Dettol India’s #HANDWASHCHALLENGE TIKTOK CHALLENGE Receives A Whopping Response
Health organizations, governments, celebs, and even brands are sending out social distancing messages and wash-your-hands reminders to the masses, as the coronavirus pandemic is wreaking havoc globally.
Brands are finding it difficult to put their marketing strategies into action, and are forced to press pause on them. This pandemic is here to stay awhile, and it is time for all brands to do a 360 degree on their campaigns and strategies. Dettol, however, shines out with this new challenge.
Dettol, as we already know, sells disinfectant wipes, sprays, and hand sanitizers. They started a new Tiktok challenge with the hashtag, #HandWashChallenge. They even came up with a unique song to pair with this challenge, which is now available on TikTok.
Image Courtesy: https://twitter.com/DettolIndia/status/1239082417605849088
The challenge became a sensational hit, acquiring 8.7billion views in just a span of four days. Although Dettol released it as an awareness campaign, it has been molded in a way that is suitable for Tiktok.
Dettol beat E.l.f. Cosmetics. Last October, E.l.f garnered over 1.7 billion views in just seven days for its own TikTok challenge. It was one of the first few brands to design its very own song for a challenge.
This #HandWashChallenge filter gives out the brand name and the steps required to keep your hands clean, while the user depicts these steps through dance moves.
Image Courtesy: https://www.tiktok.com/@urvashirautela?lang=en
“Join hands with Dettol and take the #HandWashChallenge to spread awareness on how to wash hands!” says the challenge on Tiktok.
Image Courtesy: https://www.tiktok.com/@kartiktokaaryan?language=en&sec_uid=MS4wLjABAAAAiaKzppoLDIEu0zeakskzxVUo11AapKHLp-Mozz9cJyhr3vWH8OKDrW7XiHOFbv5z&u_code=d97j563gg2c5ma&utm_campaign=client_share&app=musically&utm_medium=ios&user_id=6757170585396675589&tt_from=copy&utm_source=copy&source=h5_m
This is an example to all the brand agencies and marketers of how to come up with content and strategies that suit the current crisis of the world.
Dettol took the simple WHO guideline and generated a smart marketing tactic. The brand has even ensured to play a huge part in spreading the awareness of clean hands which is a critical need at the moment.