Case Study: Caltex drives 1 billion views with VMLY&R's TikTok #UnstoppableStar campaign

Caltex drives 1 billion views with VMLY&R

VMLY&R partnered with Caltex (a fuel brand of Chevron) to address the challenge of maintaining engagement during the Covid-19 pandemic when drivers were restricted. The central issue was how to connect with Caltex's audience and promote its "enjoy the journey" ethos when people couldn't actually drive.

The solution was a viral TikTok campaign, created in collaboration with Def Jam Southeast Asia, featuring an original rap song and a custom filter for virtual in-car music videos. This campaign, #Caltexunstoppablestar, generated over 1 billion views worldwide, 408,000 user videos, and reached 30 million unique users in Asia, delivering 72 million engagements for the brand.

Caltex