383m views within 1.5 months. More figures show that the brand was able to gain 10.8m engagements through likes, comments, and shares. It attained 12m unique video views, 117k unique videos created by consumers, and a total of 16.8k followers with more than 210k page-likes.
The second achievement is that the campaign allowed Swisse to build brand awareness by 62%, with 50% purchase intent based on the Kantar BLS-Online survey, thus providing strong support for a brand launch in Thailand.
The third achievement is that with this campaign, the brand managed to achieve 17.5% unit sold market share of the clay mask category in the official Shopee Mall in September, and since then, Its clay masks have continued to be in the top 5 best sellers in its store. Swisse considers this as a huge achievement, taking into account it is a new launch in Thailand.
Swisse is proud of the success of this campaign, most notably that it allowed the creation of a strong base of followers, built brand awareness and engagement, and created the consumers’ ambassadorship program.