TikTok has emerged as the fastest growing social media platform ever, amassing over 1 billion active users in 2021 and over 50 million daily users. Social media leaders at the world’s largest companies have taken notice of the emerging short-video social app and are deploying campaigns to increase brand awareness and engage with customers.
But standing out on TikTok is no easy task for big brands as they compete with trends and user generated content that’s easier for users to consume than long-form content. SocialMedia.org members are continually sharing best practices for sourcing their TikTok accounts to maintain interactive content and generate engagement with their organizations.
We’ll take a look at the brands who have launched innovative brand campaigns on TikTok and established successful presences throughout the social platform.
1. Northwestern Mutual boosted brand awareness with younger audiences
Northwestern Mutual, whose SocialMedia.org member is led by Board Chair and Senior Director of Social Marketing Whitney Magnuson, is using TikTok to engage with Millenials and Gen Z audiences through influencer marketing, trends, and challenges.
As younger generations are using the hashtag #FinTech to plan for their futures, Northwestern Mutual is providing videos on the social media app around financial planning and investment tips. They’ve used a mix of educational and entertaining videos targeted at younger audiences seeking more financial tips, including one video with almost 25,000 views with a financial advisor giving tips on paying off student loan debt.
“We want to make sure that we’re meeting our customers where they are, no matter how their own viewing habits evolve,” Whitney said.
2. Conagra Brands’ community-led TikTok strategy
SocialMedia.org member Conagra Brands, whose membership is led by Board Chair and Director of Brand Communications Amy Morgan, has seen rapid growth for their Slim Jim account by commenting on as many users’ videos as possible. Their brand was dubbed “CEO of commenting” due to their aggressive commenting tactics, and their engagement with TikTok users has seen tremendous success.
Their content uses entertaining videos often based around trends on TikTok, which feature their products, fans of their brand, and influencers who partner on creation. One notable video that received over 4 million views played on the pencil sketch trend that emerged on TikTok in 2022 with a caption responding to how their account is “built different.”
“I’m incredibly proud of the fact that we’ve organically grown from zero to 3.4 million followers since launching in Feb. 2022, a result of our disruptive, community-driven approach and collaboration with our great partners at 180 Global,” Amy said.
3. Comcast challenged users to compete against Olympians and Paralympians
Tiffany Wilson, Senior Director of Digital and Social Communications and Board Chair for SocialMedia.org member Comcast, helped lead a successful TikTok campaign challenging users to compete against Olympians and Paralympians.
Their hashtag #TeamofTomorrow created over 9.6 billion views and resulted in over 1.95 million videos from users. A series of videos also featured members of the wheelchair dance team The Rollettes race to put their chairs together faster than Paralympian David Brown ran 200 meters.
4. UPS spotlighted diverse small-business owners on TikTok
UPS, whose SocialMedia.org membership is led by Board Chair and Vice President of Digital Content and Social Media Romain Vezirian, partnered with Reggaeton global ambassador J Balvin last year to spotlight Latinx entrepreneurs.
Together, UPS and J Balvin created “Juntos Imparables,” an unofficial Latinx-owned small business anthem. Along with the campaign, they also created a 90-day hashtag challenge encouraging people to make videos about their favorite Latinx-owned business. The campaign was awarded bronze in the 14th Annual Shorty Awards in 2022 after generating over 9.5 billion views.
5. Dunkin’ Brands unboxed a creative partnership
Dunkin’ Brands partnered with e.l.f. Cosmetics and launched a limited-edition makeup line inspired by their coffee and donuts.
Their TikTok campaign also featured makeup artist Mikayla Nogueira hosting a live shopping event on her TikTok channel, where she used the makeup line for a new look while giving commentary. Dunkin’ Brands Vice President of Integrated Marketing Communications Peter Callaro shared in a Happi article, “We’ve long admired the genuine connection e.l.f. has forged with their community and believe it mirrors the connection we have with our Dunkin’ fans.”
Level up your TikTok strategies in 2023 with social media leaders at the largest brands in the world
SocialMedia.org members are continually benchmarking what it takes to launch, maintain, and grow your presence on TikTok. As you look ahead to 2023, you have the opportunity to share best practices with your peers on what’s worked, what hasn’t, and what you’re planning next on TikTok.
On Wednesday, November 16 at 12 PM ET, SocialMedia.org is hosting a confidential, brands-only conversation for social media leaders at large brands to discuss paid and organic tactics, how you can incorporate learnings into 2023 strategies, how you can align budget and headcount for TikTok-specific initiatives and campaigns, and more.
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