Module 3: Enhancing Touchpoints with Contagious Content and Conversation Unit 1: Stimulating Community Interest, Excitement, and Interaction
How Well Do Branded Hashtag Challenges (BHC) Perform? (e.g., compared to standard mobile ads)
Brand Awareness
Engagement Rate
Return on Ad Spend (ROAS)
BHC Advantage
Ad Recall
4.5× higher than ads
17.5% on TikTok vs 1–5% avg
2.5–5× higher than ads
Full-Funnel Impact
4× higher than ads
High Organic Visibility
Driven by high engagement
Top feed ranking
Targeted Amplification
Cultural + influencer fit
Easier discovery via hashtags
Builds User- Generated Community
Encourages brand- tagged content
Campaign becomes user-driven
However, BHC success leans heavily on mega- influencer sponsorship where lead generation isn't the priority. They haven't made significant inroads with micro-influencers and brands focused on lead nurturing that need clear calls- to-action or links to progress prospects through the funnel. Creative Contests Creative contests, hosted on nearly every social media platform, provide fun, interactive ways to
engage targeted personas in the mid-funnel stage. Instagram contests generate significantly more engagement than regular posts in both comments and likes.
INSTAGRAM CONTESTS GET MORE ENGAGEMENT THAN REGULAR POSTS
64 x MORE
COMMENTS
Raising Awareness Campaigns
Awareness campaigns like the Ice Bucket Challenge and Dumb Ways to Die demonstrate the power of entertaining challenges for mid- funnel engagement. The Ice Bucket Challenge became one of the most viral social marketing campaigns ever, raising awareness and funds
LIKES
3.5 x MORE
0 50 100 150 200 250 300 350 400
Average Post
Average Contest
142
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