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Top 3 TikTok Marketing Case Studies & Insights 2023

2022 has been one hell of a year for TikTok. It is one of the fastest-growing social platforms in the world, overtaking even Facebook & Instagram, and amassed over 2 billion downloads in April 2020. Not only has TikTok’s user-base grown substantially but so has the variety and amount of brands who have flocked to get even a tiny piece of the platform.

At Fanbytes by Brainlabs , we have had the pleasure of working with an assortment of brands to activate TikTok campaigns tailored to their goals such as Warner, Vestiaire, Burger King to more unorthodox brands such as the UK Government & the ACCA.

This year has posed unique challenges and opportunities for brands, and we’ve created 3 distinctive case studies that will provide insight into how we’ve helped brands navigate TikTok in 2022 and how we were able to collaborate and activate blockbuster campaigns amidst its challenges.

Top 3 TikTok Marketing Case Studies for 2023:

1. idahoan foods, 2. vestiaire collective, 3. wrap me in plastic.

One thing that we saw during early Coronavirus concerns and lockdown measures is a noticeable rise in food content. From the infamous viral ‘Dalgona Coffee’, banana bread, and pancake cereal , users were quick to run to their kitchens and attack all of these recipes with little else to do in isolation.

This presented a unique opportunity for Idahoan Foods , a US instant mashed potato brand who were looking to engage a Gen Z demographic in the US who they have had difficulty connecting previously.

To insert the brand into the ongoing food content craze on the app, we knew that we had to get innovative whilst also incorporating popular TikTok conventions that would help Idahoan Foods stand out and appear as organic as possible.

With the brief set to build awareness of Idahoan Foods on the platform, our solution was to create a two-part activation leveraging 14 influencers, which we found by utilizing our industry leading in-house TikTok analytics tool, Bytesights.

For the first activation, we combined two of TikTok’s most effective and magical viral ingredients: sounds and dances. Firstly, our in-house team created a custom sound to build Idahoan Foods’ brand image, and we coupled it up with a choreographed organic hashtag dance challenge where the #mashoutchallenge was born.

The challenge consisted of simple dance moves which included the famous 1960s ‘Mashed Potato Dance’, making it easy and accessible to all types of users. We guaranteed 2 million views for this segment of the activation, but we over delivered by nearly 4x with a mammoth 7.6 million views! Our custom sound even inspired 178 pieces of user-generated content and reached an incredible 50K plays overall.

The goal for the second part of the activation was to showcase the product in a fun way so that users can begin to build positive brand connotations. We knew the best way to do this was to trust those who spend 24/7 creating content in the app and know their audiences' likes and dislikes better than anyone. So, we gave our influencers creative freedom to align their videos with their personal brand and audiences, essentially “making it their own.”

The overall results from the campaign were outstanding. We were able to drive awareness by surpassing guaranteed views by over 700%, garnering an impressive 14,000,000 million views across the campaign.

What’s more, our influencers videos hit a 20.13% engagement rate, well over the successful industry benchmark of 14% for TikTok, and as a bonus, the Idahoan Foods TikTok account drove 3,700 followers following the end of the campaign. 9

Fashion content soared earlier this year and it doesn’t look like it’s slowing down anytime soon. We saw Dior host the first live virtual catwalk on TikTok paving the way for the future of luxury fashion, TikTok hosted their #TikTokFashionMonth in September, and household fashion brands started to recognize this and allocate real budgets to the app.

Vestiaire Collective is an example of a luxury fashion marketplace that approached Fanbytes by Brainlabs to build a presence on the platform and explore TikTok as a channel of growth amidst these exciting changes. Vestiaire Collective is a leading global platform for pre-loved luxury fashion items. Their goal was to drive awareness around their new ‘direct shipping’ feature to a targeted US Gen Z audience and d rive cost-effective app installs, benchmarked against Instagram.

With this brief in mind, we took a creative approach that combined an organic influencer activation and paid ads. Paired with our data-driven influencer selection process utilizing our in-house Bytesights tool, we briefed our 8 influencers to create compelling creatives that incorporated highly-effective CTA’s to drive installs and ensure a high conversion rate.

Vestiaire Collective - #TikTokFashionMonth

Whilst we asked the influencers to position themselves as buyers, showcasing how they styled Vestiaire Collective items, the creatives varied from influencer to influencer. We wanted to enable them enough creative freedom to ensure it remained organic to their feed so it appeared less of an ad created exclusively to sell, effectively working with them and not against them. In doing so, we drove a huge 1,000+ organic installs and a 17.5% ad conversion rate.

In order to deliver a cost-effective CPI, we also did a lot of A/B testing and took the best-performing creatives and doubled them up as paid ads. Our ads drove a further 4,000+ installs and most notably, we reduced the clients CPI by 50% when compared to other channels, making TikTok more effective for Vestiaire Collective than Instagram and YouTube.

The overall results were far from average. We drove twice the amount of guaranteed views with a massive 1,307,200 views across the campaign and Vestiaire Collective were so astounded with the outcome that they decided to run a 2nd US campaign which delivered 2.6M views whilst maintaining a similar CPI. What’s more, we’ve since become Vestiaire Collective’s official TikTok partner, helping them conquer new territories like the UK and EU whilst achieving record-breaking CPI’s of £0.40 in the process.

These days, it’s rare to see a song receive ultimate fame without going through TikTok first. However, this doesn’t mean that TikTok promises every song viral success. At Fanbytes by Brainlabs, we have collaborated with 2,000+ artists from all over the world and know a thing or two about how to marry songs and influencers to concoct the perfect recipe for roaring success.

‘Wrap Me In Plastic’, a song by Chromance and Marcus Layton, is an example of a song that took the TikTok world by storm after working with us to create a tailored approach. It had already gained some traction among st the cosplay community and surpassing 100k videos on TikTok at a steady rate. We were tasked with really supercharging the song globally on the platform - in particular across the US, UK, Russia, Brazil & Germany.

To do this, we delivered a TikTok dance, something that felt organic and authentic to TikTok, and activated across three key phases. We selected highly engaged influencer @itsahlyssa to produce a new catchy choreographed dance that aligned with the song and asked her to shed it out amongst her following. Afterwards, we enlisted several other influencers to continue the trend, making it feel like a real organic trending moment.

‘Wrap Me In Plastic’ by @itsahlyssa tiktok

Subsequently, we realized that a remixed version of the song was gaining traction on the platform which gave birth to the organic #photogenicchallenge that drove a staggering 85.6 million views. Other than this, we saw @imjoeyreed go viral from a dance he created leveraging the remixed version and gaining 19.7 million views and 1.7 million likes. After discussing with our client, we agreed that we should be reactive and collectively decided that our second activation should tap into the popularity of this dance.

Appropriately, for the second activation in the UK, Russia, Germany & Brazil, we selected influencers to perform @imjoeyreed’s dance in obscure locations to inspire mass participation.

The results from this campaign completely blasted through the targets. Our first activation guaranteed 250k influencers, and we delivered by 9x more with 2.1 million+ views and a humongous 18.41% engagement rate. This wasn’t all - we inspired 25k+ user-generated content in the first two weeks.

Our second activation in Russia, Brazil, Germany & UK guaranteed 1.45 million views, and we delivered 6x more with 9.2M+ views. We also saw 1.5M+ new users make videos on the sound since the start of the activation and achieved a huge engagement rate of 20%.

These activations enabled us to fulfil the brief of ‘ driving further awareness and engagement of the song on TikTok’ as there are now 822.8k videos on the original sound and 6.8 million videos on the remixed version. Our activation strategy helped us drive sustained growth and engagement, allowing ‘Wrap Me In Plastic’ to cement itself within the TikTok community and experience a real trending moment.

Every successful TikTok marketing case study has common threads, all of which can be found through the 3 E’s: expertise, experience and efficiency. There are some real gems to take from these case studies but if you’d like to know more about how to deliver a disruptive brand activation on the app, get in touch with us today.

Author bio

Shelly Chadha

Shelly is the Content Manager at Fanbytes by Brainlabs, an award-winning influencer marketing agency that is dedicated to bringing you the latest Gen Z insights. Fanbytes by Brainlabs has helped top brands such as Universal, Missguided, Mcdonalds & youGov win the hearts of young people on social media. She heads up Fanbytes' content strategy, and her insights can be seen in top marketing publications such as The Drum & Talking Influence.

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16 Successful TikTok Case Studies [+ Actionable Takeaways]

By aana leech | 1 year ago.

TikTok is well-known for producing influencers who make it big, and creating lucrative personal brands. But beyond influencers , the platform presents a huge opportunity for well-established brands to grow revenue. In this blog, we’ll cover 16 marketing case studies where brands saw success from leveraging TikTok .

In 2021, KFC wanted to bring their chicken sandwich advertising campaign to a wider audience. To make this happen, they focused the bulk of their campaign on two TopView ads, or sponsored videos that TikTok users see when they first open the app. They partnered with prominent TikTok creators to use fun music, dance, and Colonel Sanders impersonations to grab attention.

The campaign brought in a whopping 221 million video views for KFC, an engagement rate of 9.3%, and a TopView click-through rate of 13.8%, according to TikTok for Business . The brand also saw a 24.7% increase in ad recall rate, which was part of the significant growth in sandwich sales — even selling out in some locations.

Actionable Takeaway

Partner with already-established TikTokers : Finding influencers who already have a prominent following is key for any large brand, and can help boost your return on investment (ROI) . Though KFC is practically a household name, partnering with smaller-scale content creators worked to their advantage — it allowed them to tap into the trust that smaller influencers have with their followers.

Crumbl, a cookie business best known for their ever-changing menu, releases new flavors every Sunday. To build awareness and excitement, they used Spark Ads to help accomplish their goal of hitting 1 million followers on TikTok , which allows brands to boost their own organic posts.

They made their product the star of the show by releasing behind-the-scenes videos of how their cookies are made. Crumbl also capitalized on the highly effective use of hashtags . #Crumblreview and #tasteweekly were the brand’s top hashtags , with #crumblreview alone netting over 231 million views.

Sticking to the basics can work: Crumbl kept it simple with short, snappy videos and hashtags . The brand hit its 1 million follower mark quickly — then upped its goal to 2 million and also achieved that milestone during the two-month campaign.

Long known as a technology leader, HP’s most recent goal is to become the most sustainable technology company. One large part of this goal includes reducing plastics, so to get the word out about the new initiative, HP turned to TikTok to amplify their message.

HP’s main strategy for its TikTok campaign leaned on partnerships with TikTok creators to promote the #HPRadicalResuse hashtag challenge. The videos posted by HP’s partners showed ways that we all can reuse in our everyday lives.

In addition to the influencer partnerships, HP tapped into One Day Max In-Feed Ads to increase the reach of its campaign. This ultimately brought in 38 million impressions and more than 36 million video views in a single day. The brand also utilized Reach & Frequency Spark Ads to ensure that TikTok users were seeing the videos through the campaign.

Find out more about getting started with TikTok ads .

Social issues can be successful: In today’s world, consumers want to support brands that align with their personal values. Through this campaign, HP showed the world that it could do just that. After the campaign, HP’s brand favorability increased by 1.9%.

4) Goldfish

With the goal of tapping into adult snackers’ nostalgia, Goldfish used TikTok to re-engage long-time fans. The brand came up with the #GoForTheHandful hashtag challenge. Similar to HP, Goldfish capitalized on TikTokers ’ love of challenges, but made it more competitive by encouraging its user base to see how many Goldfish crackers they could fit in their hand at one time. Best of all, the winner got to take home a year’s worth of Goldfish.

Goldfish partnered with TikTok influencers as well as NBA basketball player Boban Marjanovic — who has the largest hands in NBA history — to spread the word and build hype. The brand also used a hashtag emoji challenge by including the bright orange goldfish emoji alongside the hashtag .

Another successful element of this campaign was Goldfish’s use of a separate challenge page called @goldfishsmiles, which included all the information about the contest.

Finally, the brand ran television ads, as well as ads on other platforms, to promote the #GoForTheHandful challenge.

Cross-promote your campaign: For a brand as big as Goldfish, laying down the dollars to expand its reach probably wasn’t an issue. But even if your brand doesn’t have a ton of funds to dedicate to ads or celebrity features, think about creative ways to expand your campaign beyond a single social media platform . This strategy helped Goldfish see a post-campaign brand lift of 19.2%.

Lawn-care company Scotts may already have a worldwide following, but the brand wanted to expand its audience to include more young people . So, it turned to TikTok by adapting a Super Bowl campaign for the platform.

Using a hashtag challenge alongside a TikTok -adapted commercial featuring John Travolta, Scotts rolled out a contest that encouraged TikTokers to get outside and think about their lawns. The brand incorporated the Scotts Slide — a dance that Travolta and his daughter Ella performed during a Super Bowl commercial — as part of the TikTok challenge, using the hashtag #DoTheScottsSlide.

In two days, the hashtag saw 2 billion video views , and 1.4 million TikTok users had created videos for the campaign.

You don’t have to reinvent the wheel: If you have a campaign that worked, stick with it! #DoTheScottsSlide is a great example of how any brand can take a successful campaign and adapt it to a different platform.

6) Morning Brew

In an effort to boost its number of quality subscribers, subscription-based media company Morning Brew tried its first paid TikTok campaign utilizing Spark Ads.

Morning Brew stuck to the basics by partnering with a TikTok influencer who created a video that was 80% native TikTok skit and 20% call to action that aligned with Morning Brew’s message. This ratio gave the TikTok creator more control and creativity than many other brand partnerships.

The campaign was successful, beating its target CPA by 60%. TikTok for Business reports that, “Morning Brew [also] gained 70,000 registration subscribers and reached 23 million impressions on TikTok .”

Morning Brew Scotts TikTok Video Example

Give influencers creativity and autonomy: When utilizing influencer marketing , let creators be creative — after all, it’s in their job title! Allowing creators (a reasonable amount of) autonomy ensures that the content is relatable and feels authentic to their audience, which makes their followers more likely to consider using the brand they’re promoting.

7) McDonald’s

To drive brand awareness and reach with a focus on a young, multicultural audience, McDonald’s used it’s already-established TikTok community to help push customers into its stores.

The campaign focused on posting up-close shots of McDonald’s food offerings — previously used in TV ads — paired with a voiceover and layover text.

McDonald’s used Auction In-Feed Ads on TikTok , which helped the brand to target audience members who watched a two-second video from another campaign. The ad had over 45 million impressions.

The brand also leveraged TikTok ’s partnership with OpenSlate, which gives brands greater control over their ad placement.

Keep brand safety in mind: When running ads on social media , you’ll want to think about where exactly your ad is being run. TikTok ’s OpenSlate partnership helped McDonald’s to target their desired audience without having to worry about whether or not their ad would show up alongside content that didn’t align with their brand.

8) Goodfair

Online thrift shop Goodfair is best known for their creating mystery bundles — boxes of pre-loved clothing that’s chosen based on a theme. The brand already has a solid following of more than 400,000 followers on TikTok , but was seeking to drive more conversions on its website.

Goodfair leaned heavily on organic strategies like leveraging user-generated content, as well as boosting unboxing videos by their employees. Coupling this with In-Feed Ads , Goodfair was able to accomplish its goal of providing behind-the-scenes TikTok content, as well as educational content, surrounding ethical fashion.

The campaign helped the brand decrease its TikTok cost per click (CPC) by over 15% and increase its click-through rate (CTR) by over 87%.

Boost your credibility: Goodfair’s brand is all about decreasing the consumption of fast fashion across generations. By focusing videos on educating followers about the fast fashion industry, the brand continued to build its expertise and gained trust among its customers.

9) Little Caesars

Well-known national pizza chain Little Caesars saw an opportunity with TikTok when it launched its Stuffed Crazy Bread in mid-2020. To get people talking, the brand partnered with 13 TikTok creators for an influencer marketing campaign .

The premise was for the influencers to demonstrate the unique way they #GoCrazy after taking a bite of Little Caesars’ new Stuffed Crazy Bread. Influencers featured in the campaign included Olympian Gabby Douglas, the McFarland Family, and Nathan Davis Jr.

Using a combination of paid and organic strategies, Little Caesars wanted to show up organically in TikTok users ’ “For You” pages as much as possible. To help make this possible, the brand allowed their partners total creative freedom to shoot the video however they wanted. Interestingly enough, this choice revealed that popular TikTok families saw higher CTRs than celebrities.

Family creators can be a great partnership to boost CTR: Because Little Caesars worked with a diverse group of influencers , the brand was able to see what types of creators performed best. While most people would expect A-list celebrities and athletes to garner the most action, for Little Caesars, the McFarlands and Nathan Davis Jr. (with his mom) performed the best. This may be something to keep in mind when you’re searching for influencers to work with your brand.

EBay has always been a place for popular and rare sneakers, but in 2021, the ecommerce brand created a TikTok campaign to draw in younger generations of sneakerheads ( millennials and Gen Zers).

Along with the help of a marketing agency , eBay launched this campaign to “celebrate the deep connections between sneaker culture, music, and dance,” according to TikTok for Business . EBay’s campaign included a branded hashtag challenge using a custom song that featured the lyrics, “got my sneaks on eBay” and the hashtag #LaceEmUp.

To round out the campaign, the brand partnered with eight TikTok influencers to create videos using the custom song and hashtag , and then put some dollars behind the videos to amplify the reach.

Following the campaign, eBay reported positive user sentiment with many sharing they would use eBay to look for sneakers in the future. The #LaceEmUp challenge also inspired over 500,000 people to create TikTok videos .

Use music to stand out: TikTok is known for its music and dances, so why not capitalize on that by creating a tune specific to your brand’s campaign? This marketing strategy proved highly effective for eBay’s #LaceEmUp campaign, and encouraged a younger generation of sneakerheads to consider using eBay.

11) Moncler

Known for its sleeping bags and jackets, Moncler has become a highly sought-after brand for those seeking fashionable warmth. The brand tapped into TikTok to promote its various collections, as well as drive new followers to its TikTok page..

The brand used rapper Ty Dolla $ign’s hit track “Bubble” to launch the #MonclerBubbleUp challenge, which encouraged TikTokers to create looks using household items that resembled Moncler’s famous jackets.

The campaign was launched worldwide, which included paid TikTok ads in Italy and France, and brought in 7 billion views, which led to 170,000 new followers for Moncler.

If you have a worldwide audience, capitalize on it: Right out of the gate, Moncler was able to reach a worldwide audience by investing in paid ads in Europe and collaborating with TikTok creators in the U.S. and the U.K. As explained by TikTok for Business , “The challenge shattered benchmarks, exceeding expectations and reaching new users from across the globe.”

12) Mucinex

Many people over the age of 25 may remember the Mucinex commercials with the infamous Mr. Mucus, but the brand identified that Gen Z wasn’t as familiar. Mucinex launched a TikTok campaign to promote its Nightshift product line, specifically targeting Gen Z .

Mucinex created a 360-degree campaign that included a #BeatTheZombieFunk branded hashtag challenge , collaborations with TikTok influencers , a Branded Effect that featured a dancing Mr. Mucus, and a sweepstakes surrounding the Zombie Funk dance.

The campaign only ran for only nine days, but more than 500,000 TikTokers joined in. As a result, the campaign earned Mucinex almost 6 billion views .

Always keep your target audience in mind: Through the #BeatTheZombieFunk campaign, Mucinex shows us that even an older well-established brand can relate to the youngest of customers by utilizing all that TikTok has to offer. If you want to branch out and target a new audience , go where that audience goes and adapt to the platform — in this case, TikTok .

13) Chipotle

Fast-food chain Chipotle noticed its name was being dropped left and right on TikTok and decided to capitalize on it by creating its official business TikTok account in 2018. Unlike other brands, Chipotle keeps it casual on TikTok by sharing content that has a distinctly low-key and down-to-earth feel.

The brand has run two branded hashtag challenges to further engage its audience, but relies heavily on comedy sketches and reposting fan content. Since Chipotle ’s TikTok debut, they have gained over 1.3 million followers and over 20 million likes on their 100+ videos .

Listen to your online community: Regardless of the size of your brand, it’s vital to keep an eye on what people are saying about you online. Follow hashtags related to your brand, and set up Google Alerts to make this process easier. Many times, the best ideas can come from your fans — which can even save you money along the way.

14) Manscaped

Grooming tool company Manscaped was one of the first companies to utilize the self-service tools provided by TikTok back in 2019. With TikTok , they saw an opportunity to get the word out about their brand while keeping their budget low.

Spending as little as possible, Manscaped focused on frequent educational and creative videos surrounding grooming hygiene and boosted these videos through In-Feed ads . The brand pushed more money into campaigns surrounding their products, the Lawnmower 2.0 and Lawnmower 3.0, around holidays like Father’s Day, the Fourth of July, Black Friday , and Christmas.

You don’t need to spend a lot to see results: Manscaped saw impressive cost efficiency from a CPM perspective, according to TikTok for Business . Even though the investment was small, the brand gained 151 million impressions using creative, always-on strategies.

Discover more must-read TikTok strategy tips here.

As a leading dating app, Bumble approached TikTok marketing and advertising with the goal of increasing app downloads. Their strategy focused heavily on leaning into authenticity, which showed success in the past.

Bumble partnered with TikTok influencers — each with multi-million user followings — to produce and share creative, native-looking ads. This supported the brand’s already-established trustworthy and relatable reputation. This simple, yet effective technique, along with putting some money behind videos for In-Feed Ads , resulted in a “5x increase in app install volume since the start of Bumble’s TikTok program while achieving a 64% decrease in cost-per-registration,” as TikTok for Business reports.

Don’t make ads, make TikToks : Traditional digital marketing and advertising techniques don’t work on TikTok , mainly because users can tell they are ads. That’s where the mantra “Don’t make ads, make TikToks ” comes in. Simply put, if you want to be successful on TikTok , create your brand’s content with authenticity and relatability in mind.

Even the most chic brands are joining TikTok in droves. Fashion brand Fendi created its TikTok channel to help build their Gen Z follower base.

Fendi approached their promotion by running five In-Feed ads upon its TikTok profile launch. The campaign was called “F is for…” and each of the five ads corresponded to a different one of Fendi’s core values: family, fearlessness, freedom, friendship, and the future.

From just five ads, Fendi saw an initial wave of 15,000 new followers as well as an average CTR that outperformed its benchmark by over 158% .

Simplicity can be highly effective: Fendi proved that utilizing an already-established aspect of your brand — like your company values — and focusing on a limited number of high-quality ads can be extremely effective.

Looking To Add Your Company to This List? Popular Pays Can Help!

If you’re feeling inspired to plan your brand’s next (or first-ever!) TikTok influencer marketing campaign , check out Popular Pays — where you can connect, collaborate, and track your work with influencers all in one place.

Find TikTok influencers and learn about how Popular Pays can take your influencer marketing to the next level.

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TikTok Marketing Case Study Examples To Inspire You

TikTok is not just for entertainment. It's not only for dancing videos, comedy skits, etc. It's also a tool to grow your audience and achieve your business goals.

But because the trends are changing so fast... it's hard to keep up as a brand. So, you need to come up with other ways to stand out. Even if that means not joining the trends.

You don't need to join the trend if you can start your own trend and properly utilize TikTok to grow your account!

And if you have little to no clue how, don't worry because you'll learn...

Before we start, let's talk about what TikTok marketing is first. If you don't know, it's using the social media platform TikTok to market or promote your brand.

TikTok allows users to upload videos from 15 seconds up to 10 minutes. Now, let's get started!

Why do you need to use TikTok for marketing?

1. Collaborate with influencers

TikTok has a lot of content creators you can collaborate with for influencer marketing. And it doesn't matter how many followers they got.

Did you know that micro-influencers on TikTok have a 17.96% average engagement rate ? This is high because micro followers have less than 15,000 followers.

So, this also proves you don't always need to collaborate with mega influencers to get the best results for your business. There are plenty of TikTok influencers to work with.

As long as you collaborate with influencers who can produce quality content and convey your brand message... you're doing the right thing.

2. Be creative

Creativity is one of the factors that will make your TikTok grow. And you can do that through TikTok. How? You can upload short-form videos that showcase your brand and products.

You can do it however you want to! You can use trending sounds, audio, or other ideas to entertain and educate TikTok users.

See? You can unleash your creativity through TikTok and humanize your brand so more people will discover your TikTok videos.

3. Engage with other users

Engaging with other users will also boost your discoverability. You can interact with people within the same niche. Or, you can engage with your target customers.

Engagement is essential in building customer relationships. So, make sure to interact with your audience and reply to those who leave comments on your TikTok account.

Since you already know the benefits of TikTok marketing, let's see some...

3 TikTok marketing studies that will inspire you

Here are some examples...

1. Tenengroup

Tenengroup is an eCommerce house with different brands. They pulled off a successful campaign for one of their brands, MYKA. It's a handmade jewelry maker.

And for the holiday season, they knew that reaching the target audience wouldn't be easy. So, they came up with a strategy. One of their objectives is to lower the cost per action of CPA.

So, they dedicated a tailored strategy for MYKA's TikTok account. They created TikTok videos that will showcase MYKA's products and make them discoverable on the For You page.

Tenengroup also utilized TikTok ads by targeting the relevant audience. But one of their smartest moves was excluding those who had already purchased and completed their payments in the last two weeks.

This means the paid ads wouldn't target people who have already purchased. They also created retargeting ads for users who had taken actions on their website and watched at least 6 seconds of their videos.

Tenengroup was successful for this Father's Day campaign. They were able to decrease the cost per action (CPA) by 53%. The conversion rate also increased by 52%.

If Tenengroup inspired you, another one is...

2. Wet n wild

Wet n wild is a cosmetics brand. So, you've probably heard of them. They launched a new mascara, so they utilized TikTok to increase their brand awareness.

They went all out because they used a branded hashtag challenge, in-feed ads, custom sound, TikTok creators, and more. All of this is to drive brand awareness for the launch of Big Poppa mascara.

So, what did they do? First, one of the best TikTok influencers and artists, JVKE , created the audio for this campaign. It's called " Big Poppa Heart Stoppa " and was used for the mascara launch.

Then, JVKE posted a video documenting the process of how he created the audio. The artist replied to the comment of wet n wild, saying, "make a sound for the queens."

The results? 1.5 million videos were created for the challenge. Also, there was a 13.7% TopView engagement rate and a 9.6% increase in brand awareness.

You see, the TikTok community surely participated in this challenge. And just imagine the amount of user-generated content for this campaign.

They also utilized TikTok influencers, like Bella Poarch, who gained 3.3 million likes for her #BiggerIsBetter video. This proves that TikTok influencer marketing is effective.

Overall, this is a successful TikTok influencer marketing campaign.

From working with an artist with millions of followers on TikTok to collaborating with the best influencers... this was a successful campaign.

Speaking of which...

Scotts is not new to the lawn-care industry, as their products are sold in major retailers across the US. But they wanted to reach the younger demographic. And they knew TikTok could help them.

So, they launched probably one of the biggest branded hashtag challenges on TikTok... #DoTheScottsSlide !

They brought their Super Bowl commercial to TikTok, and actor John Travolta was one of the influential people to lead the challenge with his daughter, Ella.

This was a fantastic campaign because the challenge had 2 billion views in just two days! Not only that, but TikTok users created 1.4 million videos. And the engagement rate was 19%.

Another great result was John Travolta gained 1 million followers through this challenge. So it's not only Scotts who benefitted from this TikTok influencer campaign.

So, what are you waiting for?

Launch your TikTok marketing campaign and get inspired by these brands!

Launching your own TikTok campaign sounds intimidating... but with the right goal and strategy, you can also smash it like these brands!

Who knows? You might have viral TikTok videos that will make your brand more discoverable to your potential customers. And to help you in crafting the right strategy, here is...

The ultimate TikTok marketing guide for your brand!

Trisha Ballesteros

Trisha Ballesteros is a content writer and digital creator who's skilled and passionate about marketing, social media, tech, and user experience.

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Best TikTok Marketing Case Study From 5 Industries

By Editorial Staff

Table of Contents

In the influencer marketing space, a TikTok marketing case study is one of the most effective ways to show off a brand or an agency’s impressive results from a specific campaign. Especially when it comes to new, popular platforms like TikTok, displaying your impressive metrics from running a successful campaign comes in handy when attracting new clients.

With a well put together TikTok marketing case study, influencer marketing agencies can persuade potential clients to work with them, as they highlight the significant successes of a campaign and show how they helped a previous client solve their problems with creative solutions. Brands from any industry can publish a TikTok marketing case study to build credibility and establish themselves as a leader in their category. If you want to learn more, here’s our list of the 5 industries that put together the best examples of how to write a successful TikTok marketing case study.

1. Toy Industry – Moose Toys

For this campaign, the Australian-owned toy manufacturer Moose Toys partnered with NeoReach to achieve a viral product launch on TikTok for their new line of collectibles, Oh! My Gif. To do so, Moose Toys needed to create a standout campaign that allowed users to recognize the brand and product. Additionally, Moose Toys had a goal of gauging interest in their brand from TikTok micro-creators in order to see who would be interested in involvement in future campaigns.

To meet these goals, NeoReach created a creative strategy that would thrive on TikTok, so they developed an original song and choreographed a unique dance specifically for the campaign. Then, the NeoReach team recruited 52 TikTok influencers who posted their content with the song and a hashtag that both linked back to the Oh! My Gif TikTok page and landing page that NeoReach created to gauge interest from other creators.

@addisonre loving these #ohmygif collectibles! #ad ♬ original sound – OhMyGif! Moose Toys

By recruiting top-performing TikTok influencers, such as Addison Rae , Brent Rivera , Lexi Rivera , Konnor Fisher , and Giulia Pompeino , the campaign gained mass success and even inspired organic content from other users on the app. Some of the most impressive metrics noted in the TikTok marketing case study were:

Looking to run a successful TikTok campaign? Check out this blog for advice on where to start and how to drive a massive ROI.

2. Food Industry – Quevos Chips

@purewow You had us at healthy chips, @quevos 😍 #sharktankproducts #quevoschips #ketosnacks #healthysnacking ♬ Reflections on 52nd – Psyched on Sound

The rising brand Quevos entered the snack game with a delicious egg white chip that is high in protein and fiber but very low in carbs. Knowing the immense impact of social media, and the power of influencers on platforms like Instagram and TikTok, Quevos decided to go beyond traditional media and advertise their product through digital strategies. After discovering this new all-natural brand, NeoReach worked with a trusted partner and fellow influencer marketing agency, Influence Hunter , on a stellar social media campaign to spread brand awareness, drive website traffic, and increase sales through influencer marketing.

To market their brand on social media, Quevos targeted micro and nano-influencers who promoted health and wellness. Specifically, their team wanted to direct attention to Keto influencers, fitness influencers, and health and wellness influencers based in the United States. Quevos’ goal was to earn high impressions and reach, to get as many people to hear about Quevos chips. To do so, they recruited influencers to take product displays, video reviews of the product, and host giveaways on their accounts.

The influencer marketing agencies working with Quevos were also able to track performance by creating the hashtag “#eatquevos” on TikTok and Instagram. Plus, they instructed influencers to send viewers directly to the Quevos website via Instagram Story Swipe-Ups. Overall, the social media campaign was pushed on multiple platforms, such as Instagram, YouTube, and TikTok. On all platforms, the majority of influencers that Quevos chips worked with were young wellness-loving women, health-conscious mothers, and family-friendly influencers that are always in search of healthy snacks for their children.

3. Sports Industry – DraftKings

DraftKings is one of the most prominent sports betting operators in the United States. With marketing efforts in every industry trending towards TikTok, DraftKings knew TikTok was an important platform to run their next campaign on. Overall, DraftKings aimed to take their TikTok account to the next level by boosting brand awareness, increasing their follower count, and reaching new audiences.

To launch the campaign, NeoReach activated 50 influencers across TikTok during the start of the NFL season, creating a total reach of over 66M on the platform. All influencers, despite having various audience demographics, had 80% of their audience within DraftKings’ target market. From using the hashtags #MakeItReign and #TouchdownDance, creating an original TikTok dance, and licensing an original song, NeoReach had phenomenal engagement from TikTok users. Some of the influencers activated for this campaign were:

@rosssmith DUET Grandma with your best touchdown dances! 🏈 @draftkings #MakeItReign #Draftkings #Partner ♬ Make It Reign by DraftKings – DraftKings

As a result of the campaign, NeoReach and DraftKings saw impressive metrics, such as:

Looking to run an epic influencer marketing campaign on TikTok? NeoReach has the best experience in creating viral campaigns that convert on social media. Sign up here !

4. Entertainment Industry – MTV

MTV worked with the influencer marketing agency Hireinfluence to launch their #MyMTVStyle campaign to promote their Capsule Collection and its presence at Walmart. To reach the Gen Z audience, Hireinfluence used TikTok as their primary platform, recruiting 9 top-performing influencers to share their outfits from the collection. Each influencer styled three looks using pieces from the collection and showed off their quirky, fun personalities and style to match the brand’s image. The influencers recruited for the campaign all specialized in fashion and style categories and reached a target demographic of a 14-25-year-old audience.

The campaign took off on TikTok and Instagram, as influencers also shared their videos on their Instagram Stories with Swipe-Up links to take their followers directly to the MTVxWalmart page. The campaign performed beyond expectations and achieved 16.1M impressions and 216,600 engagements.

5. Beauty Industry – NYX

For this campaign, NYX wanted to promote their Butter Gloss product line amongst the beauty community. Since TikTok is full of creative beauty content creators, NYX decided to partner with TikTok to reach a new, massive audience and raise awareness with new and engaging content.

NYX and TikTok developed the #ButterGlossPop Hashtag Challenge Plus, which prompted the TikTok community to apply Butter Gloss with their own personal flair. An original, high energy catchy song also contributed to the campaign’s massive success. Not only could the TikTok community easily jump in on the fun, but they could also simply click through to an integrated shopping experience. This made the product line easily accessible to an engaged and interested audience.

The NYX #ButterGlossPop Hashtag Challenge Plus was viewed more than 11B times and successfully inspired over 2M pieces of user-generated content. Plus, TikTok achieved a 42% lift in brand awareness for NYX and a 79% lift in ad recall.

Interested in working with a top beauty influencer? Check out this blog for some of the best beauty YouTubers to work with.

As you can see, writing a compelling TikTok marketing case study with notable metrics is one of the most important and powerful strategies for showcasing your campaign’s results and marketing methods. A successful TikTok marketing case study will not only promote your services and skills, but it will also showcase your agency’s abilities, ideas, and achievements – which is key for attracting new and potential clients. Take notes from the case studies above, and get started on one of your own!

This article was written by Selena Ponton

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Best TikTok Case Studies: Top Influencer Marketing Campaigns [UPDATED 2020]

05 aug best tiktok case studies: top influencer marketing campaigns [updated 2020].

TikTok is one of the fastest-growing apps in the world. In 2018 it was downloaded more than Instagram, YouTube, and Snapchat.

TikTok combines together the comedy of Vine (the discontinued 6-second video app) and musically, a famous lip-syncing app that was acquired, in 2017, by ByteDance , the Chinese company that owns TikTok.

TikTok was also added to the list of top ten most downloaded apps in the past decade, and was the number one downloaded app in the Apple app store within the first quarter of 2019 with 33 million downloads. It is important to also note TikTok’s popularity amongst teens, with 41% of users aged between 16 and 24. TikTok has successfully understood Gen Z better than any of its competitors. On average, TikTok users spend 52 minutes on the app each day. Most users are accessing the app daily in order to create and share videos, or to watch the funny and entertaining videos created by others. This is important for brands to know because the more time that users spend on the platform means more opportunity to reach them with the content created around brand awareness. Additionally, 90% of users utilize the app multiple times a day and users are extremely active on the app. 68% of users watch videos of others, while 55% upload their own videos. Lastly, there is an enormous amount of content being viewed each day, with more than 1 billion videos being viewed each day in the last year.

Running an influencer marketing agency that focuses a lot on TikTok, we wanted to present the best TikTok Case Studies and organic influencer marketing campaigns, to show the huge potential this social media has in terms of marketing purposes.

1. Song Promotion (for one of the biggest music labels)

One of the most important music labels hired The Influencer Marketing Factory to promote a new song rap/trap artist. As a TikTok marketing strategy, the agency selected 5 initiators on TikTok with a total reach of more than 20,000,000+ users .

Thanks to the virality of the hashtag challenge #moneydancechallenge and the power of the catchy song, the cumulative number of earned content produced for this activity has been of 1500+ videos, 2.3M+ views for the hashtag #moneydancechallenge and with a reach of the song of 20M+ views.

You can learn more about this TikTok Challenge Activation .

2. Playfoam Pluffle – Educational Insights

Educational Insights wanted to run an influencer marketing campaign on TikTok focused on promoting its product Playfoam Pluffle.

The Influencer Marketing Factory identified 10 TikTok influencers with a cumulative reach of 14,800,000 of combined followers .

More than 2,5000,000 of users engaged with the videos during the first 4 weeks. Thanks to these 10 initiators influencers the campaign collected 2,500,000 video views , 470,900 likes , 1,500 comments and 2,000 shares .

You can learn more about this TikTok Influencer Marketing Campaign .

3. Chipotle – Free Guacamole Activation

Chipotle launched its second challenge of this year, asking their customers to dance for free guacamole using the hashtag #GuacDance.

The famous American fast-food chain partnered with YouTubers Brent Rivera and Loren Gray to promote the dance-off on TikTok, collecting 532,388,592 views and 24,714 posts that used The Guacamole Song by Dr. Jean.

This is their official challenge caption on TikTok: This is what happens when guac is not extra. Show us your guac dance and get free guac from Chipotle when you order online or in-app on 7/31/19. Offer valid July 31, 2019 only. One free guacamole per entrée when ordered via Chipotle app or online. Void where prohibited. Details: chip.tl/avoday

4. SONY Music – Atrevete TikTok Campaign

SONY Music Hired The Influencer Marketing Factory to run an influencer marketing campaign focused on promoting Nicky Jam x Sch song called Atrévete, across three different markets: Spain, Argentina, and Italy.

Influencers were contracted to create 1 TikTok video each and our agency selected 12 TikTok influencers with a cumulative reach of 19,900,000 combined followers .

These 12 influencers reached a total of 8,000,000 of engaged users , 1,200,000 of likes , an average engagement rate of 6% and 10,300 user-generated videos .

You can learn more about this TikTok Influencer Marketing Song Campaign .

5. SONY Music – AJR Brothers’ 100 Bad Days

SONY hired The Influencer Marketing Factory to increase the reach of a popular song from the US band AJR Brothers. In order to do so, our agency partnered up with the TikTok duo Max and Harvey to create a challenge to meet them and the band during their London show.

After a first introduction video where the explained the challenge, Max and Harvey realized and published a funny video using the song 100 Bad Days, collecting 230k views and 40k likes:

6. Warner Music Group – Justin Quiles TikTok Campaign

Warner Music Group Hired The Influencer Marketing Factory To Run An Influencer Marketing Campaign Focused On Promoting Justin Quiles, DJ No Pare REMIX, Across Argentina, And Mexico.

Influencers were contracted to create 1 TikTok video each. Our agency selected 6 TikTok influencers with a cumulative reach of this activity that has been of 8,300,000 combined followers . These 6 influencers reached a total of 1,500,000+ of likes , an average engagement rate of 17% and 13.4K user-generated videos.

@alex_destreza Sumate al #DjNoPareRemix ☝️😯quiero verlos bailar a ustedes 😍 abailarconmaga #dance #duo #easy #justinquiles #jquiles #baile #challenge #coreo ♬ DJ No Pare (feat. Zion, Dalex, Lenny Tavárez) – Remix – Justin Quiles, Natti Natasha, Farruko

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