The 5 campaigns that created a buzz on TikTok

Unless you're a boomer, you probably know that TikTok is THE social network of the moment! 😎 And yes, the application that totally smashed download records last year is certainly known for its creative content, but also for its incentives to buy! The famous phrase "TikTok made me buy it" illustrates this perfectly. 🛒

TikTok has clearly become a must-have and brands have understood this. The creativity and authenticity of content creators is maximum on this network, which is its greatest strength! And with the regular arrival of tools and features to make life easier for users, creators and brands, TikTok is securing its place as the must-have network, almost on par with Instagram!" Thomas Angerer Co-founder, BeInfluence.✨

It's a fairly young platform compared to Instagram or Snapchat... Ads are not yet present in mass, but for a few months advertisers have been playing the TikTok game and trying to create campaigns following the codes of the App (challenge, entertainment, creativity etc..) 🎨

In this article, we have selected the 5 best TikTok campaigns from 2020/2021:

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1. Asos 

Asos, whose real name is seen on screen, is the second most visited clothing site in the world, with a fairly young target. On TikTok, it gathered 585.9K subscribers. 😱

The campaign :

Objective: Asos seeks to boost its visibility and inspire its community, in order to be the reference of fast fashion! 👠

Concept: The brand wanted to stand out on TikTok by launching the #AySauceChallenge which invites the community and fashion fans to "channel their Asos vibe", express their style and creativity by posting 3 different outfits. 👗

Set up: For the #AySauceChallenge, Luke Trotman from Love Island, the Neffati Brothers and Jordan Fisher participated in the challenge.

Asos also solicited influencers such as Loren Grey, Michael Le and Jordan Fisher to inspire its community and boost its visibility.

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Results: 

👁 1.2 billion views in 6 days

📹 488K videos by 167K unique users

📈 15.79% engagement rate 

😎+25% brand awareness on networks

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2. Chipotle

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Internet users love food accounts, recipe tutorials, etc... it is well known!

What could be better for a restaurant chain than to communicate on TikTok where it can target young people in mass? 🎯

Chipotle, the American fast food giant specialized in tex-mex, didn't waste any time! 🌮

Often mentioned on TikTok by its community, the brand jumped the gun to get closer to them.

The campaign :

Goal : The brand is looking to strengthen its image and identity. To humanize Chipotle, the account must reflect authenticity and dynamism!

Concept : In 2019, in honor of National Avocado Day, the brand launched the #GuacDance challenge that encouraged people to dance to a song. 🥑

In 2020, it is launching a campaign the "chipotle royalty" a new challenge! A competition with David Dobrik, a big fan of the brand. The goal was to have the best combination of burrito to win 10 000 dollars and have his recipe displayed on the official menu.

Set up : The brand collaborated with tiktokers like David Dobrik (26M followers) and the influencer collective the Hype House (20M followers) in the form of challenges, hashtags, contests, and offers on sponsored products. 🎁

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Results : 

📈+1.7mio followers

❤️29.2 likes on the brand's profile

👁1.1 billion views of #GuacDance

🛒+65% of guacamole orders / +$776.4m in sales

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3. Stabilo 

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Who says TikTok says young target, Stabilo has obviously chosen to launch on the social network with 20.9K followers. 😳

The campaign :

Objective: As part of its 2020 communication strategy, STABILO wanted to create visibility among 14-20 year olds in Belgium for its 88 point felt-tip pen range. 🖍

In order to generate a maximum of visibility for Stabilo during the December exams, BeInfluence proposed a campaign on TikTok to focus the message on the deconcentration during the exams. 📝

75 000 unique people reached 150 000 video views. 👀

Concept : The TikTok campaign focuses on the creative and fun side of Stabilo.88, the ideal companion to escape into the imagination and not study. Catchy tagline : "Study hard, Chill harder" with Stabilo. 🤓

Set up : In order to generate maximum visibility for Stabilo during revision time and to highlight its.88 range, the agency proposed the following concept to influencers: 
introduction during revision period in front of their notes or course sheets and a focus on the products a transition on Study hard, Chill harder which will be up to the choice and creativity of the influencer: a drawing, a choreography, a music etc. 🕺

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Results: ‍

👁 652,000 organic views

❤️ 14% engagement rate

🤳 2,800,000 views via a content amplification campaign on TikTok

📈 ROI of 667%

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4. Pretty Little Thing

The pretty little things campaign focused on entertainment

Impossible to miss the brand of the Boohoo group omnipresent on the networks, the fast fashion brand offers trendy and inexpensive clothes. 💁

The campaign :

Objective: Attracting a very young community, the brand has naturally turned to the social network.

Concept : The brand frequently illustrates its videos with captions and engaging hashtags that invite the public to share opinions, or give fans the chance to win discounts, which generates thousands of comments on its account. 🏷

Set up : Their campaigns are done in the form of contests, such as making you win a Dior ring! They record podcasts with influencers, very influential artists on TikTok @Dojacat, they collaborate with tiktokers like Avani from Hype House or singers like Lizzi!

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Results: 

👁 441.3 mio views for the #plt

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5. Benefit Cosmetics

If you're a makeup fan, you can't not know the Benefit cosmetics brand! Very used by young people and very marketed by influencers, it's no surprise that we find it on TikTok.

The campaign :

Objective: Benefit's goal is to make fun and creative beauty routines videos in order to highlight the microfilling eyebrow pencil, as well as to generate maximum engagement.‍

Concept : A campaign realized by the brand's agency, Vamp, in the form of a challenge. The challenge was to perform an eyebrow dance to showcase the microfilling pen.

Set up : The idea was to select 22 influencers from Gen Z and millennials with diversity and creativity! 🎨

Each video was authentic and launched in sync on the users #ForYou feed 

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Results: 

🤳22 influencers

⏳3.500 hrs of views

👍1.4 mio impressions (for just 4.5 minutes of creative content)