How to Hit the Spot With TikTok! 4 examples of successful campaigns!
TikTok – the world’s fastest growing social media channel – is on a ‘feel good’ mission, urging businesses to bring joy and unleash the creative side of their brand. It’s a platform that prides itself on having an audience for every voice and the potential for anyone, anywhere, at any time to go viral.
For those interested in using TikTok as part of your marketing mix, we’ve pulled together 4 examples of successful TikTok campaigns and the tactics used to show you why they worked.
1. E.L.F’s #EyesLipsFace challenge
The tactic – Great use of an original song
@jamescharles eyes lips face… **waist 😇 #makeup #fyp #transformation
The campaign
Coined ‘the most influential campaign on TikTok’, E.L.F’s #EyesLipsFace challenge inspired a true pop culture moment racking up over 5 million user generated videos, 6 billion views and 1.5 billion media coverage impressions. The challenge had creators lip-syncing an original song whilst showing off their eyes, lips, and faces with the messaging that E.L.F is for every face.
Why it worked
This astounding brand awareness campaign was deliberately designed to be native to TikTok, featuring an original commissioned song and hashtag. A team of influencers were enlisted to trigger the trend, completing the challenge without needing to wear E.L.F’s cosmetics, making it a highly accessible trend. Naturally, this catapulted the song, dance, and ultimately the brand, to go viral among creators, viewers and other celebrities, organically hopping on the trend, including Lizzo and Ellen.
2. Levi’s
The tactic – Savvy use of influencers
@callenschaub In my Montreal studio putting my spin on the Levi’s® Future Finish jeans – Shop online from home! #stayhome #oddlysatisfying #levishausmiami #ad
The campaign
Levi’s partnered with TikTok to promote the ecommerce ‘shop now’ feature now available on the app. Partnering with three differentiated TikTok influencers with dedicated followers, Levi’s had each influencer create their own designer jeans using their latest ‘Future Finish 3-D denim customisation technology’. The influencers presented their designs to their online communities, superseding product placement partnerships by having the jeans available for purchase with one click from the platform.
Why it worked
This campaign combined co-creation, product placement and TikTok’s ‘shop now’ call-to-action feature to double its product views and considerably increase sales. Engaging TikTok influencers meant established and trusted voices were speaking for the brand experience. TikTok’s ‘Creator Marketplace’ acts as an influencer agency to ensure brands are able to tap into relevant talent quickly to keep up with the dynamic, fast-paced nature of the app. These influencers are well-versed in video formats and content that speaks more authentically to their audiences, resulting in compelling short-form vlog style videos showing the creation of the denims with an effective call-to-action element.
3. Menulog #DeliveryDance Competition
The tactic – Creating a dance challenge
@rybkatwinsofficial How we feel everytime we order @menulog 🕺🏼😎 Comment your fav takeway! 🥗🍟🥤 #deliverydance #menulog #orderin #athome #snoopdog #ad
The campaign
To commemorate the launch of their TikTok page, Australia’s own Menulog co-opted their major campaign song, ‘Did somebody say Menulog’ to create a viral challenge in the height of 2020 lockdown. The campaign encouraged creators to show off their #deliverydance by recording themselves dancing when they receive their menulog order. The entries with the hashtag #DeliveryDance were assessed, awarding one lucky creator with a year’s worth of Menulog delivery!
Why it worked
Menulog took the memorable theme song from their latest international Snoop Dogg campaign and created a relatable and accessible challenge, resulting in over 22.6 million views. The competition epitomised TikTok’s mission to spread joy by encouraging creators to get creative without judgement. The two week span of the competition ensured a quick pick up of the trend, and the prize was inconsequential to the company, yet very appealing to the audience given the physical restrictions Australians were under at the time of the launch.
4. Gucci #GucciModelChallenge Campaign
The tactic – User generated content & social listening
Original UGC video
@morganpresleyxo #duet with @inmyseams SO GOOD SISTA!
Gucci version of the challenge
@gucci @wowowwyeah is part of a selection of TikTok users from the #GucciModelChallenge. Voice-over by @morganpresleyxo
The campaign
Instead of shying away from the #GucciModelChallenge, organically created and adopted by TikTok users. Gucci decided to own the trend and feature the original sound, look and feel of the videos in their own feed. The concept is attempting to distill a contemporary Gucci look by using a few key staples that are likely in the closet already, including a vest, a bright coat and a headscarf. Gucci sourced some of the more chic riffs on the look and re-posted them directly to their feed, including captions hinting at future TikTok collaborations in the works with the chosen creators.
Why it worked
Gucci turned what was originally intended as a mocking parody into something to be ‘celebrated’, as shared in their captions. This is a great example of the benefits of social listening – monitoring the social stratosphere and piggybacking on trends that implicate your brand. The organic creation of this challenge, external to Gucci’s marketing team, gave it a greater sense of authenticity and a higher shareability factor for the active TikTok Gen Zers.
Native, influencer driven, short-form, co-created content is clearly in high demand. These examples show us that no matter the product or services, or size, of your business – you have a shot at going viral on TikTok!
Keeping in mind the tactics from these successful campaigns, it’s time to stop making ads and start inspiring, trendsetting and making TikToks.
Curious about whether TikTok is the right fit for your brand? Get in touch and we can help your brand identify new opportunities and reach new audiences with a TikTok strategy.
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