Case Background
Chupa Chups is a globally renowned lollipop manufacturer. Their brand promise is to create "Forever Fun." Therefore, when young people in Italy had to stay at home for Halloween due to lockdown, this lollipop manufacturer wanted to create some fun for them on Tuke, while also generating widespread brand exposure and increasing online users' affection for the brand.
Solution
To achieve the above goals, Chupa Chups decided to launch a Halloween-themed brand challenge, #Chupalloween (Chupa Halloween). The rules for users to participate in the challenge were very simple: just dress up as a few scary characters inspired by Chupa Chups' Halloween stickers and create a video. Tuke's community users have always enjoyed creating cosplay videos in costumes and makeup, so the explosive effect of the challenge was predictable.
In the end, the community responded enthusiastically, sparking wave after wave of colorful Halloween costume shows. The reason why the brand challenge was able to instantly attract attention was that users' challenge posts would enter the in-feed content, then be aggregated on the challenge page, directly creating a viral publicity opportunity shared by the brand and its fans. The brand challenge topic would also enter Tuke's trending topics list, and, together with other ad formats, attract more users to participate in the challenge, including TopView Lite, One Day Max in-feed ads, and in-feed GD ads, all of which are included in the brand challenge's benefits.
The first "official" video promoting the event also contributed to the massive exposure. In addition, Chupa Chups teamed up with four popular Italian creators (including @giorgiamalerba0 and @valerio.mazzei) to create promotional videos, reaching their massive fan base of over 7.5 million, successfully igniting the challenge and causing the engagement rate to soar.
Marketing Results
This promotional campaign was extremely popular, with video views exceeding 295 million in just 5 days. More than 98,000 creators participated and posted updates, submitting over 242,000 pieces of content in total—an astonishing number. Chupa Chups not only achieved viral exposure in Italy, but also brought fun to people who felt bored during the Halloween lockdown. In the end, Chupa Chups achieved a 12.6% engagement rate, with thousands of Italian digital community users responding to the call, actively participating in the event, and enthusiastically responding to Chupa Chups' vision of creating fun. The brand lift study for this campaign showed that Chupa Chups' brand awareness increased by 10%, and ad recall also significantly improved by 57.6%.
