TikTok isn’t just for entertainment, dancing videos, or comedy skits; it’s also a powerful tool for growing your audience and achieving business goals. However, with trends changing so quickly, it can be hard for brands to keep up.
Instead of joining the trend, why not start your own? Like Scotts :
1. Scotts
@johntravolta Thanks to my daughter @ella.travolta for being a great dance partner. Join us and #DoTheScottsSlide @scotts_lawn #lawn #ad
Scotts, a well-known brand in the lawn-care industry, wanted to connect with a younger audience, so they turned to TikTok for help. They launched one of TikTok’s largest branded hashtag challenges, #DoTheScottsSlide. Bringing their Super Bowl commercial to TikTok, they enlisted actor John Travolta and his daughter Ella to lead the challenge.
The campaign was a massive success, with the hashtag receiving 2 billion views in just two days. TikTok users created 1.4 million videos, achieving a 19% engagement rate. Additionally, John Travolta gained 1 million followers, showing how both Scotts and influencers benefitted from this campaign.
2. Clearly
@davidsuh Feelin spec-tacular w/ these poses☺️ Join the @clearly #ClearlyTransform challenge to show how confident you feel w/ your glasses #clearlypartner
Clearly partnered with TikTok for the #ClearlyTransform Branded Hashtag Challenge, encouraging users to showcase their best looks with glasses to promote confidence and style. Key highlights of the campaign include:
- Custom music by TikTok Sound Partner Marmoset, featuring Clearly’s name, boosted brand recall and engagement.
- The campaign garnered 20 million video views, reaching 116 million users globally within 6 days.
- Over 241,000 video submissions and 32.7 million engagements led to a 13% increase in Ad Recall, surpassing industry norms.
- Clearly gained 12,000 new followers and is now collaborating with viral creator @yoleendadong on a product line.
The campaign’s strong visuals, audio, and timing played a crucial role in its success.
3. Wet n wild
@wetnwildbeauty BIG volume, BIG length, BIG lift. #BIGGERisBETTER and #BigPoppa Mascara gives the biggest and baddest lashes ever! #wetnwild #wetnwildbeauty #mascara
Wet n Wild, a popular cosmetics brand, used TikTok to boost awareness for their new Big Poppa mascara. Their strategy included a branded hashtag challenge, in-feed ads, custom sound, and TikTok influencers.
Top influencer and artist JVKE created the campaign’s audio, “Big Poppa Heart Stoppa,” and shared his creative process in a TikTok video. This collaboration led to impressive results:
- 1.5 million videos were created for the challenge.
- A 13.7% TopView engagement rate and a 9.6% increase in brand awareness.
- Influencer Bella Poarch’s #BiggerIsBetter video received 3.3 million likes, highlighting the success of TikTok influencer marketing.
Overall, the campaign effectively used user-generated content and influencer partnerships.