For the back-to-school season, Kroger is running a campaign on TikTok, the short-form mobile video app, with a handful of influencers that invites users to show their dorm room transformations. The #TransformUrDorm challenge sets itself apart from other sponsored hashtags that have previously been introduced on the platform because Kroger has its own dedicated brand page that can be used for in-app shopping.

On the branded page, users are able to discover and purchase products specifically targeted towards college-age kids—including items that are a mix of fun and practical like popcorn makers and laundry baskets.

As part of its sponsored hashtag challenge campaign, TikTok is now introducing this feature with in-app shopping as the Hashtag Challenge Plus.

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