How TikTok reaches Gen Z in Japan with WTF hashtag challenges

At Spikes Asia, TikTok Japan shared three factors to boost the chances of any brand looking to attract young consumers via a hashtag challenge.

With the rise of social video on mobile, Norio Ichikawa, TikTok Japan’s creative director of the X Design Center outlined three new marketing drivers for a new generation of Gen Z consumers that brands must be mindful of.

The new marketing model – abbreviated as WTF – stands for ‘Wish’, ‘Try’ and ‘Fun’, three factors that emerged from TikTok’s research on the Gen Z audience and can be applied to the use of hashtag challenges.

According to Ichikawa, this model is backed by “serious data” that demonstrates “significant uplift in brand value”. “If you do use hashtag challenges, do consider...

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