Softsoap entered TikTok this May with its #SoapBop challenge generating 1.4 billion views thus far. While the campaign has yet to surpass Mucinex’s #BeatTheZombieFunk challenge at 5.6 billion views, Softsoap’s strategy is particularly interesting for a brand that previously lacked an active social presence and garnered a low social media score in Gartner’s Digital IQ Index: Personal Care.
Softsoap’s new challenge is focused on remembering to wash your hands for 40 seconds to keep them safe and clean, especially during the COVID-19 pandemic. The #SoapBop challenge encourages TikTok users to make videos showcasing a repeated routine with soap and water to the song #SoapBop by Madilyn Bailey, a track created exclusively for the challenge.
Softsoap partnered with multiple TikTok influencers to promote its campaign, including YouTuberBrent Rivera. Beyond posting their own video of the #SoapBop challenge, TikTok users also created duet videos with celebrity influencers who participated. Partnering with platform-specific influencers on the app allows Softsoap to reach the dominantly Gen Z audience, according to a Gartnerreport on the topic. To further boost the campaign, Softsoap leveraged spend to appear at the top of the TikTok Discover page.
Personal care brands should follow Softsoap’s lead and marketing practices when looking to establish a presence on TikTok, such as crafting native content that aligns with Gen Z, the brand, and the current cultural climate.