TikTok Tests New In-App Shopping Feature With Kroger Called 'Hashtag Challenge Plus'

Photo: TikTok

TikTok has become one of the most downloaded social media platforms in 2019. Its’ creator first approach to developing new features and experiences has played a big role in its rapid growth and popularity among content creators. It’s also catching on with brands, who are looking to take advantage of viral and highly-engaging content and reach Generation Z globally.

Aligning with the back-to-school season, Kroger is the latest brand to jump on TikTok and run a hashtag challenge. With the help of a handful of influencers on the platform, the grocery chain is encouraging users to create videos around its #TransformUrDorm hashtag and showcase “cool and essential dorm room transformations.”

Hashtag challenges aren't anything new on TikTok as Chipotle, Coca Cola, Calvin Klein, and other notable brands have run them before in the past. However, Kroger is the first brand to run a hashtag challenge that features a new in-app shopping feature that provides the opportunity for the brand to drive traffic and purchases.

When a user engages with the hashtag, he or she will be taken to #TransformUrDorm hashtag challenge page, which features a description of the challenge as well as 'Videos' and 'Discover' tab.

The 'Videos' tab showcases videos that include the hashtag while the 'Discover' tab hosts the new in-app shopping feature.

In addition to a 'Shop Now' button that takes users to Kroger's e-commerce site, where they can purchase back-to-school related products, there is a 'More Products' section and a 'Find a Store' section. The former features curated products that directly link out to each of the products' specific product page while the latter highlights specific Kroger stores where users can find these products at.

The addition of the shopping feature to the hashtag challenge is currently being offered as 'Hashtag Challenge Plus.' There is no word whether this new ad offering will be made available to other brands, but based on the recent trend of social media platforms adding in-app shopping experience and brands’ growing desire to be able to directly measure the success of social media, it's likely that it will be relatively soon.

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SOURCE: AdWeek