Case Study: Mucinex achieves massive Gen Z awareness and viral reach with TikTok for Business

Raising brand awareness amongst Gen Z

Mucinex wanted to raise awareness of its Nightshift over‑the‑counter product line among Gen Z and needed a platform that could drive authentic, youth-focused engagement. They partnered with TikTok for Business, using TikTok’s creative ad solutions including a Branded Hashtag Challenge, an original soundtrack, creator partnerships, and a Branded Effect featuring the brand mascot Mr. Mucus.

TikTok for Business executed a 360° campaign that leaned into native TikTok behaviors and creator co‑creation, sparking a nine‑day zombie dance craze that generated over 500,000 user videos and nearly 5.8 billion video views. The campaign delivered measurable business impact, producing a 60.4%+ lift in ad recall and notable increases in purchase intent and brand favorability.

Mucinex