Pomelo, Southeast Asia’s leading omnichannel fashion platform,launched its first TikTok challenge on July 20th, featuring Thai actress and model Davika Hoorne. Titled #WalkWithPomelo, the campaign encouraged fans to join the challenge from 20th-31st July, sharing their interpretation of the challenge on their TikTok account using the hashtag #WalkWithPomelo for the chance to win up to 100,000THB in prizes.

The #WalkWithPomelo challenge became the highest viewed video on TikTok in Thailand during the week of its launch, garnering over 150 million views. The challenge also boosted Pomelo’s TikTok presence, adding over 43,000 followers to Pomelo’s official TikTok account in the span of one week. “We always aim to create campaigns that resonate with our audience and reflect their diversity.

With this challenge, we’ve highlighted the creativity and individuality of the Pomelo community, as well as introducing TikTok users to the Pomelo brand”, says Jean Thomas, Pomelo’s Chief Marketing Officer.

The challenge was launched as part of Pomelo’s EmpowHer Mega Sale on July 30th, as part of Pomelo’s shift towards user generated content and social media driven campaigns to engage customers.

To promote the campaign, Pomelo’s marketing team featured frequent #WalkWithPomelo content on its livestream platform and social media channels, highlighting other #WalkWithPomelo videos from the Pomelo community as well as instructional videos showing fans how to recreate the challenge. The entire campaign was conceptualised and marketed in-house, and is the first time the brand has launched a large scale campaign on TikTok’s platform.