Case Study: RCHLO achieves 1.1M user-generated videos and 6X follower growth with TikTok for Business

preading joy and inspiring brand affinity by recognising mothers nationwide with a Branded Hashtag Challenge

RCHLO, a long-standing department store and marketplace brand, wanted to connect with a younger audience around Mother’s Day. Working with its agency i-Cherry and TikTok for Business, RCHLO sought a social-first campaign to drive awareness and engagement among Gen Z and young shoppers using TikTok for Business creative solutions.

TikTok for Business helped RCHLO launch a Branded Hashtag Challenge (#Aiaiaiai) built around a custom song and creator partnerships, then amplified the content with TopView and One Day Max In-Feed Ads. The campaign drove more than 1.1 million user-generated videos, over 1.4 billion page views in six days, a 13%+ engagement rate on the challenge page, a 6X increase in organic followers, roughly 67M impressions, and a measurable 6.2% lift in brand awareness.

RCHLO

Glaucia Segatti

Manager