TikTok, the Chinese video-sharing app which made headlines this year repeatedly regarding the safety issue is now being considered by big brands as a brand engagement platform. The Chinese app enjoys a strong fanbase in small towns and cities of the country and has over 120 million monthly active users on its platform.
Sachin Sharma, Director of Sales and Partnerships at ByteDance India said that the brands are slowly realizing the true potential of the Indian market as Tiktok might be the first of its kind content creation platform for the user base across tier 1, tier 2 and tier 3 cities which gives partner brands a unique opportunity to connect with the audience all across 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 is 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.
Here are some of the trending campaigns that surfaced on TikTok
1. Clean & Clear (15.6 billion views)
The #UnbottleApnaSwag campaign by Clean & Clear for its limited-edition face wash pack launch is to date one of the most successful campaigns on the platform. Targeting five different personalities of young girls, the campaign asked users to select the personality they related the most with and the best videos were featured by top TikTok stars on their pages. A quirky brand anthem with high-quality UGC videos was produced by audiences, making the campaign go viral beyond the Hashtag challenge.
2. #BigBillionStar (8 billion views)
E-commerce giant Flipkart’s #BigBillionStar campaign recorded over 8 billion views. Flipkart ran this campaign to create a buzz around its Big billion days festive sale.
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 the creative use of the format. The five best duets won the Realme 3 pro phones from Flipkart.
3. #OLXDekhaHai (7.5 billion views)
OLX created its official account on TikTok and then launched a hashtag challenge called the #OLXDekhaHai campaign which was aimed at reaching to the masses and create awareness about the brand and its new logo.
Users were invited to participate in this activity to create their version of OLX video using the brand music.=
4. Moov (5.6 billion views)
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.
5. Centre Fruit (4.3 billion views)
Perfetti Van Melle’s Center Fruit used TikTok as a launchpad for its chewing gum Chatpata Sparkiez. They 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.
