Brand
GT's Living Foods

The Brief
Launched in July 2020 during the height of COVID-19 lockdowns, GT's Living Foods wanted to establish a TikTok presence and rapidly grow an engaged community around its brand, using the power of dance and music to promote unity at a moment when people needed it most.

Campaign
We launched GT's Living Foods on TikTok with a viral #UnitedWeDance Hashtag Challenge designed to drive brand awareness, community participation, and follower growth at scale.

Participants were asked to post a dance video with their favorite GT's Kombucha bottle for a chance to win a month's supply of GT's Synergy Kombucha and a grand prize trip to 'The Kombucha Lair' — GT Dave's home in Los Angeles.

To kick it off, GT himself joined MAAD, the artist behind the campaign's anthem "Get By," and four dancers, showing up on camera and setting the tone for everyone who followed.

Social Platform
TikTok

ROI

• 164,000 total video submissions

• 1 billion views in the first 48 hours

• 4 billion+ total views

• 4,000%+ follower growth

• 150%+ increase in web traffic

• 65% YoY sales increase

Behind the Results
During the campaign launch, our team managed such a high volume of real-time community engagement that TikTok flagged the account activity. A TikTok rep reached out and said he had never seen anything like it. We took turns responding to comments around the clock to keep the momentum going.

Bonus: The campaign ended. The hashtag didn't.
Since the official campaign, #UnitedWeDance continues to be used by organic creators to share upbeat content, festival/rave energy, and general street dance performances.