We were tasked with creating a bespoke activation across digital and social when Jump launched at the GRAMMYS. So, we created a branded hashtag challenge that brought the film to TikTok and engaged the community. The goal was use the film to inspire the most creative social platform into creating content that expanded the campaign and got the internet involved. Highlighting the freedom of AirPods Pro by creating an actionable challenge on TikTok.

Partnering with a diverse group of creators on TikTok, to create a hashtag challenge that features AirPods inviting people to “Jump”. Encouraging them to creatively transform unexpected objects around them into a jump rope.

AirPods are Apple’s most culturally relevant and popular products, particularly with younger consumers (Gen Z). AirPods drives considerable organic discussion, memes and creativity on TikTok — #AirPods has 5.6B video views, making it the second most popular Apple product content category on TikTok after iPhone. Our goal with this campaign was to reach Gen Z, the primary audience on the platform. So, we launched a Hashtag Challenge (HTC). HTCs are a key component of TikTok culture, where a simple prompt can turn into a platform for community creativity. Our HTC, #JUMP, asked creators on TikTok to put their own spin on our AirPods Jump film concept, which saw everyday objects being magically turned into jump ropes.

The day after the Jump film premiered during the GRAMMYS the #JUMP challenged launched on TikTok. It was kicked off with 6 creator partners who all put their own spin on the challenge. The videos were seen on Apple’s TikTok profile, as well as TikTok’s top-view feed and in-feed ad units across 9 markets (US + International).

The challenge recorded over 12.4 billion views and received 28 million impressions in just 24 hours. Users engaged with the hashtag for 13 seconds on average and it had a share rate of 1.78%.