When TikTok first launched in 2018 people were hesitant to add yet another social media app to their phone and especially one that seemed like it was for ‘kids and Gen Z’s’ performing dance routines and trending challenges.
Fast forward four years, the dance routines and challenges are still there, but so are over 1.6 million active Irish users including millennials, Gen X and even boomers! As a user, you can discover almost any type of content, no matter how niche and with TikTok’s superior algorithm your FYP (for you page) keeps you coming back for more.
For brands, this channel can not be ignored. It’s quickly becoming one of the most popular and engaging platforms with users spendings more 76 minutes on the app daily.
So, who’s killing the TikTok game? Here’s some of our favourite creative TikTok campaigns and accounts.
ASOS tapped into the already existing trend of users showing their outfit changes and launched their #AySauce (Ay pronounced like the ‘ay’ in ‘play’) challenge. The kooky and creative campaign invited their audience to ‘channel their ASOS vibe’ by creating a video that featured their favourite three ASOS outfits. A bouncy Ay Sauce music track was curated, along with interactive AR gifs and stickers for users to add to the video in their own personal way.
If you’re into Fortnite you’ll know that emotes are a pretty important part of the game. For those who prefer real life games, an emote is a dance move or action your character can perform to save the world (think of the Floss that went viral a couple of years back). To launch their TikTok channel, Fortnite invited users to their #EmoteRoyaleContest which challenged them to create a dance/move that could then be turned into official emotes on Fornite characters. Check out one of the winners below.
Like most other social platforms, giveaways tend to go down well on TikTok, generating high reach and engagement. For the launch of their new #MagicBoots, Nike worked with TikTok creator, Ben (along with other Nike ambassadors) to create a series of videos with them showing off their footy skills. Users then had a chance to win a pair of their own #MagicBoots by dueting with the ambassador’s content and showing their own football tricks.
Nike is also leading the way in the TikTok augmented reality space, last year they worked with JD Sports to create a virtual try on sneaker for their new Vapormax line. A bespoke track was also released as part of the #JDVapormaxShuffle campaign so users could virtually try on the sneaker while shuffling to the music.
Earlier this year Six Nations Rugby announced TikTok as the official partner to the Guinness Six Nations and Autumn Nations Series, ensuring rugby fans are engaged throughout the calendar year. So far, the content has not disappointed! Scrolling through their feed you’ll stumble upon savage trys, goals and highlights from the tournament along with some vintage footage with a trends twist. They also created an official Six Nations Rugby playlist with songs that the players listen to while training.
You might think that a computer hardware company would find it tricky to find their purpose and voice on a social entertainment platform like TikTok, not HP. Hewlett-Packard (or HP as they’re known) are big on sustainability and use the platform to invite creators to reimagine and reuse plastic waste, transforming it into useful household hacks or even art. Users can share their video using #HPRadicalReuse and HP will reshare the most creative ones.
Scrolling through TikTok you’ll find that there are masses of talented people out there (and I thought doing the Cha Cha Slide was impressive). So to celebrate the platform as being an amazing place to discover new artists and music TikTok ran their ‘Find The Unsigned’ OOO campaign in the UK last August. The billboards featured a QR code that linked to a bespoke landing page featuring different artists each week and including a link to their TikTok profile – so we can all say we knew them before they were big!
I’m so excited to say i’m part of @tiktok find the unsigned campaign!!! These posters are all around the country go find n scan one in ur city! #fypシ♬ STD - Caity Baser
While you’re here, we’d love it if you’d give us a follow on TikTok. We haven’t started a viral dance challenge just yet but you’ll find us having some office crack and you can keep up with some of our latest projects too.
– Emma Magill
Verve is an agency celebrating 30 years at the top of the events, experiential and marketing industries. This podcast pulls from that wealth of experience, giving key insights from the past, tips for the future, and everything in between.
You can listen to all of The Verve Experience episodes here: https://audioboom.com/channels/5045240
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