TLDR:
- TikTok is one of the very best ways for marketers to connect with their audience, especially young consumers.
- Most successful TikTok campaigns feature elements of engagement and creativity, encouraging the audience to join in the action.
- TikTok is a great channel to try something new and risky. Even established brands sometimes use off-color humor or tongue-in-cheek references to seem authentic to their fans.
So what?
Even if you have no idea what you’re doing on TikTok, it’s not rocket science—and you can get a lot of good ideas from seeing what other successful brands have already tried.
Ever wondered why some brands go viral overnight on TikTok while others struggle to get noticed? Fortunately, there is a playbook, which we’ll show you here.
Many marketers find it challenging to crack the code of TikTok engagement, despite the platform’s explosive growth. In such a fast-paced environment, marketers may find their tactics outdated just days after they’ve had the chance to put them in action.
In this guide, we’ll dive into the top viral TikTok brand campaigns to help you use the lessons learned to craft your own viral campaigns.
1. Chipotle – #ChipotleLidFlip
Chipotle’s lid flip challenge sparked a viral craze among Gen Z consumers seeking to emulate David Dobrik’s suave move. A vital TikTok rule: If it looks cool and sounds cool, it probably is cool.
@daviddobrik #ChipotleLidFlip @chipotle #ad
2. Chipotle – #GuacDance
Another TikTok viral content tip? Go straight for childhood nostalgia. Appealing to the past is a great way to garner positive reactions from your audience—especially if it’s nostalgic to their age group.
@chipotle Good times #chipotle #guacdance #avocado #fyp
3. Netflix – #WhatsYourPower
When watching a superhero movie, everyone is secretly thinking, “I wish that were me.” By tapping into this common wish, Netflix sparked a viral trend. Helping customers fulfill their inner fantasies is a great TikTok engagement tactic.
@netflix #WhatsYourPower If you could have five minutes of superpowers, what would they be?
4. Marc Jacobs – #PerfectAsIAm
Maybe your nose is too big, or you have crooked teeth. Marc Jacobs is here to say your imperfections make you perfect—and in an era where social media often amplifies our feelings of inadequacy, that’s a message that resonates.
@marcjacobsfragrances A celebration of individuality, personal truth and authenticity. PERFECT MARC JACOBS Eau de Toilette.
♬ original sound – MarcJacobsFragrances – MarcJacobsFragrances
5. Duolingo – Evil Duo
The incessant reminders to practice your French (or face the consequences) were already meme fodder. Duolingo decided to lean into the movement, inspiring other companies to join in one of the best TikTok trends: If you can’t beat the memers, join ‘em.
@duolingo Duo on the shelf👁️👄👁️ #duolingo
6. JVN Hair – How-to Videos
If you’re looking to increase your TikTok follower count, you’ve got to give people a reason to follow you. You’ve got to provide value. And in that regard, JVN’s long list of hairstyling tips and tricks is a masterclass.
@jvnhair So chic! Make sure to use heat protection 🔥 #flatironwaves #jvnhair #hairstylistsoftiktok
7. Gymshark – #Gymshark66
66% off all products for 66 minutes? Although some might call it a gimmick, Gymshark’s catchy hashtag works because it’s a basic but appealing message. The best TikTok marketing strategies keep it simple.
@rachelmendi The next big GYMSHARK SALE! Mark your calendars 📆 #gymshark #gymshark66 #gymsharksale #deals
8. e.l.f. Cosmetics – #EyesLipsFace
Every aspect of this campaign seems perfectly suited to e.l.f. The brand name? Check. The meaning? On point. The messaging? Perfectly consistent. It’s definitely one of the best TikTok branding campaigns we’ve seen.
@elfyeah How do you express your e.l.f. 💃🕺#expressyourelf #eyeslipsface #elfcosmeticsuk 🇬🇧
9. GoPro – User-Generated Content
Why pour resources into making content when you can piggyback off your users? That’s GoPro’s strategy, and it’s actually a very effective TikTok engagement tactic. After all, the customers are always right.
@gopro @Gionata Livorti thank you for paying homage to our elders 🤝 #gopro #goprobike #gopropov #pov #mtb #stairs #staircase #bike
10. Chubbies – Humorous Content
Chubbies produces shorts. Nothing revolutionary there. But that doesn’t mean humor is off the table, and Chubbies is great at thinking outside the box for any opportunity to make its audience laugh.
@chubbiesshorts What’s next? Doing homework late on a Friday night? Tune in next week to find out what happens. #chubbies #fyp #90s
11. Jones Road Beauty – Product Tutorials
Even when you provide a superior product, your customer must understand how to use it. If their experience doesn’t stop at the cashier, why should yours? In that vein, Jones Road Beauty has greatly increased its brand presence by giving tips on how to apply makeup products.
@jonesroadbeauty This look will turn heads all summer long. The Makeup Travel Kit contains everything you need for a bronzy, summery glow. It includes: – Gel Bronzer gives a lightweight tan – Exclusive Mini Miracle Balm for a glowing blush – The Best Pencil to define the eye – Just a Sec for a summer shimmer – Cool Gloss as a fresh finish Watch as Jeanne applies The Makeup Travel Kit in Flushed. #makeup #makeuptutorial #makeuphacks #summermakeup #summervibes #jonesroadbeauty #blush #blushtrend
12. SKIMS – Influencer Partnerships
SKIMS isn’t just creative but also timely. Combining the hottest new influencers with trending events, like the 2024 Olympic Games? That’s definitely a TikTok viral content tip your brand should consider.
@skims @Team USA athletes @Paul Judas and @FrederickFlips lounge in our SKIMS for Team USA collection.
13. Vessi – Stop Crying and Put Some Vessis On
These ads are what Gen Z calls “out of pocket” (translation: “unnatural or inappropriate, but in potentially a quite funny way”). Frankly, Vessi took a strategic risk by leaning into this dark humor—but as the comments reveal, that risk has paid off.
@kallmekris #ad Stop crying, and put on some @vessi 👟
14. Disney Parks – #DisneyVacation
Disney has a tried-and-tested formula (their bio reads “the happiest place online”), and guess what? It works. Sometimes, you just have to know your audience and give them what they want—and that’s a surefire way to increase TikTok followers.
@disneyparks It’s Mickey Mouse! 🐭📞 (via @Destiny Marulanda) #Disney #DisneyParks #DisneyWorld #MagicKingdom #MickeyMouse #Mickey #Birthday #Wholesome #Surprise
15. Apple – #ShotOniPhone
Apple’s campaign keeps the product quality front and center while (like all the best TikTok trends) providing users the chance to showcase their own creativity. Apple doesn’t miss, and it’s no surprise they’ve got that sense of balance just right.
@byhmzaa The best camera is the one you already have – shot on iPhone 13 pro max #shotoniphone #filmtok #cinematic #cinematography #fypシ #fyp #film #cinematok #foryou #videography #colorgrading #explor #اكسبلور
16. Pepsi – #PepsiChallenge
Pepsi partnered with some of the world’s biggest soccer stars, encouraging fans to show off their best dance moves. With an impressively high engagement rate, the campaigns resonated perfectly with Pepsi’s audience.
@anygabriellyofficial Your turn to do the #PepsiChallenge now! 🤪🤍✨ @pepsiglobal @nowunited
17. Amazon – #AmazonFinds
Ever found yourself saying, “I never knew I needed this”? Amazon’s immensely popular #AmazonFinds campaign encourages people to share the coolest, most useful, or just plain weirdest items you can purchase on the platform.
@justicebuys Number 3 is my fav 😮😎 #productreview #amazon #amazonfinds #amazonmusthaves #products #justicebuys #product #gadgets #unboxing #homeproducts #kitchenproducts
Marketer’s Takeaway
Here are our three key insights marketers should draw from these successful TikTok marketing campaigns:
- To boost TikTok engagement, authenticity is key. Don’t be afraid to use humor, even if it’s self-directed (or even a bit dark).
- It’s crucial to follow the current TikTok trends. They won’t last forever, so your marketing team needs the freedom and agility to push out content quickly.
- A strong TikTok presence is crucial to your overall marketing efforts, especially if your target customer base is under 30. Know your audience!
At the end of the day, try different tactics to see what works best for your brand. So long as you keep your audience front and center, we’re confident you will find an approach that works for you!
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