Brief
ING has been the proud sponsor of Dutch football for 25 years. To celebrate this milestone, we we’re asked by Greenhouse Group to help bring an ode to Dutch football. The campaign, targeting the younger ING demographic, took place on TikTok and became the first TikTok #Hashtag Challenge in the Benelux.
Approach
With the #OranjeChallenge campaign, ING gives everyone the opportunity to play their own creative role in ‘Oranje’. Through Storyboard’s proprietary consumer research solution SIA, Greenhouse and ING were able to engage the most authoritative influencers to kickstart this challenge, including FolkerTikTok, Glen Fontein and Iris Enthoven.
Results
The exclusive #OranjeChallenge hashtag turned into a massive success, generating over 248 million views. The project is on track to become one of TikTok's best practices in the Benelux. Qualitative study will be conducted. Feel free to contact us for additional information.
