Case Study: DKMS achieves massive youth engagement and 783M video views with TikTok for Business

Promoting leading charity in the fight against blood cancer and building awareness amongst a young German audience

DKMS, the world’s largest stem cell donor register, needed to reach a younger German audience to recruit more donors and raise awareness about blood cancer. They partnered with TikTok for Business, running a Branded Hashtag Challenge (#FightClubFaces) alongside supporting formats such as TopView, One Day Max In‑Feed, and In‑Feed Brand Premium ads to engage TikTok’s community.

TikTok for Business seeded authentic creator and community content to drive participation and traffic to the challenge page; across the first three weeks the campaign generated over 783 million video views and 262,000 user-generated videos, while the TopView ad produced 17.6 million impressions and nearly 3 million clicks to the challenge page, substantially increasing engagement and awareness for DKMS.

DKMS