Case Study: Natur-E achieves 4.68 billion video views and 544 million engagements with TikTok for Business Branded Hashtag Challenge

Promoting a new skincare brand jingle with a Branded Hashtag Challenge

Natur-E, an Indonesian skincare brand, wanted to drive awareness for a new brand jingle among a generation growing up with TikTok while keeping the campaign authentic, joyful and participation-driven. They partnered with TikTok for Business to leverage the platform’s creative and advertising solutions to build memorable, user-driven engagement.

TikTok for Business ran a Branded Hashtag Challenge (#MulaiDari100) with five creator-led dance videos, weekly prizes for top creators and complementary Brand Takeover and One Day Max In‑Feed ads plus Discover placements. The campaign drove over 30 million views to the hashtag page, attracted more than 1 million participants who created 2.79 million videos, achieved 544 million engagements and delivered a total of 4.68 billion video views.

Natur-E