V Energy launched the #VMakeItHappen TikTok campaign to build brand awareness and increase engagement with their target Gen Z audience.
The campaign challenged people to get creative in showing how they make things happen in their daily lives and was set to Anything U Want by Indigenous Aussie artist HVWKS.
V and Clemenger BBDO worked with some of Australia’s most popular TikTok creators to co-create authentic, entertaining content. Each piece brought to life ‘Make it Happen’ in a way that was authentic to their audience and then the keys of the challenge were handed to the TikTok community.
More than 21 million hashtag views were generated and the TikTok creator activity was staggered throughout the campaign to maintain momentum, with a second burst driving a new wave of UGC submissions three weeks post-launch.
The six-week campaign delivered 81% ad recall lift, and a 3% lift in attitude towards V Energy as a “cool” brand. More than 653,000 video views were generated from videos created using both the official music and official hashtag.
Following the success of the campaign V and Clemenger BBDO Sydney have subsequently launched the next iteration of ‘Make it Happen’ on TikTok.
“When you launch a big brand platform like Make it Happen you always aspire to get into popular culture,” said Clemenger BBDO Sydney ECD Darren Wright.
“To not just get people talking about the campaign but interacting and playing with it as well. And that’s what’s so great when you partner with TikTok. The campaign goes to a whole new level of participation where people are creating their own content, starting trends, and most importantly having fun with the brand.”
“It’s always nerve-racking handing over the reigns of the brand to creators but we loved the result,” added Chris Henbrey, Senior Brand Manager on V at Frucor Suntory. “Rather than ‘pushing advertising’ the audience was much more engaged, bringing our idea to life in a way that mattered to them.”
“We’ve loved seeing the #VMakeItHappen campaign come to life because it’s so in tune with the TikTok community’s creativity and sense of fun,” said Brett Armstrong, General Manager, Global Business Solutions for TikTok Australia. “Led by awesome Aussie TikTok creators, it opened the door for consumers to put their own spin on what the V Energy brand means to them. This is what TikTok campaigns are all about — inviting creation and participation; starting trends and becoming part of the culture.”
Maureen’s ovah working from home, she needs a little help to make it happen! VMakeItHappen #Ad
Client: V, Frucor Suntory
Head of Marketing – Energy: Jonny Croft
Senior Brand Manager: Chris Henbrey
Senior Media and Content Manager: Ryan Smith
Assistant Media and Content Manager: Kaan Kocabay
Agency: Clemenger BBDO Sydney
Executive Creative Directors: Brendan Willenberg & Darren Wright
Creative: Josh Aitken
Design: Alex Kidd, Greg Lamb
Producer: Jo Howlett
Client Service: Rachel Robinson, Su-Ann Leong, Elisha Akhtar
Media Partner: TikTok
Media Agency: OMD
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