TikTok is undeniably one of the fastest growing and most used social media platforms out there, which makes it a perfect place for brands to promote themselves and engage with the community. A great way to do this is through TikTok challenges, and few brands are doing a better job of this at the moment than GYMSHARK. With their viral TikTok challenge, GYMSHARK66, the company successfully creates engagement and awareness within the gym and fitness community.
GYMSHARK66 is a challenge that encourages people to choose three healthy daily habits to repeat every day for 66 days in a row, with the idea being that after 66 days you will sustain these healthier habits. You can use GYMSHARK’s app to hold yourself accountable and track your progress, and post videos regarding the challenge to TikTok with the #GYMSHARK66.
This challenge has no doubt put GYMSHARK in the forefront of many peoples minds without directly promoting their products. Keep reading to find out the key aspects of creating a successful TikTok challenge, what GYMSHARK66 got right, and how it will drive an increase in sales for the company.
Know your target audience
In order to maximize engagement and increase awareness of your brand, it is important to first make sure that the challenge you are trying to create will appeal to your brands target audience. Gym Sharks target audience is anybody who enjoys physical fitness, so creating a challenge that encourages people to be physically fit and hold themselves accountable was a great way to reach that target audience. By getting the target audience engaged in your challenge, you are putting your brand in front of the people who are most likely to purchase your product.
Align the challenge with your brand identity
When creating a TikTok challenge, it is essential to make sure that the challenge is relevant to your brand identity in order to get the benefits out of the challenge. GYMSHARK’s brand identity is fitness and health, so a challenge focused on these two things is perfect for driving their target audience of people interested in these two things to engage with and potentially even purchase products from their brand. Anybody participating in the challenge needs clothes to work out in, and by putting the GYMSHARK brand into their mind they are increasing the likelihood of becoming a GYMSHARK customer.
Make sure your challenge is actually engaging
This one may seem kind of obvious, but in order to get value and use out of a TikTok challenge for your brand, you need to make sure that the challenge itself is creative and encourages engagement from the community, particularly your target audience. One simple thing that GYMSHARK did well in this regard is creating a hashtag for your challenge, as this can make it easier for people to find and contribute to your challenge. The #GYMSHARK66 currently has 134.6k videos posted under it, with more being posted by the minute. That is 134.6k people who have posted about GYMSHARK brand, and countless of people who have seen those posts and come away potentially thinking about GYMSHARK.
Utilize Influencer collaborations
One of the most effective ways to increase the reach and impact of your challenge is through collaborating with popular influencers that align with your brand identity and target audience. Influencers bring an established audience base to the table, as well as a sense of authenticity and community. GYMSHARK already has a large number of influencers that they sponsor that create fitness based content for large audiences, so they have been able to utilize these influencers to promote the GYMSHARK66 challenge and vastly increase their brands reach.
Conclusion
The GYMSHARK66 TikTok challenge will result in an increase in sales for the company, in large part due to a few key aspects of creating a successful TikTok challenge that GYMSHARK got right when creating their challenge. These aspects include defining your target audience, aligning the challenge with your brand identity, creating an engaging and interactive challenge, and utilizing collaborations with popular influencers. By successfully doing these things, GYMSHARK was able to maximize their reach and engagement, which results in an increase in sales from the increase in brand awareness.
Teaching Social Media 