Case Study: Mirinda boosts awareness and drives 126K video submissions with TikTok for Business

Quenching the thirst of Gen-Z consumers in Thailand with a TikTok Branded Hashtag Challenge and Gamified Branded Effect

TikTok for Business helped Mirinda Thailand, a leading soft drink brand in Southeast Asia, build excitement around its orange, strawberry, and green cream soda flavors among Gen Z and Millennials in Thailand. The brand wanted to create a fresh wave of awareness and engagement for its products after previous campaign success, using a Branded Hashtag Challenge to reach its audience in a fun, memorable way.

TikTok for Business delivered a Branded Hashtag Challenge called #สนุกซ่าไม่มีซ้ำ (“#UniquelyFun”) powered by a gesture-activated Branded Effect, a catchy branded song, and support from TopView and In-Feed Ads, along with creator content and Discover page placement. Over a six-day campaign, Mirinda generated 100 million ad impressions, 100 million video views, and 126,000 video submissions, outperforming prior campaigns and successfully driving broad awareness across Thailand and beyond.

Mirinda