Hopscotch’s Mother’s Day campaign records 2 billion views on TikTok
Hopscotch - India’s new-age, kids fashion brand, has built its consumer base of 2.2 million monthly users solely based on their digital marketing efforts. In spite of being in the kids fashion space, the company is more invested in tech and social media related activities than any other player in the sector. From using technology to gathering detailed user data for better operations, to coming up with the most innovative digital campaigns and engaging with its consumers, Hopscotch always strives to stand out.
Hopscotch recently unveiled its Mother’s Day campaign in association with TikTok – world’s leading short- video app. The campaign, which received up to 2 billion views in a week, focused on one of the lighter roles that every mom plays in her kids’ life, which is of a first-stylist. Hopscotch and TikTok partnered on a fun Rap-Challenge asking moms across the country to create videos that capture their experiences styling their kids while rapping to a Hopscotch rap song. The top 10 creative entries won Hopscotch vouchers worth 50,000 as a reward.
Puneet Sehgal, Chief Operating Officer, Hopscotch India says, “At Hopscotch, we are always looking for fun, creative ways to talk to our customers. Through our Mother’s Day campaign, we not only wanted to thank Mothers for playing that role of our first-stylists, but also wanted to engage with them through a memorable activity in which both mother and child have fun participating; hopefully they’ll look back at this video with fond memories. Our association with TikTok has helped us ensure that our message echoes across the country while reach our target audience in a fun way.”
Through this association, both brands created a partnership of many firsts by tapping a completely different target group. Hopscotch reached out to influencers between the age group of 17-35 years who participated with their mothers and kids. As the campaign picked up pace, TikTok saw a whole new audience of young mothers between 25-40 years participating and creating content on the platform with their kids. During the three day period of the challenge, at least 1 million mothers created videos and received a total of 995 million views, and now the number stands at 2 billion views in one week.
Talking about the success of the campaign, Sachin Sharma, Director of Sales and Partnerships, TikTok said, ”TikTok gives an opportunity to the brands to connect with its users in the most fun and entertaining way, through 15-second short videos. We have seen a lot of parents making interesting content with their kids on TikTok, which also results in bonding and spending time together. We are looking forward to Hopscotch’s campaign being another great example of this, as it touches upon a very emotional side of the relationship between a mother and child. TikTokers use the platform for creative expression and Hopscotch’s campaign is an example of the diverse content available on the platform.”
Using its very own social media platform, Hopscotch encouraged consumers to be part of this fun challenge and showcase their creativity on TikTok. The rap video was also leveraged across other platforms like Gaana, Instagram and YouTube as well.
Hopscotch is a one-stop destination for all kids’ needs and is accessible pan India across 1,300 cities. Launching about 500 new styles daily on their website, Hopscotch is trailblazing the Indian kids fashion space by offering the latest trends at an unbeatable value.