HASHTAG CHALLENGE / 2020
Don’t Drop the OH YEAH
One very long catchphrase. A whole feed trying not to be the person who ended it.
ROLE Copywriting · WITH Art Director Partner + Broader Team · AGENCY VaynerMedia
The idea started with the same unapologetic energy as Kool-Aid Man’s best social posts: give people a simple setup and let them make it bigger. I helped write a duet challenge that asked TikTok users to keep one continuous OH YEAH going for as long as possible. The character supplied the first breath. The community took it from there.
THE RESPONSE
A catchphrase became a chain reaction.
The hashtag challenge turned two familiar words into something people could add to, remix, and pass along.
