Overview
TikTok Shop’s 11.11 campaign aimed to amplify excitement around the biggest shopping festival of the year. This year’s activation featured a collaboration with the trending Pop Mart character, Labubu, to engage Gen Z audiences and boost participation through creative and interactive experiences.

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Activation Ideas:

The campaign introduced two key activations centered on Labubu:

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Labubu Blindbox Photobooth (Proposed)

The Labubu Blindbox Photobooth was a life-sized installation where participants snapped photostrips and, if a Labubu character appeared, won an exclusive giveaway. This fun, on-trend experience encouraged social sharing and added excitement to the campaign.

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Labubu Riddle Page on TikTok Shop (Executed)

The Labubu Riddle Page on TikTok Shop featured an in-app game where users answered trivia about Labubu and Pop Mart every few days for a chance to win prizes. This gamified approach sustained engagement and built anticipation for 11.11.

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