Viral Marketing

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TikTok Ads: #LifebuoyKarona Hashtag Challenge Gains 20B Views in India

Shilpa Shetty joins the #LifebuoyKarona Hashtag Challenge on TikTok | Photo credit:

Soap brand Lifebuoy is reminding people to ‘wash your hands like a boss’ on social media with the TikTok hashtag challenge #LifeBuoyKarona in India.

Amid the current COVID-19 situation across the world, many brands strive to make good personal hygiene more viral than ever through social media. This opportunity enabled the soap brand to extend its handwashing campaign in India to TikTok to reach out to the app’s millions of active online users.

Archive of all #LifebuoyKarona hashtag videos on TikTok | Photo credit:

Lifebuoy: ‘Spread the word, not germs’

Many Indians have joined the TikTok #LifebuoyKarona hashtag challenge including celebrities and social media personalities. This allowed an incredible online viewership growth from 5.3 billion to a staggering 20.1 billion views in less than a week.

Famed Indian stars like Celebrity Big Brother winner Shilpa Shetty and Indian rapper Badshah showed their support for the #LifebuoyKarona campaign.

Here are their short TikTok hashtag videos in case you missed it:


Wash karo hands like a BOSS, Challenge karne waalo ko mera applause ??##LifebuoyKarona @Lifebuoy_India@shamitashettyofficial @therajkundra

♬ Lifebuoy Karona – Lifebuoy


Wash karo hands like a boss, Challenge karne waalo ko mera applause ##LifebuoyKarona @Lifebuoy_India

♬ Lifebuoy Karona – Lifebuoy

TikTok influencers Riyaz, Awez Darbar, Gima Ashi, Vishal Pandey, and Faiz Baloch also shared short-form videos to participate in the handwashing challenge.

Watch the TikTok influencer videos here:


Wash your hands like a boss fast,bimari then won’t last!#li#febuoykarona @lifebuoy_india @rizaafreen_17 @imransabunwala_cr7 @mr.raghav25

♬ Lifebuoy Karona – Lifebuoy


Boss bano, handwashing steps follow karo ##lifebuoykarona @lifebuoy_india @vijendrabyou @zaidfdarbar @khan_sultan ?

♬ Lifebuoy Karona – Lifebuoy


The power of cure is in your hands. Follow the steps and wash your hands like a boss! ##lifebuoykarona @lifebuoy_india @mrmayankm@deepty13@achchusingh

♬ Lifebuoy Karona – Lifebuoy


Follow the steps and wash your hands like a boss, 20 seconds is all it takes!##lifebuoykarona @lifebuoy_india @sameeksha_sud @daverushi_14 @adnankhan9

♬ Lifebuoy Karona – Lifebuoy


Lifebuoy me Saath haath dhona, fir hi khana! ##lifebuoykarona @lifebuoy_india @shifuians_27 @saddu07dz_ @mr_sohu ##LifebuoyKarona

♬ Lifebuoy Karona – Lifebuoy

Help ‘Make the Good Habit of Handwashing Viral’ with TikTok

To join the hashtag challenge, TikTok users must create a video demonstrating proper handwashing to the tune of the #LifebuoyKarona song.

Indian TikTok influencer Sunny Chopra in a #LifebuoyKarona hashtag video | Photo credit:

Additionally, the campaign invites TikTok users to ‘make the good habit of handwashing viral’ by tagging 3 friends when posting the hashtag video.

More #LifebuoyKarona hashtag videos by Indian TikTok influencers | Photo credit:

▶  Join the #LifebuoyKarona challenge! Download the TikTok app here.

Grow Your Brand Awareness with a TikTok Hashtag Challenge!

Struggling to increase brand awareness with your current strategy? Leverage the power of TikTok ads to achieve your business goals in a short time.

With approximately 800 million monthly active users worldwide, the ByteDance-owned application TikTok is a promising advertising platform for businesses intending to scale up its digital efforts.

TikTok Advertising Agency: IH Digital is an official partner of ByteDance for Southeast Asia

In Southeast Asia alone, TikTok garnered 150 million users in May 2019, according to a report by The Straits Times. Among the region, the short-form video app is most popular in Vietnam and Indonesia in terms of monthly active users and video views.

TikTok is also available in more than 150 markets around the world, in 39 languages.

Ready to hop on the exciting advertising opportunities on TikTok? Talk to our TikTok marketing expert to get started.

IH Digital is a 360 ° digital marketing agency headquartered in Singapore, with offices across Southeast Asia and Greater China. We offer a comprehensive range of digital marketing services, including TikTok advertising. Talk to our marketing expert today to learn more about our services.

IH Digital, IH Singapore, and Digital 38 are members of the IH Digital Group.

Social Media Marketing

S’porean Influencers Braved the Daebak Super Spicy Noodles for the #CanOrNotChallenge

Daebak Fires Up Social Media with #CanOrNotChallenge

Daebak fired up the social media realm recently with its latest #CanOrNotChallenge. The challenge is to finish a cup of Daebak Ghost Pepper Spicy Chicken Noodles without drinking water or any other condiments.

Many influencers joined the dare and added their own twists to the #CanOrNotChallenge. Singapore-based influencers like YouTuber Jian Hao Tan and fitness trainer and Instagrammer Tiong Jia En were some of the social media personalities who participated in the challenge.

Jian Hao and Denise’s Daebak #CanOrNotChallenge YouTube Video

On his Team Titan YouTube channel, Jian Hao posted his Daebak #CanOrNotChallenge video on Thursday, joined by lifestyle and travel influencer, Denise Soong Ee Lyn.

In addition to the challenge, the duo answered a few questions on a whiteboard. The catch is whoever gets it wrong must eat a mouthful of Daebak Ghost Pepper Spicy Noodles.

Both Jian Hao and Denise finished their spicy instant cup noodles in the end.

The video gained roughly 580,000 views, 17,000 likes, and 2,800 comments on YouTube. Jian Hao also posted the video on Instagram, which gained nearly 60,000 views.

Jia En’s Instagram Video of the Daebak #CanOrNotChallenge

Miss Universe Singapore runner-up Tiong Jia En also took on the Daebak #CanOrNotChallenge in February.

In her Instagram video post, the fitness influencer braved the spicy noodles with her friend Eleanor while playing the game “I have ever.” The game ends when one of them finishes the whole cup of Daebak Ghost Pepper Spicy Noodles.

Eat the Daebak Ghost Pepper Spicy Noodles at Your Own Risk!

In Jian Hao’s video, Denise explains that a “normal chilli padi measures about 50,000 to 100,000 Scoville heat units.” Daebak, on the other hand, measures 1 million Scoville heat units high, making it “the spiciest instant noodles on the market… now.”

If you want to take on the Daebak #CanOrNotChallenge, “eat at your own risk!”

The Daebak Ghost Pepper Spicy Chicken Noodles is available in 7-Eleven, Cheers and Sheng Siong stores nationwide.

Watch how influencers Dee Kosh and Mong Chin survives the Daebak #CanOrNotChallenge

Introduce Your Newest Products to the Public with Social Media Hype!

Viral marketing on social media has proven to appeal to countless customers in a short span of time. In fact, results show how successful viral marketing is especially for the food, fashion and beauty industries. Many known brands resort to social media hypes when launching new product campaigns.

Back in the days, only celebrities would make viral marketing possible. However, due to the emergence of social media personalities, the viral marketing technique is now a mix of celebrities and influencers from nano to macro.

Businesses now have the option to initiate a social media hype with influencers promoting using their own accounts. It helps increase social engagement through inflated organic online conversations and a staggering number of views for viral videos.

There is more than one way to start a viral marketing hype on social media. If this is the right marketing approach for your new product, we’d like to help you put it into action. Contact our agency today to know more about our social media marketing services.

IH Digital is a social media marketing agency in Asia that provides 360° services, including content marketing and advertising on Facebook, Instagram, LinkedIn, Twitter, and more! Interested to work with us and boost your brand’s social media marketing strategy? Contact us today at for a consultation soon.

IH Digital, IH Singapore, and Digital 38 are members of the IH Digital Group.

Content MarketingSocial Media Marketing

Understanding viral content



We have all seen a viral video and probably shared one too perhaps. What makes a viral video worth sharing and re-sharing? Is there a formula that guarantees success for viral contents? As a brand, how are your contents fairing? Here are some tips to make those contents share worthy:

  1. Most viral contents are unintentional. Most viral contents such as viral videos that we are familiar with are made impromptu. When shared, they are unintentional in gaining popularity and are usually surprised at how viral it became. The debate here – should content creators have a pre-determined mindset to create contents that’ll guarantee their content going viral? Is the time and effort spent worth it?
  2. Play on human emotions. Like most viral contents that stir up a wave of sharing frenzy, all share a common factor which is playing with human emotions. What can best attract someone to watch a video and then press ‘share’? Contents that touch on human emotions such as anger, happiness, sadness, surprise, humor, fear, guilt, desire and etc. generally prompt attachment from viewers to the content itself. Contents with elements of humor generally fair better in creating buzz.
  3. Contents need not be big budget. Contents that are produced with big budgets are risking it if their core intention for production is to aim for viral sharing. Only few ever succeeded and it’s really not that predictable.
  4. Viral contents are easily replaceable. Most viral contents, videos in particular do not last long. They are quickly replaced by another viral video soon enough. Even the ‘Ice Bucket Challenge’ had its phase.
  5. It must be relatable and simple. If the general public gets it, it’s simple enough to be understood by all and the chances of the content being shared and possibly going viral is higher.

In the world of digital marketing, brands are constantly trying to reach their target audience. In that sense, catering contents to meet the needs of target audience will put them ahead of the game in achieving top of mind awareness.

360 degree content marketing agency such as IH Digital Malaysia will be able to help brands connect with existing customers and reach out to potential customers by creating, distributing and amplify share worthy contents.