Although TikTok has been introduced globally for more than 5 years, many brands still don’t know how to utilize this “gold mine” to its fullest. And finding the right “pickaxe”, the right formula to successfully implement a TikTok marketing campaign was by no means easy.
Being so clueless about how you should implement a TikTok Campaign can make you lose behind in the race for brand presence. So, let’s get you a booster and fly straight ahead to first place!
This blog will showcase 7 successful TikTok campaigns and explain the secret behind them. If that is what you want to read then you have come to the right place.
Table of Contents
- Understand the difference between Strategy, Tactic & Campaign
- 5 Elements that make a great TikTok campaign
- 7 Successful TikTok campaign that you can learn from
Understand the difference between Strategy, Tactic & Campaign
Before jumping into details, it would be best for you to actually distinguish “Strategy, Tactic & Campaign”. Believe it or not, there are so many marketers who often confuse & mistaken the three concepts.
So, here is a short definition of the three terms to help you end the confusion: A strategy is a big picture, a tactic is a specific step towards that picture, and a campaign is a series of tactics working towards a specific goal.
5 Elements that make a great TikTok campaign
The 7 TikTok Campaigns below may vary in strategies, tactics,… but they all have at least 5 things in common:
Everyone knows that being relevant is important, but relevant to what specifically?
There are many aspects that you need to pay attention to when creating a campaign, such as time, location, culture,… But the most important aspect, undoubtedly, is brand identity.
Aligning the campaign content with the brand’s core values and message helps to create stronger brand recognition and brand loyalty. Additionally, a relevant campaign will resonate with the target audience on TikTok. Thus, creating an emotional connection and making the brand more memorable and top of mind.
Bringing value to the community establishes a positive relationship between the brand and the target audience.
By offering useful, educational, or entertaining content that benefits the TikTok community, you show your target audience that you care about them and not just simply try to promote yourself. Furthermore, by delivering valuable content, you can position yourself as a trusted resource and expert in the field. Which can lead to increased credibility and trust in the eyes of your target audience.
People come to TikTok seeking to entertain themself. Therefore, being entertaining would capture the attention of the target audience and keep them engaged.
In a fast-paced, visually-driven platform like TikTok, it’s crucial for you to create content that is not only visually appealing but also engaging and entertaining. By incorporating humor and creativity, you would be able to make users watch, share, and engage with the content.
TikTok is a platform that is well known for its creativity and innovation. That’s why brands need to be able to differentiate themselves to be noticed and remembered by the target audience.
Using unique or creative elements in the content, such as a new perspective, unusual visuals, or an innovative approach, the brand is able to grab the attention of the target audience and make a lasting impression.
Furthermore, by being creative and unique, the brand is able to tap into the spirit of TikTok. Which is known for its creative and fun-loving community, and become an integral part of the platform’s culture.
In a platform that is driven by short videos, good editing can make a huge difference. Carefully editing the content can lead to increased engagement because users are more likely to watch and share content that is well-produced and visually appealing.
Furthermore, good editing can help to enhance the brand’s messaging, making it easier for the target audience to understand and connect with the content.
If you are a beginner on this highly competitive platform, don’t be worried! You can leverage TikTok Video Editor or other TikTok video editor tools, everything will be fine.
7 Successful TikTok campaign that you can learn from
#1 “Fossil x Harry Potter” Promotion by Fossil
Inspired by American creativity and ingenuity, Fossil brings a fresh touch to the watch and accessory market with its combination of high-quality, stylish designs that are both enjoyable and attainable.
With the aim to promote the new limited edition collection “Fossil x Harry Potter”, Fossil teamed up with mSix & Partners to create a super cool campaign spreading the word about it in Germany.
Fossil’s campaign was a huge success with a 6-second view-through rate of 22.96%, a watch time of 4.46 seconds per person, and high click metrics showing a highly engaged audience with heightened attention and intent.
Why does it work?
Leveraging TikTok Ads
Fossil target TikTok In-feed ads towards users who were more likely to watch the videos for at least six seconds. Therefore, they were able to increase the chances of their ads being seen and engaged with by the right people. As a result, Fossil was able to increase the effectiveness of its ads and make the campaign successful.
Avoiding creative fatigue
Fossil has created five different videos that showcase different products from the collection. Therefore, it was able to keep its audience engaged. And at the same time, prevent them from getting bored with the same ad over and over again.
This variety not only kept the audience interested but also allowed the brand to showcase the different products from the “Fossil x Harry Potter” collection in a unique and exciting way.
By keeping the content fresh and new, Fossil was able to maintain its audience’s attention and drive the success of the campaign.
#2 ASOS’s #AySauceChallenge
ASOS is a leading British online fashion store that offers over 850 clothing brands and global delivery. It is famous for the young generations because it not only keeps up with the latest fashion trends but also pioneers new styles.
On August 8, 2020, ASOS launched a TikTok Branded Hashtag Challenge: #AySauceChallenge. The challenge was designed to encourage users to showcase three unique outfits that show off their style. By creating trendy sounds and interesting challenges, ASOS succeeded in generating high levels of user engagement and building brand awareness.
Why does it work?
The campaign was launched at a time when TikTok was rapidly gaining popularity, being one of the first brands that utilized the potential of TikTok.
The hashtag challenge encouraged users to showcase their unique fashion styles, which aligned with ASOS’s brand identity as a fashion and lifestyle retailer. ASOS’s audience is also those that are interested in fashion, hence, they sure picked up the trend quickly.
ASOS partnered with popular TikTok influencers, which helped to spread the campaign and reach a larger audience.
ASOS offered rewards and prizes to users who participated in the challenge, which added an additional layer of motivation for users to engage with the campaign.
#3 HP’s Branded Challenge #HPRadicalReuse
HP, short for Hewlett-Packard, is a well-known computer brand that’s been around for decades. They offer a wide range of laptops, desktops, and other tech products that are reliable, user-friendly, and perfect for both personal and professional use.
HP wants to make the world a better place through tech and is always looking for ways to be eco-friendly. As a part of their marketing strategy, they’ve used TikTok to spread the word about their efforts to reduce plastic waste.
HP’s TikTok campaign promoting sustainability was a huge hit. It has over 68 million unique views in the US and over 1.4 billion video views of the hashtag #HPRadicalReuse. The post-campaign brand lift study also showed a positive impact. The campaign has a 5.9% increase in ad recall and a 1.9% increase in brand favorability.
Why does it work?
By giving users space with the TikTok hashtag challenge to showcase their own creative and eco-friendly ideas, HP was able to create a genuine connection with the TikTok community. This type of engagement helped drive more traffic to the campaign and made the content more relatable and shareable, helping the campaign reach a wider audience.
Partnership with diverse creators
HP partnered with many creators with diverse backgrounds for this campaign. They brought their own unique perspectives and styles, making the content entertaining and educational at the same time.
This helped the brand to educate the TikTok community about the importance of sustainability in a fun and engaging way, rather than just pushing an advertising message. As a result, the community was more likely to be inspired to participate in the challenge and make a difference in their own lives.
In-Feed Ads and Reach & Frequency Spark Ads
These ad strategies helped make sure that the #HPRadicalReuse Hashtag Challenge reached as many people as possible and inspired them to participate in the challenge.
In-Feed Ads allowed HP to reach a large audience all at once, making a big impact in a short amount of time. Meanwhile, the Reach & Frequency Spark Ads helped ensure that the campaign was seen by as many people as possible.
By guaranteeing impressions, the brand was able to keep its message in front of people and get their message across effectively.
#4 Denimhacks by Levi’s
Levi’s is a globally recognized clothing brand known for its iconic blue jeans and a rich history of innovation and craftsmanship in denim. With over 150 years of experience, Levi’s continues to be a symbol of classic American style and timeless design.
The “#denimhacks challenge was a TikTok marketing campaign that featured tutorials and videos created by Levi’s and popular TikTok influencers. It was all about encouraging users to participate and share their own content: tips for styling and caring for denim.
The goal of the challenge was to increase visibility and engagement for the Levi’s brand, and to tap into the popularity of denim as a fashion item on TikTok.
Why does it work?
Relevance and practical
The “#denimhacks” campaign by Levi’s focused on providing practical and relevant content for TikTok users. It showcases how to style and care for denim, including tips on how to remove stains, restore color, and fix holes in denim. This content was highly relevant for Levi’s community, as denim is a key material of almost every Levi’s item.
The hashtag encouraged users to share their own denim hacks, leading to a high level of user engagement and participation. By inviting users to participate and share their own tips and tricks, Levi’s was able to create a sense of community and encourage users to interact with their brand.
The campaign was launched at a time when denim was a trending topic, capitalizing on TikTok fashion trends and interests. By launching the campaign at the right time, Levi’s was able to take advantage of a current trend and increase the likelihood of the campaign going viral.
>>> Read more: How to Go Viral on TikTok in 2023: 11 Best Tips that Work
#5 Bomb Pop’s #AFlavorForEveryYou
Bomb Pop is a cool and refreshing treat made by Wells Enterprises. It’s been around since 1955 and is usually associated with summertime and Independence Day celebrations.
Bomb Pop wanted to generate some buzz during the holiday and reach a new generation of consumers, so they hopped on TikTok with a Hashtag campaign: #AFlavorForEveryYou
The Bomb Pop campaign on TikTok was successful in increasing awareness and engagement, leading to a 13.2% increase in ad recall, 10.5% increase in awareness, 37.4 million impressions, and an 11% engagement rate.
Why does it work?
Branded mission feature
The feature gave Bomb Pop the ability to crowdsource authentic content from TikTok users. It also allowed Bomb Pop to boost the top-performing videos into ads, which helped extend the reach of the campaign and increase brand awareness.
TikTok hashtag challenge
By asking users to share their favorite things and participate in the challenge, Bomb Pop was able to create a sense of community and connection with its target audience. The challenge also generated a large amount of user-generated content, which helped spread the brand message and increase brand awareness.
Reach & frequency Top Feed ads
By using ads, Bomb Pop was able to increase traffic to the challenge and TikTok Branded Effect, which meant more people were able to discover and participate in the campaign.
This helped extend the reach of the campaign and get more eyes on it, allowing Bomb Pop to get in front of a larger audience.
#6 Eyes Lips Face by E.L.F Cosmetic
e.l.f. Cosmetics is a budget-friendly makeup and skincare line that delivers professional-quality products. At the time, E.L.F wanted to create a TikTok campaign that showcased its edgy and inclusive value.
With almost 10 billion views and over 5 million UGCs, #eyeslipsface is undoubtedly the most viral TikTok campaign.
During this campaign, the E.L.F team encouraged users to create and share videos showcasing their favorite E.L.F makeup products, focusing on their eyes, lips, and face.
The challenge was designed to increase brand awareness and drive sales of E.L.F products by highlighting their most popular offerings and allowing users to participate and share their experiences with the brand.
Why does it work?
As the sound was so “sing-worthy”, “dance-worthy” and “share-worthy”, it is only natural that the challenge was able to spread rapidly on TikTok. The campaign theme song “Eyes. Lips. Face” also went viral and hit 20 million streams on Spotify.
E.L.F. worked with popular TikTok creators and beauty influencers to promote the brand’s TikTok hashtag. This helped to increase visibility and reach a wider audience. The campaign was so viral that so many celebrities hopped on the trend without being sponsored.
The #eyeslipsface challenge took place during a time when people were spending more time at home and on the screen, which helped to drive engagement and participation. Being one of the few brands that touched TikTok early on, E.L.F surely had the advantage over others.
#7 Black Friday & Cyber Monday Campaign by Monos
Monos is a Canadian travel and lifestyle brand that provides timeless, high-quality products for mindful travelers at affordable prices. To give their Black Friday & Cyber Monday sales a boost, Monos turned to TikTok.
They worked with TikTok’s Client Solutions team to utilize various ad solutions. Which include: In-Feed Ads, Spark Ads, and Video Shopping Ads, to drive conversions.
As a result, MONOS made +205% in ROAS and a 45% lower CPA compared to their target. They were also able to scale their budget five times without sacrificing returns and received an 18% click-through rate.
Why does it work?
Utilization of various TikTok Ads solutions
Monos did a really good job at combining and managing the 3 types of TikTok ads – In-Feed Ads, Spark Ads, and Video Shopping Ads. This has allowed Monos to showcase their premium luggage in a variety of engaging and interactive ways. This, helps them reach a wider audience and boost their sales.
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Utilization of TikTok interactive add-ons
TikTok interactive add-ons (Display Cards, Countdown Stickers, and Gift Code Stickers) created a sense of excitement and urgency, making people want to act fast and buy the products.
By adding a countdown timer or gift code sticker, Monos created a feeling of exclusivity and scarcity. Which is a super powerful motivator for people to act.
The add-ons also allowed Monos to direct users straight to their website where they could learn more and make a purchase. Thus, leading to improved lower-funnel conversions and overall ROAS for the campaign.
Let’s create your brilliant TikTok marketing campaign!