On 13 September, online classifieds firm OLX launched its first ever advertising campaign on TikTok, the wildly popular short-video app that has a 200-million strong user-base in India.
OLX roped in top TikTok influencers like Awez Darbar, Arishfa Khan and Avneet Kaur to perform a 15-second skit encouraging young users to use OLX. The three-day hashtag campaign #OLXDekhaHai amassed over 2 billion views. But what was unique was fans imitating their favourite influencers and creating their own versions of the video.
Original influencer videos: 10. Number of imitation videos: over 7,000.