Brands Use TikTok Hashtag Challenges for Promotional Campaigns

Brands and influencers are increasingly using hashtag challenges on TikTok for promotional campaigns across various sectors. On October 14, 2026, Kroger ran its first shoppable hashtag challenge on the platform, which was joined by Gymshark. Historically, Kroger became the first brand globally to run a shoppable hashtag challenge on TikTok in 2019, while Gymshark utilized the platform for its 66 Days: Change Your Life challenge in 2019.

These campaigns demonstrate a shift in digital marketing, with some past examples showing measurable consumer impact. For instance, a 2019 Kroger challenge drew 806 million views and 304,000 video submissions, and an internal study cited by reports indicated it reduced the share of young shoppers who viewed Kroger solely as a grocery store by 9 percent.