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How TikTok has created joy & authenticity in influential campaigns for leading brands
For You03 November 2021

How TikTok has created joy & authenticity in influential campaigns for leading brands

By TikTok for Business@tiktokforbusiness
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Enabling Expression and Creativity For an Icon of Authenticity: Ray-Ban

Through their iconic eyewear, Ray-Ban enable cultural Creators to express their creativity without denying their identity. TikTok was a perfect platform for Ray-Ban’s authentic creativity and self-expression and, having successfully used our TopView and Branded Hashtag Challenges, the brand was keen to experiment with new innovative formats. Creative Lab joined with Ray-Ban’s pioneering spirit to show off the new Gamified Branded Effect format, to become the first brand to use a Gamified Effect in Europe, leading to huge engagement and reaching 835,000 users in the process. TikTok users could interact with a game within the platform, moving the pinball flippers with their eyeballs, to create a moment of joy in the middle of any day.

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Triggering TikTok Joy and Leading a Cultural Moment for JD Sports

Football tournaments are noisy and it’s never easy for brands to be heard through the din. But a creative collaboration with authentic TikTok stars on and off platform is a good bet to get a roar from the crowd. For the European Football Championships held in 2021, JD Sports partnered with TikTok’s Music and Creative Lab teams, Universal Music and Grime MC of the moment Lady Leshurr to reboot the football anthem for a new generation of fans. The team created a banging cover of The Farm’s 1990s classic “All Together Now” with a full-length promo video and Hashtag Challenge for footie fans to “pass it on” and show love for the England team. It started on TikTok but immediately spread to streaming channels, the airwaves and ultimately the terraces with fans singing the team on to the final. At the end of play the collab netted JD Sports 5.4 billion views and 742,000 account subscriptions.

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Recreating the Most Joyous TV Ad of 2010 for Old Spice

A decade has gone by and The Man Your Man Could Smell Like is still one of the most iconic and hilarious TV adverts of all time. But how can Old Spice Guy, with his shining abs and slick demeanour, compete for the interest of the modern man, likely to be found goofing off on TikTok? The answer from Creative Lab was to recreate this totemic figure with TikTok Creators. From the humorous rap stylings of Munya Chawawa to the dorky laddishness of Niall Gray, Creators put their own distinctly British twist on this ad, bringing it bang up to date. Supported by In-Feed formats, these native recreations captured the joy of the original and brought it to a new generation. Look at your man – now back to me; that’s the fun you can find on TikTok.

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Helping Very Spread Pure Happiness with Very When the Nation Needed It Most

Very wanted to drive awareness and consideration of their home range to a huge audience, so they partnered with TikTok to look back at a year of lockdown living with the #OurHouse2021 campaign. Very invited the nation to open its doors and share their family madness, all set to Madness’s iconic “Our House” song (which promptly re-entered the charts). As a result, 1.7 million people played out the scenes on TikTok, acting out the lyrics and even recreating the iconic walk from the original music video. With 2.2 billion video views, the month-long campaign brought houses everywhere together, all leading up to a live screening on ITV featuring Suggs and TikTok user content. And just for good measure, Sophie Ellis-Bextor threw a live Kitchen Disco on TikTok for the campaign finale.

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Giving an Embattled Olympics a Shot of Authentic Joy for Procter & Gamble

The latest round of the Olympics has been held in the most difficult of circumstances – surrounded by the spectre of Covid, stadiums emptied of fans and athletes competing without family support. In the midst of this, P&G wanted to remind athletes to “Lead With Love”, remembering where they came from, and who taught them how to win (and lose) with kindness, empathy and grace. TikTok’s uniquely participatory platform enabled athletes to tell their authentic stories as the start of a Hashtag Challenge, that cascaded into the voices of hundreds of thousands of others to talk about figures who inspired them. All TikToks were branded together with a P&G ribbon, triggered by a heart gesture, the ultimate symbol of love. In an Olympics of fear, anxiety and sadness, the stories of those who led with love created a wave of authentic stories of kindness and joy, rippling across TikTok.

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