Making Globoplay the home of the World Cup, with 3 billion views on TikTok.

When Globoplay became the World Cup's streaming home, it needed a TikTok moment big enough to convert casual viewers into subscribers. Genero and TikTok delivered a Branded Hashtag Challenge and effect that drew 857,000+ fan videos and passed 3 billion views.

loboplay, Globo's streaming service, built its name on originals and soap operas, but few subscribers knew it also carries extensive football programming. So when Globoplay became the home of the World Cup, the brand turned to TikTok and Genero to make a once-every-four-years moment count, driving new subscriptions and keeping football fans on the platform.The campaign centred on the #ToNoGloboplay Branded Hashtag Challenge and a Branded Effect that let fans give their own post-match interview for Globoplay and Sportv. Three creators launched it organically, TopView placements pushed their videos to the top of the feed, and everything funnelled fans to the challenge page to record their own.By the tournament's end, fans had published more than 857,000 videos and the hashtag had passed 3 billion views, with a brand lift study showing the challenge drove incremental brand recommendation at twice TikTok's benchmark.