Tapping Into Self-Improvement with Philosophy 

To create a natural connection between Philosophy's self-love messaging and their audience's focus on self-improvement, we developed the #BoostOfHope challenge. Timed to the global tradition of New Year's resolutions, we invited users to share their personal goals and intentions for the new year through a split-screen video format.

The results were staggering: 362M+ total engagements on TikTok, leading to 2.3B+ #BoostOfHope video views and 75M+ reach within the first three days. By tapping into the audience's psyche at the perfect moment, this lighthearted yet meaningful activation has generated over 18B views to date. The campaign's success demonstrated how wellness brands could authentically engage Gen Z by aligning with their values and behaviors.