Alba Botanica

#ZitHappens TikTok Challenge

THE ASK

Raise awareness of Alba’s Acnedote product & position Alba as a social innovation leader.

THE PROBLEM

Amidst the messaging-dense back-to-school season, Alba Botanica’s teen-focused Acnedote line needed to capture the attention of a Gen Z audience who gravitates to the latest cutting-edge social platforms and trends.

THE SOLUTION

By launching a Hashtag Challenge on the emerging TikTok platform, we crowdsourced content from Gen Z creators, effectively turning them into Alba Botanica brand ambassadors.

The concept: #ZitHappens - under this hashtag, we challenged TikTok users to create their own “zitcom”, demonstrating the funny, creative, and unique ways they fix or own the “zituation” of acne breakouts at inconvenient social moments.

THE EXECUTION

We seeded the #Zithappens concept by selecting three macro-level TikTok influencers to kick off the challenge:

@operamericano - 818.3K Followers / 11.5M Likes
@luanndiez - 3.6M Followers / 134.9M Likes
@benoftheweek - 5.7M Followers / 232.7M Likes

Awareness of the HTC (hashtag challenge) was supported via TikTok native assets, including a brand takeover page, branded HTC discovery banner, and branded HTC page profile. This was supplemented by off-platform awareness-driving content via an Alba landing page sweepstakes & acnedote takeover, paid posts & stories on Instagram, and eCRM blasts.