Earlier this month, Olaplex ran its first paid hashtag challenge — the haircare brand asked users to show how using its products helped their hair health with before and after photos tagged with #Olaflex — on TikTok generating 3 billion views in 72 hours.
The effort is the brand’s “most major campaign on social media so far this year to date” in terms of “spend, resources, time and influencer support,” explained Charlotte Watson, Olaplex’s CMO. While the brand has been on TikTok for the last two years, generating roughly 1.1 billion views for the Olaplex hashtag over the course of 30 months on the platform, much of its success on the platform has been organic as the brand has focused on community building.
