TikTok Launches 'Hashtag Challenge Plus' E-Commerce Feature

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TikTok has launched ‘Hashtag Challenge Plus’, a new e-commerce feature that allows users to shop for products related with a sponsored hashtag challenges.

TikTok is becoming an ideal platform for brands to reach Gen Z audiences, despite its lack of advertising features. Now, the short-form video platform is launching a new e-commerce feature – powered by sponsored hashtag challenges – that allows users to purchase Hashtag Challenge-related products within its app.

With Hashtag Challenge Plus, users are encouraged to post videos using the hashtag and a brand’s products or participate in hashtag viral trends. They can also shop for a brand’s products without ever leaving TikTok.

Grocery chain Kroger, the first brand to use the in-app shopping feature, is currently running a sponsored hashtag challenge campaign in partnership with four influencers, Joey Klaasen, Cosette Rinab, Mia Finney and Victoria Bachlet. The influencers post videos, created in partnership with digital marketing agency 360i, that promote the sponsored the hashtag for Kroger.

Kroger is the first brand to run a Hashtag Challenge Plus campaign on TikTok with the #TransformUrDorm sponsored hashtag.

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As part of the Kroger campaign, college kids are encouraged to post videos of their “cool and essential dorm room transformations,” using the #TransformUrDorm sponsored hashtag. The Hashtag Challenge Plus feature then makes it possible for users to tap a new discover tab to view and buy Kroger products that are curated for the specific audience – things like granola bars, popcorn makers, laundry baskets, hangers, and more.

Users can purchase the products through TikTok.

To promote the campaign, TikTok has made Kroger’s #TransformUrDorm hashtag appear in its main Discover feed, providing more visibility overall. As part of the sponsored hashtag campaigns, brands can also run in-feed video ads to appear in between content from users, as well as brand takeover ads – full-page ads that appear when TikTok users open the app.