How Did Dettol Reach 16 Billion Views on TikTok with a Creative Campaign?

How Did Dettol Reach 16 Billion Views on TikTok with a Creative Campaign?

After the virus spread to many countries worldwide, many companies and brands launched awareness campaigns on social media platforms to warn about the virus, how to protect oneself from it, and how to handle the current situation. Despite the crisis, these circumstances did not prevent companies from presenting innovative ideas on social media platforms. However, Dettol, a company specializing in disinfectants and hand sanitizers in India, had a different approach.

The Challenge that Took Over Social Media Platforms

After 153 confirmed cases of COVID-19 were reported in India, Dettol decided to launch a challenge on TikTok, a platform popular among young people, to encourage people to wash their hands. The challenge was named #HandWashChallenge, where a filter with a green bar carrying Dettol's brand was displayed at the top of the video. The campaign quickly gained massive success, reaching 8.7 billion views in just four days, and now the views have reached 16 billion.

Creativity in the Campaign

The campaign did not stop at just the handwashing challenge. Reckitt Benckiser, the owner of the Dettol brand, created a custom song to go along with the challenge steps. This allowed users to create videos and dance to the song, adding an element of fun to the awareness campaign. Users also shared these videos with their friends, helping to spread the message further.

Why Did Dettol Choose TikTok?

Although TikTok was a new app and did not have as much popularity as Instagram or Facebook, Dettol carefully selected it. TikTok is available in over 150 countries and has more than a billion users, with over a million installs in the United States alone. The average time spent by users on the app is 52 minutes, which are impressive numbers for an app that is only a year old.

Advantages of Choosing TikTok

Even though TikTok does not have many business accounts compared to other platforms, the number of commercial accounts on TikTok is just 70 accounts. This means there is a great opportunity to reach the target audience, especially those between the ages of 13 and 30. With TikTok's rapid growth, now is the perfect time to use this platform for advertising campaigns.

Conclusion: Creative Thinking and Continuous Learning

This campaign is a simple example of the creative thinking followed by large companies and brands. By staying updated on digital trends and thinking outside the box, unexpected results can be achieved. Therefore, we always recommend staying informed and not being afraid to tr