Asda Rollback Dance: a challenge worth joining

Asda marked the return of Rollback with a remixed jingle and an official dance. We put a comedy creator into the challenge so it reached people who do not follow supermarkets.

Platforms: TikTok
Market: United Kingdom

Asda campaign results

653,000

Impressions

37,000

Likes

5.76%

Engagement Rate

£0.61

CPM

Campaign totals across the creators' posts, as reported to Asda when the campaign closed.

The brief

Objective: The objective was to drive mass reach, high engagement and positive sentiment around the return of Rollback by making the Rollback Dance a moment on TikTok. Creators were asked to take part in the challenge with their own interpretation of the routine, pocket tap included.
Audience: Young shoppers in the UK on TikTok, particularly students and young families watching for value.
Message: Rollback is back, and the jingle is stuck in your head for a reason.

What TapLab did

Harry joined the Rollback Dance challenge with a comedic take on the routine, nailing the pocket tap on the beat and challenging his audience to do the same. Keeping it energetic and a little silly suited both the brief and his channel.

A dance challenge lives or dies on whether people copy it, so the creative was built to be imitated rather than admired. We handled casting, creative copy and the influencer partnership.

Influencer Marketing
Creative Copy

Who ran this campaign

We are TapLab, a London creator marketing agency. Ishaan Bhimjiyani founded it after building his own audience as an education creator. We run campaigns as the brand's influencer marketing wing. We cast from the UK student and education creators we manage and from the wider network we reach out to. Every creator on our roster has a public profile. You can also meet the team.

Our founder in the press: The Tab, London Now, NetInfluencer, ConvertX Radio

Asda campaign questions

What was the goal of the Asda campaign?

The objective was to drive mass reach, high engagement and positive sentiment around the return of Rollback by making the Rollback Dance a moment on TikTok. Creators were asked to take part in the challenge with their own interpretation of the routine, pocket tap included.

What results did the Asda campaign get?

653,000 Impressions, 37,000 Likes, 5.76% Engagement Rate, £0.61 CPM.

Which platforms did the Asda campaign run on?

TikTok. We cast and managed the UK creators.

What did TapLab do for Asda?

Influencer Marketing, Creative Copy. We cast UK creators from our roster and our wider network, and we managed the work from brief to final post.

Can TapLab run a campaign like this for my brand?

Yes. Send the product, the audience and rough timing through the form on this page and we will reply with creators and a plan.