Hummel

The Partnership

As Black Friday loomed on the horizon, Hummel faced a pressing challenge: they lacked a clear strategy to engage the elusive Gen Z audience on TikTok. They needed a campaign that would not only resonate with this demographic but also effectively introduce Hummel to the TikTok platform.

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What we did

Leveraging authenticity, we crafted a promo code hunt with top Danish influencers: @heyneeze, @ziiiiz12, & @jasseminho (500k+ followers combined).

Promo codes were subtly placed in videos of influencers dancing uniquely. We initiated #hummelhunt in trendy Nørrebro, Copenhagen for relatable setting. Though designed for Hummel's TikTok, influencers also shared on their channels, boosting reach.