Case Study: Dirol achieves 102M video views and 88.75% brand lift with TikTok for Business

Raising awareness for Dirol's eyecatching new product in Russia

Dirol, a popular chewing gum brand, was launching a bold new black-colored mint gum in Russia and needed to drive awareness and engagement among Gen Z and Millennials. To tackle this, Dirol partnered with TikTok for Business and used TikTok’s Branded Hashtag Challenge ad format, incorporating a Branded Effect and original music to reflect the product's cool, stylish identity.

TikTok for Business ran the #DirolCheekyStyle challenge with a custom song by Loud, creator seeding, Discover Page banner placements and trending-hashtag promotion to maximize participation. The campaign produced 73,000 user-generated videos, 102 million video views in six days, a 9% engagement rate and an 88.75% brand lift.

Dirol