Case Study: The Container Store drives awareness and engagement with TikTok for Business

Drawing mass awareness for a rebrand with a compelling Branded Hashtag Challenge

The Container Store partnered with TikTok for Business to support the launch of its rebrand and one-day Twosday sale. The retailer needed a way to drive broad awareness for its new logo and tagline, “Welcome to The Organization,” while also promoting a 22% off event tied to the memorable 2/22/22 date.

TikTok for Business used In-Feed Ads with Reach & Frequency and a Branded Hashtag Challenge, #ShowUsYourDrawers, to spark engagement and direct users to the challenge page. The campaign delivered strong results, including a 2.8x lift in hashtag challenge video views, a 1.6x higher CTR for videos linking to the challenge page, and a 3.6% lift in awareness; the Twosday sale also became The Container Store’s most successful e-commerce day ever, outperforming its next biggest sales event by 2.3x.

The Container Store