Back-to-school season is in full swing! To help get college-aged kids excited for the impending school year, Kroger, the nation’s largest grocery retailer teamed up with TikTok, the emerging short-form video platform to create the first-ever “Hashtag Challenge Plus” campaign in the US.
The challenge encourages young adults to post their cool and essential “dorm room transformations” to the platform using the branded hashtag #TransformUrDorm. We collaborated with Kroger to create and launch the hashtag challenge by enlisting four college-aged influencers: Joey Klaasen, Mia Finney, Victoria Bachlet, and Cosette Rinab — to showcase how they “transformed their dorm” by shopping at their local Kroger banner store. In true TikTok spirit, the influencers’ transformations are synchronized to the beat of fun music and thumb-stopping video effects.
Kroger is the first brand globally to activate a Hashtag Challenge Plus on TikTok. Not only that, but this challenge stands apart from other original hashtag challenges because it utilizes shoppable products within the app itself. That means users can browse and buy products right from Kroger’s dedicated brand site while remaining in the TikTok app.