Philosophy

To create a natural connection between Philosophy’s wellness and self-love messaging and their audience’s interest in self-improvement, we created the #BoostofHope challenge. Aligning with the global tradition of New Year’s Resolutions, we created a framework for people to make their resolutions in January, and invited users to share their new year resolutions through a split screen effect. The results? Nothing less than staggering, with 362M+ total engagement across TikTok, leading to 2.3B+ #BoostOfHope views and 75M+ reach within the first three days of launch. Hitting on a sweet spot that tapped into the timing of the beginning of the new year and the psyche of the audience – while remaining lighthearted and engaging – this activation has resulted in a total of 18B+ views to date.