Brand campaigns on TikTok that ticked

We take a look at some of the TikTok campaigns that have been instant hits on the video sharing platform

by Shikha Paliwal
Published - Oct 11, 2019 7:49 AM Updated: Oct 11, 2019 11:42 AM

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TikTok

As TikTok takes wing with over 120 million monthly active users, brands are sitting up and taking notice of the video sharing platform.

Despite earlier concerns among brands regarding safety issues, the platform is now quite a draw due its popularity, especially in smaller towns and cities. Ever since TikTok opened its doors to advertisers, the platform has seen several brands come on board looking to leverage from the new age consumers.

On what’s finally ticking for TikTok as a brand engagement platform, Sachin Sharma, Director of Sales and Partnerships at ByteDance India, said: “Brands today are slowly realising the true potential of the Indian market as TikTok might be the first-of-its-kind content creation platform for our user base is across Tier 1, Tier 2 and Tier 3 cities. This gives partner brands a unique opportunity to connect with their audiences across the length and breadth of the country, in an interesting and innovative format.”

Brand partnerships on the platform are coming from across sectors like e-commerce, FMCG, BSFI and the education space, among others, Sharma added. “We believe that our highly engaged user base makes it a go-to platform for consumer-based businesses to increase their mind share. It is also a great opportunity for brands to directly reach out to first-time internet users through the platform.”

On offer from TikTok are a bouquet of ad formats that can be tailor-made basis the brand’s requirements. These are namely Short Videos, Brand Takeover, In-feed Native Video, Branded lenses and their most popular format the Hashtag Challenge.

We compiled some of the campaigns that have drawn most views on TikTok and turned instant hits for the app’s users.

Clean & Clear (15.6 billion views) - http://vm.tiktok.com/f7bG2b/

With 15.6 billion views, the Clean and Clear campaign is perhaps one of its most successful brand hashtag campaigns. #UnbottleApnaSwag was curated for the launch of a limited edition pack - the Clean and Clear face wash. Targeting five different personalities of young girls, the campaign asked users to select the personality they resonated with the most and the best videos were featured by top TikTok stars on their pages. A quirky brand anthem with high-quality UGC videos were produced by audiences, making the campaign go viral beyond the Hashtag challenge.

#BigBillionStar (over 8 billion views) 

Flipkart’s #BigBillionStar campaign has recorded over 8 billion views. User-generated content seems to have drawn in e-commerce giant Flipkart too onto the platform. Looking to create a buzz around its Big Billion Days Festive sale, Flipkart ran a campaign under the hashtag #BigBillionStar. The campaign featured its brand ambassadors - Virat Kohli, Amitabh Bachchan, MS Dhoni and Alia Bhatt. The participants had to make duets alongside the stars through creative use of the format. The five best duets would win the Realme 3 pro phones from Flipkart. The end result was uproariously funny and quirky content that met the brief head on.

#OLXDekhaHai (over 7.5 billion views)


OLX created their official account on TikTok and then launched a hashtag challenge called #OLXDekhaHai campaign. The aim was to reach out to a wider audience and create awareness about OLX and its new logo. Users were invited to participate in this activity to create their version of OLX video using the brand music.
Moov (5.6 billion views) http://vm.tiktok.com/f7gMke/
Moov was another popular hashtag challenge that gave TikTok users an opportunity to showcase their unique fitness moves. The campaign was also a tribute to the Fit India Movement launched by Prime Minister Narendra Modi.

Center Fruit (4.3 billion views) - http://vm.tiktok.com/fvFyfC/


Perfetti Van Melle’s Center Fruit used TikTok as a launchpad for its chewing gum Chatpata Sparkiez. Center Fruit used the Hashtag Challenge by involving leading influencers. Their ‘Mood Ting Tong’ tagline challenged users to showcase how eating a Center Fruit Chatpata Sparkiez could perk one up and transform any boring situation into an exciting one. The mood transformation was captured through user-generated content after the consumption of Center Fruit Chatpata Sparkiez.

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