Hashtag Challenge Plus

Preview image of “Hashtag Challenge Plus”
  • Kroger has equipped TikTok with e-commerce features for a campaign
  • Kroger, unsplash

Supermarket giant Kroger is now using young platform TikTok for e-commerce.

No social media offering has grown faster than the TikTok video platform, with the app registering around 1.5 billion downloads. The success of the community, run by the Chinese company Bytedance in Beijing, has even attracted the suspicion of the political world. Since November 2019, TikTok has been under official observation by the US government. Nevertheless, with the introduction of numerous features or advertisers, the platform is developing into the central channel for brands keen on reaching a younger target group, Generation Z. Thus TikTok has become a platform for the development of new products.

US company Kroger has been the first brand to test the platform’s new e-commerce feature, Hashtag Challenge Plus, in the last half of 2019. A hashtag campaign, supported by influencers Joey Klaasen, Cosette Rinab, Mia Finney and Victoria Bachlet, led fans to a brand page created specifically for TikTok. A tab pointed to a number of scrollable products: muesli bars, a popcorn machine and shampoo were all part of the target group-oriented offering. As soon as the user clicked on “Shop Now”, they were directed to a Kroger mobile website where they could complete the purchase. The company did not provide any information about the conversion, but the corresponding hashtag #TransformUrDorm recorded almost 500 million views in the first eight weeks after the campaign was launched.