Advertising on TikTok helped brands from all the different industries this year. With a global pandemic being propelling a major economic shift, brands have had to pivot their communications and messaging delivery.
With the rise in digital media and the hight demand to consume information and products online, this platform has become a highly effective way to communicate to target markets in the comfort of their homes.
In this, there has been an exponential increase in brands advertising on TikTok. We’ve gathered some of the best from many different industries across the world.
1. Warner Music Asia
TikTok has considerabl reach in Asian markets. With music and videos as the main components to the platform, it makes sense for Warner Music to engage with their own campaign.
The main objective of Warner’s TikTok advertising campaigns is to drive up awareness for nearly 30 artists and their new music. The company reached over 13 million users and obtained nearly 50 million views for their videos.
2. Princess Polly
An online fashion retailer most known in Australia, Princess Polly delivers clothing and accessories domestically and internationally. This is a modern brand that focuses on body positivity and ethical, sustainable fashion practices.
To boost sales and grow their customer base, Princess Polly enacted a discount code (TIKTOK20) that viewers could measure on the platform. The brand earned over 9 million impressions and created a 15 times return on investment. Not too shabby!
This is a Parisian e-commerce fashion brand looking for similar results as Princess Polly. Engaging a different demographic, however, they decided to execute their advertising in different way.
The company ran their campaign through biddable in-feed ads, so they targeted more of a specific audience. Cost-per-click (CPC) became the most affordable option for ba&sh, since this method only charges when a customer clicks on an advertisement.
Their ads were engaging because it was a dance routine, so it had more people stopping to click. The results were over 100,000 clicks and over 9 million impressions.
A drug store chain in Germany took to advertising on TikTok to launch a rebranding. Rossman is also known for having its own brand of cosmetics called RdeL Young.
To create exposure for their rebrand launch, Rossman enacted a premium placement video advertisement, which means their ads were the first one users see as they open the app. The video was viewed over 14.2 million times and drove nearly 3 million users to the brand’s shopping page. Plus, engagement was at an exceptional 19.7%!
5. Silver Swan
Even sauces and condiments have a place on TikTok. Silver Swan is a brand that serves primarily Filipino households. While many families have grown up with the brand as part of their meals over the last 78 years, the refresh targets a younger customer base.
Silver Swan’s goal to reach a new target market was quite successful. They created a catchy challenge with the hashtag #SwanderfulMoves and the jingle “Oh so Swanderful”. Over 14,000 users submitted content, and it resulted in nearly 5 million views.
6. BMW Motorsport
Car company BMW was known for creating this ground-breaking emission-free race series. Last year, they finally added a car of their own.
To show it off, they created a branded hashtag challenge called #icelebrate. The challenge demonstrated ways that users could get creative and celebrate BMW. Over 3,000 videos were submitted during the week it ran, and the account page raised over 18,000 new followers.
7. KFC Germany
KFC is a fast-food chain that wanted to target a younger audience with a hashtag challenge. They created the challenge #DoTheColonel (the brand’s mascot), which allowed users to post videos performing dance moves related to The Colonel.
Over 53,000 videos were created, with an additional 13% of engagement.
To target the younger generation, this German hypermarket chain created in-feed ads to display at the top of users’ feeds and on the “For You” pages. Both of the ads had a unique soundtrack.
It was able to create over 2 million views and impressions.
9. My Jolie Candle
Who doesn’t love a good candle? This french company is rooted in well-being and creativity and wants to boost its sales.
For Mother’s Day, My Jolie Candle used the auction platform to convince targeted users to purchase their products for mothers over a two-week span. The company earned over 49 million impressions and a landing page with over 1800 new conversions.
While Nike has the largest market share in sneakers, the shoe company is always seeking ways to solidify their position. To celebrate the launch of new soccer shoes, they created a branded hashtag challenge called #MagicBoots, which encouraged users to show new tricks in their Nike football shoes.
The brand account acquired over 215,000 new followers in six days, and the campaign was viewed over 46 million times.
Converse is a shoe brand that has placed a major focus on the UK audience. As a way to gain maximum exposure there, the company chose Fashion Week as a time to communicate to their target market.
They placed a hashtag challenge using #ConverseAllSar, and were able to drive nearly 30 million impressions and a 9% engagement rate.
A famous bakery in Spain, Donettes wanted to promote their chocolate covered mini donut.
They used TopView format for a sound-on experience, and were able to reach the Spanish community with a 10 second video and over 243,000 users watched the entire video.
To cater to the demographic in the UK, eBay also used TopView ads to promote a full video with sound. The e-commerce platform was able to resonate with many users, as the video showcased what it would be like to run a small business.
In 24 hours, the campaign reached over 16 million people and gained almost 18 million impressions.
Even luxury fashion brands have a place on TikTok. Balenciaga’s mission was to raise awareness to the younger generation and test their impact on this specific format.
Also using TopView as a way to engage users, Balenciaga created a shoppable campaign that took users to a specified landing page. As a result, they garnered over 23 million impressions across the UK, France and Italy, with over 4.5 million clicks onto the landing page.
15. Garnier Fructis by L’Oreal
Garnier is a beauty brand that realizes the younger generation is keenly aware of beauty products. To reach them in a new campaign with tailored messaging, L’Oreal ran TopView and in-feed One Day Max Ads.
Using bold colors and fonts, the company earned nearly 4 million impressions and received 42,000 unique new page views.