The following are 15 of the best TikTok ad examples, and what makes them special. We may know the power of advertising, but executing a successful campaign is still a challenge. When there’s a ton of competition within an industry, it’s not easy to set a brand apart. 

TikTok is vital to creators and advertisers. With the engagement and return on investment from the various campaigns in diverse industries, we’ve seen some of the best brands deliver their message in a way that can inspire us all.

1. ZALORA 

A major fashion e-commerce platform in Asia, Zalora offers an expansive collection to shoppers. To drive awareness for the brand to more consumers, they have turned to TikTok. 

The brand created an online shopping event “ZALORA Fashion Festival”, reflected in their campaign with a cool challenge idea. This challenge was to help bring awareness and drive new app installs for the event. For the challenge, #ZStyleNow participants would flash a “Z” hand signal that cued an outfit transition. The challenge also announced a $200 prize, giving people even more of a reason to enter.    

2. Sports Direct X Puma 

To celebrate the release of a new football boot and inspire purchasing on Sportsdirect.com, PUMA created a hashtag challenge called #FlashofFuture. Users were directed to film a skill move of their choice, with their own football celebration. Their incentive was a chance to meet a PUMA footballer in real life. 

Hashtag challenges are a great way to bring collaborators together and create joint awareness.

3. KIA 

To stay on top of the auto industry, KIA targeted millennials searching the market for new cars, presenting themselves with a sophisticated and sporty image. 

KIA used a brand takeover period of two days to increase exposure with the use of in-feed ads. Top influencers were also invited to take part in a challenge that would raise awareness and excitement for the new car launch.  

4. Colgate 

Colgate targeted Southeast Asia during their version of Black Friday on December 12, 2019. They wanted to make it different from their previous TikTok ad campaigns. The company wanted to promote their “Love” toothpaste in a way that didn’t rely on discounts that always appear during shopping season. 

The company launched the hashtag challenge #Colgatekiss to create an aesthetic behind the brand in Thailand, and a clickable Branded Effect with a ‘kissy face’ to complement the challenge. This campaign separated brand its competitors.

5. Amazon Prime Video Italy 

Did someone say Amazon? This powerhouse in e-commerce knows just how beneficial TikTok is for them. To secure awareness in Italy for a new show, Amazon created a TikTok challenge  #beneVSmale (#goodVSevil) that let users to take sides on a show’s plot. 

This allowed for creators who enjoy the show to get creative, while influencing others to watch it for themselves.

6. Too Faced 

For the message “own their pretty”, their own take on beauty inclusivity, Too Faced promoted  ‘Lip Injection Extreme’ lip gloss. 

To receive the most impressions, Too Faced created a compelling five second video with a call-to-action for boosting visits to their website. Built with bright colors and inclusive text, it was able to present the full vibe of the brand.

7. Clean & Clear 

This skincare brand  wanted to drive awareness among the Gen Z community with new limited-edition bottles in India. 

Clean & Clear created an #UnbottleApnaSwag challenge, where women were invited to create a video on the platform to identify with a picture and personality featured on the bottles. Each bottle had a song  that matched the personality, and viewers could seek out a bottle for themselves. 

8. Guess 

To lift the brand to new heights, Guess chose  to focus on a denim campaign in the US, a fashion trend that has been very popular in recent years.

Guess created the #InMyDenim challenge that had women showing off their outfits using the brand’s denim with a Bebe Rexh song to accompany the upbeat message.

9. Maybelline 

This beauty brand’s goal was to increase market share and brand recognition among the younger generation in Japan. Maybelline drove awareness to a select mascara that is friendly to a girl just starting out with makeup. 

The brand created a video with a metaphor comparing eyelashes to boyfriends.. The brand executed this with catchy music in an in-feed ad. 

10. Glico 

This company wanted to drive awareness to their iconic snack, Pocky sticks, using the Pocky and Pretz Day holiday in Japan. 

Glico invented the #PockyHowManyGymnastics challenge, which had influencers showcase a finger dance to demonstrate the happiness they feel when the product is in their lives. 

11. OPPO 

OPPO wanted to bring attention to a new camera phone with optimized technology to Malaysian consumers . 

To highlight the capabilities of the camera, the brand came up with the #LightUpF11Pro challenge to showcase the key selling point by taking cool photos. Winners of the challenge received that new phone as well as cash. 

12. Rexona 

Targeted for the younger demographic in Russia, Rexona wanted to drive brand awareness for their line of antiperspirants. 

They wanted to go viral, so they came up with the #RexonaChallenge challenge with an influencer who could dance comfortably using the deodorant, which encouraged others to do the same and drove up awareness.

13. Universal Pictures 

To drive awareness for an upcoming movie in the U.S., Universal Pictures created the #FindYourMagic hashtag, which encouraged users to interpret the theme and show off their own version of magic.

14. Mercedes-Benz 

40% of current car owners are actually Gen Z and millennials. To capitalize on this in the UK and Germany, Mercedes-Benz wanted to expand their brand awareness to this target market. 

The company created the #MBStarChallenge to encourage users to remake their world famous logo. To give it an even extra boost, they invited relating influencers to take part and expand the awareness.  

15. Tangle Teezer 

To drive awareness their brand in the UK, Tangle Teezer created the #Powersintheteeth challenge, which helped bring focus to the selling point of the hair tool. The brand has the ability to create innovative hair tools, which have become quite popular.