How Brands Are Utilising TikTok Influencers: The Best TikTok Campaigns

If used correctly, TikTok can be a beneficial tool for marketers due to the range it provides. From short form content to a large user base and a wide variety of niche influencers available, the chances of becoming viral on the platform has never been easier.

Thanks to this access, the platform has been used to create some of the most notable marketing campaigns to date.

Let’s take a look at them!

TOP BEST TIKTOK CAMPAIGNS OF 2023

Read on to find out some of the best TikTok campaign examples from the past few years!

1. Supergoop!

Famous skincare brand Supergoop is known for its sunscreen sticks and creams. SPF has been famed on TikTok recently and Supergoop leveraged this popularity to launch its TikTok campaign. The brand partnered with a variety of influencers who created videos which spoke to the importance of using sunscreen.

The TikTok campaign was a huge success as it greatly increased the brands growth and sales – its page now has over 1.8M likes!

@supergoop

Are you team #UnseenSunscreen or team #Glowscreen? @SPENCER shares how to pick between our two bestsellers ? #supergoop

♬ original sound – Supergoop

2. Walmart

American supermarket giant Walmart also joined the TikTok scene. The well-known brand was one of the first retailers to use TikTok to build relationships with its customers by following trends and creating shoppable content. 

Its TikTok campaign focused specifically on customer experience brought to life through the hashtag #GotItAtWalmart.

This garnered hundreds of UGC posts and reviews including customer opinions about the wide range of products. Walmart has also partnered with influencers across Instagram to promote the brand.

Similarly, Walmart began their back-to-college campaign by recruiting influencers to post purchase hauls of everything they bought from Walmart for their college dorms. 

@walmart

@makaylalysiak has all the inspo for ? #CollegeDorm finds! Check out these items and more at the link in our bio. ✨ #BackToCollege #WalmartFinds

♬ original sound – Walmart – Walmart

3. Netflix

Netflix, a renowned subscription streaming service, is now the second most followed brand on TikTok.

With 35.6M followers, their TikTok page is overflowing with interviews with actors, clips and snippets from latest shows and teasers for what consumers can expect next. 

Netflix has launched multiple TikTok campaigns, notably the #WhatsYourPower hashtag campaign which garnered over 112,000 uses from consumers.

@netflix

#WhatsYourPower If you could have five minutes of superpowers, what would they be?

♬ Rise Up (1st Half Custom) – Dubkiller and Mark Victor

4. e.l.f Cosmetics

e.l.f  Cosmetics is a drugstore makeup brand and has made its name as one of the best on the market. Their use of TikTok campaigns was part of this growth as they were one of the first beauty brands to activate a successful TikTok campaign. The brand is known for activating the best TikTok campaigns and have also expanded this success to other platforms.

@elfyeah

Hard launching this new trend ? Grab one of our 20 shades of O FACE Satin Lipstick and show us your BIG LIP ENERGY ? #elfOFACE #ofacesatinlipstick #elfcosmetics

♬ Lip Positions (O FACE) – e.l.f. Cosmetics

5.GymShark 

Fitness apparel and accessories giant, Gymshark has made its name known through the power of influencer marketing campaigns.

The brand ran a TikTok campaign which garnered over 2 million followers over the course of 6 months. Gymshark utilised influencers to create short form videos focusing on motivational fitness videos designed to inspire users.

One of their best TikTok campaigns in terms of performance was the ‘66 Days: Change Your Life’ in 2019, which earned the hashtag #gymshark66 over 45.5M views.

@_izzyflannery_

@Gymshark biggest sale is now live! up to 60% off plus and additional 10% off with my code ‘IZZY’ (dm me a screenshot of your order if you use my code so i can show you my love ?)

♬ original sound – Izzy Flannery

6. Marc Jacobs

Marc Jacobs, one of the most well-known names in luxury, has made excellent use of TikTok’s duet feature. The brand regularly uses their account to react to users’ reviews, both customers and influencers. In 2020, they also ran a TikTok campaign with macro and hero influencers and the hashtag #PerfectAsIAm which performed impressively garnering over 10M views.

@marcjacobsfragrances

You’re perfect. #MJPerfect #PerfectAsIAm

♬ original sound – MarcJacobsFragrances – MarcJacobsFragrances

7. Fortnite

Gaming fans will know how popular Fornite has become. The brand launched a TikTok campaign which, within their first 16 posts, earned them a whopping 2.6M followers, and also gained one of the highest numbers of likes on TikTok! The success of this campaign was due to using trending sounds and hashtags on the app.

They have since gone on to run a TikTok campaign with TikTok itself called ‘Emote Royale’. Users are encouraged to come up with Fortnite’s next big “emote” by posting their submission to TikTok. Influencers Pokimane and Jordan Fisher were brought on board for promotional purposes and the hashtag #EmoteRoyaleContest gained 623.5M views. 

@funnelvision

Lex and I recreate some #emoteroyalecontest dances that we reacted and voted for. Now on FGTEEV Youtube. @lex_0724 #foryoupage

♬ original sound – FUNnel Vision

8. Red Bull

RedBull started their marketing on Instagram and quickly made the move to TikTok to grow their brand awareness. An examples from their campaigns was the hahstag #givesyouwings which invited consumers to engage with the brand and gained over 1B views.

@redbullau

HOW-TO join in the #givesyouwiiingschallenge (with a bit of help from @ko_yamada ) #howto #redbull #tutorial

♬ Red Bull #givesyouwiiingschallenge – G Flip

9. Marks and Spencer

The retail giant’s introduction to TikTok has been nothing short of impressive, kicking off with a TikTok campaign rooted in fashion influencer activity. To best advertise the company’s answer to autumn fashion, they recruited the help of several influencers to execute try on hauls and styling videos for the brand’s TikTok channel. 

@marksandspenceruk

Autumn by M&S has arrived. Be inspired by our new-season collection. It’s anything but ordinary.

♬ Promoted Music – marksandspenceruk

FAQs

How do you make a TikTok campaign?

Firstly, find the right influencers for your campaign intentions. Then create a brief to outline the creative route for the campaign and ensure the influencers can execute this correctly. Once you are happy with the content then you can post to TikTok! You can also choose to turn your campaign into ads but putting some spend behind, and you can target a range of variables.

How much does a TikTok campaign cost?The cost of a TikTok campaign varies and can depend on several variables: the size of influencers used (if any) and associated deliverables required, the amount of influencer partnered with, use of paid ads, and finally how much growth you would like to see as it is likely this will increase with the amount of spend put behind the campaign.

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@ Socially Powerful