Clemenger BBDO Sydney’s very TikTok-ish Make It Happen brand platform for Frucor’s V Energy has been, as expected, a roaring success with its Gen Z target market. What teen can’t identify with being in the procrastination place? And who can’t imagine that the catch-cry, Make it Happen, would NOT catch on?
It was only natural that the follow-up should actually run on 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 the agency 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 now holds #VMakeItHappen as the standard by which it holds 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 executive creative director, Darren Wright, stated, “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 reins of the brand to creators but we loved the result. Rather than ‘pushing advertising’ the audience was 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.”
Watch some of the challenge videos on TikTok, from the creators:
