Helping Globoplay become the home of the World Cup with 3B views on TikTok.

Globoplay, the video streaming service of prominent Brazilian publisher Globo, gained fame for its originals, exclusive films, documentaries and particularly its soap operas.  However, the platform also has extensive football programming that many users aren’t aware of. To shine a light on these programs and further engage football audiences, Globoplay became the home of the biggest football tournament in the world – The World Cup.

By strengthening its association with football, Globoplay wanted to encourage new subscriptions to the streaming service while retaining current subscribers interested in the sport. To make the most of this opportunity which only comes around every four years, they turned to TikTok and Genero.

Globoplay developed a TikTok campaign built for encouraging engagement, which utilised a Branded Hashtag Challenge, a Branded Effect and an influencer campaign.

For the Branded Hashtag Challenge, #ToNoGloboplay, we created a Branded Effect which allowed the TikTok community to give their own post-match interview for Globoplay and Sportv.

The challenge was launched with organic content published by three creators: @laactea, @mateuszzynho and @luuisgonsalves. Then, to give the campaign even more visibility, Globoplay boosted some of the creators’ videos using the TopView format, which took them to the top of the TikTok feed. All assets directed users to the Hashtag Challenge page, where they could then create their own videos.

The combination of the Branded Hashtag Challenge, Branded Effect and influencer campaign generated more than 857,000 TikTok user-generated videos. Even more impressively, the hashtag #ToNoGloboplay reached more than 3 billion views by mid-December, when the championship came to an end.

All of this visibility helped the brand gain user preference in the midst of the biggest football tournament in the world. According to a brand lift study set up in early November, the challenge helped drive an incremental increase in recommendation 2x above TikTok’s benchmark.