Case Background
MeToo is an oral fast-moving consumer goods brand, positioning itself with a mouthwash targeted at young consumers and a fashionable brand tone as a breakthrough to enter the Tuke market. The brand observed a rigid demand for mouthwash during Ramadan in Tuke and chose to launch its product during Ramadan, hoping to rapidly expand brand awareness through TikTok and effectively allow target consumers to recognize the product differentiation of MeToo.
Ramadan is a very important festival for Muslim communities, during which they fast and pray. Typically, they need to fast during the day and maintain cleanliness, taking two showers a day and keeping their oral hygiene. Therefore, during Ramadan, many Muslims experience oral odor and other related issues. Such lifestyle habits and timing can stimulate potential oral care needs, so MeToo hopes to amplify its marketing effect based on the Ramadan period.
Solution
Entering the Ramadan market, MeToo chose to quickly break through with its new product during Ramadan through an online brand challenge, deploying mainly in three aspects:
Creative Focus: By integrating product ingredients and efficacy into interactive creativity, users can trigger a teeth-whitening special effect when they encounter the mouthwash in video interactions. This not only increases fun but also allows users to effectively understand the product value.
Influencer Expansion: Inviting local celebrities and top influencers to participate in the challenge, helping the challenge gain further spread and exposure, allowing MeToo to be quickly recognized.
Long-term Operation: Fully utilizing the native traffic brought by the challenge and the commercial traffic from brand ads and bidding ads to jointly boost the new product. By leveraging the popularity of the Ramadan challenge, the brand continues to increase investment in influencers, live streaming, and advertising in the following months, further driving product sales.
Marketing Results
With the support of the TikTok platform and co-creation led by influencers, Metoo achieved over 20 billion video views in the "Ramadan Mouthwash Influencer Challenge." Starting from the third day after the product launch, many influencers spontaneously promoted the product, and within a week, it reached the top three in TikTok's fast-moving consumer goods rankings. Moreover, sales performance continued to rise even after Ramadan.
