Ten days before the 11.11 sale, AliExpress launched a Hashtag Challenge on TikTok. Users recreated dance moves to the official track and filmed themselves celebrating parcel deliveries. In 6 days — 500,000+ participants, 24.5M video views, and a 13.2% engagement rate.
A Hashtag Challenge is a format where the audience creates the content themselves. Participants filmed short videos to the official AliExpress track, showing the joy of receiving parcels and mimicking the dance moves of influencers. Every video with the hashtag #DanceALIonALI became part of the campaign.
Participation came with real rewards: a 500-ruble discount on a first purchase, duets with top participants, coupons worth up to 11,000 rubles. This created an additional incentive — not for the brand's sake, but for their own.
The campaign was launched through Russia's most popular TikTokers: Danya Milokhin, Artur Babich, Anya Pokrov, Marusya Klimova, Max Klimtok and the full Dream Team House. Maxim Galkin* joined as brand ambassador — his participation extended the reach beyond the TikTok audience.
* Maxim Galkin has been designated a foreign agent in the Russian Federation.
Ad recall reached 24.9% — a strong figure for formats of this type. Awareness of the 11.11 sale grew by 59.4%. 15,000+ videos were created by users to the official track over the six days of the campaign.
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