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Samyang Claims Tiger Roar Award After Going Viral on Douyin

Samyang Claims Tiger Roar Award After Going Viral on Douyin

May 30, 2024
2 mins read

To achieve greatness, brands must learn and draw inspiration from the best, which is why we’re excited to share Samyang Foods’ success story and triumph at this year’s Tiger Roar Awards.

In claiming the Excellence Award for Overseas Marketing, Samyang Foods was one of over 1,000 outstanding companies to be nominated at this year’s Tiger Roar Awards ceremony, held in Shanghai.

The digital marketing competition attracted over 4,500 submissions from more than 1,000 companies, with the first round of reviews performed online by over 1,000 marketing professionals and the final winners evaluated offline by a panel of 120 professional judges.

samyang tiger roar award

Samyang Foods’ viral marketing campaign on Douyin

In the search for an engaging and interactive medium to elevate brand recognition and boost e-commerce sales, the South Korean food company designed and promoted an innovative dance challenge on Douyin, China’s largest video-sharing app.

Designed around the hashtag #ExplodeWithSamyangNoodles, Samyang Foods leveraged Ocean Engine’s powerful marketing suite to launch an innovative 3D Branded Hashtag Challenge.

The campaign engaged 14 popular lifestyle and dance influencers on Douyin, who created captivating content to inspire and unleash user participation. Simultaneously, the brand produced an original music video in collaboration with a popular Korean idol group, infusing the brand’s spicy noodles with K-pop flair.

The 3D Branded Hashtag Challenge made an immediate impact, with the campaign’s hashtag reaching as high as sixth place on Douyin’s list of trending topics on the search page. Offline promotions and online advertising further fueled the campaign’s success, culminating in over 270 million views and 7.2 million interactions with the campaign hashtag.

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To dive into the precise strategies and marketing ingenuity that propelled Samyang Foods to viral success in China, we have prepared an in-depth case study for you to read now, available right here on our website.

About the Tiger Roar Awards

The Tiger Roar Awards (Hooxiao) stands as one of China’s premier accolades in digital brand marketing and is overseen by the Digital Marketing Professional Committee of the China Business Advertising Association.

The 15th Tiger Roar Awards, themed “Reconstructing the Future,” engaged over a thousand marketing professionals from diverse sectors, including industry associations, brand owners, universities, research institutions, communication agencies, media outlets, and technology firms, who contributed to online and offline evaluations of nominated companies and case studies.

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