Boohoo has commissioned its first TikTok song and has called on Australian TikTok stars to dance to it.
Aussie TikTok creators Sarah Magusara (15.1 million followers), Jackson Jansen (1.1 million followers) and The Mansour Girls (39.2k followers) have so far danced to the 'It's from Boohoo Baby' song on their accounts, generating more than 537,000 views combined.
The dance to the brand's song was created by American TikTokker and dancer Kelianne Stankus who has 6.3 million followers and has also been danced to by other large TikTokkers from the US and UK.
Commissioned songs on TikTok help to generate engagement and drive traffic to the brand's site - while also being catchy.
Red Havas executive director of social Amaury Treguer said that the power of a branded challenge on TikTok can generate significant results for a brand.
"You start the challenge with a few influencers and then everyone will start taking part in it.
"By utilising the branded challenge you basically have access to your own page and you can create user generated content (UGC).
"On that page you basically do all the moderation behind it and the soundtrack that comes with your challenge can also be branded.
"So if it's a branded challenge and you pay for it you can have the logo rotating," he said.
Citing a Guess challenge that invited users to use a Guess sponsored soundtrack and transform their outfit from a ‘mess’ to ‘best dressed’ with the final result featuring denim garments, Treguer said that the traffic and click-through were significant.
"Driving traffic to your website and to the relevant page of your website is what you want to do within a challenge.
"That's what Guess did and it was very much driving traffic to their website and looking at the collection.
"They received 14.3% total engagement rate and the click through rate was 16.5% so it was clearly very effective in driving traffic to the website," he said.
The hashtag associated with the dance #itsfromboohoobaby has 431.5k views on the platform, while the more generic hashtag #itsfromboohoo has 92.5 million views.