A TikTok hashtag challenge campaign that strengthened Lotteria’s youthful and friendly brand image among Gen Z through music and social engagement...
CASE STUDY
A simple breakdown of the challenge, approach and key campaign outcomes.
Lotteria needed to refresh its brand image and build stronger emotional relevance with young consumers. The challenge was to move beyond traditional fast-food communication and create a campaign that felt natural, fun and easy for Gen Z to participate in.
The campaign featured Vietnamese singer AMEE and the song “Thay mọi cô gái yêu anh” as the emotional hook. Lotteria extended the momentum through a duet song challenge and the #URMyFavorite TikTok hashtag challenge, encouraging users to create their own creative content using the brand song.
525M+ Hashtag views 9,400+ User-generated videos Top 4 YouTube Trending #3 Zingchart
Process
Gen Z connects with brands through music, emotion and content they can easily recreate or personalize.
Use AMEE’s youthful image and the MV storyline to position Lotteria as a familiar part of young people’s favorite moments.
Launch the #URMyFavorite TikTok challenge, encouraging users to creative videos with the campaign song.
Sustain campaign buzz through creator participation, social amplification and performance tracking across SNS platforms.
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