TikTok is a superior platform for promoting your Influencer campaigns. This is due to its advanced algorithm, refined tools for maximum content optimisation and its une variété de formats publicitaires.

Ads created specifically for TikTok with creators achieve up to 83% higher engagement rates

As a social media platform that encourages inherent creativity and raw authenticity, TikTok is the ideal channel for an influencer campaign. 

To get a feel for how to craft the most appealing and successful TikTok influencer campaign, we have collected a round-up of the Top 5 performing influencer campaigns on the app.

💫 The campaign results are impressive, so we highly recommend using this ranking to properly navigate building your own succesful influencer marketing strategy on TikTok.

1. UGG - Sons de saison 🍂

Photo : UGG

UGG had their biggest comeback this year, and it was all thanks to their strategic use of influencers on the TikTok platform.

Le bon moment #UGGSaison campaign highlighting the boots’ seasonal link and a need for snug footwear as the weather turns chillier focused on selling their mini UGGs. This took the booties to new levels of viral…   

👨🏻‍🍳 Their Recipe for Success:

• Worked with well-known American actress Keke Palmer as their ambassador to kickstart the mini UGGs campagne.

• Keke Palmer was an authentic influencer choice, being known for owning more than 50 pairs of UGGs.

• Ils ont travaillé avec elle pour créer un nouveau son TikTok viral sur lequel les créateurs peuvent produire leur propre contenu.

• La vidéo a servi de catalyseur pour inciter d'autres influenceurs à imiter, copier ou diffuser le son.

• Des influenceurs comme @mimiarr a utilisé le son de manière organique, c'est-à-dire #UGGSEASON a rapidement gagné en popularité. La campagne a profité du changement de saison.

• En outre, l'UGC prime les résultats obtenus grâce au son viral.

Influencer Campaign Results:

👀  11.6M views on original Keke Palmer TikTok featuring the organic audio.

📈  Sur Google Trends, search interest in UGG increased by 880% compared to August this year.

  #⃣   113.5M views on the TikTok hashtag #UGGSeason.

2. BMW – Influencer Focused Creative Direction  🎥

Photo : BMW

BMW worked with TikTok creator @Dannero pour leur #CircularAngles campaign, with the objective of bringing BMW’s activations at IAA Mobility to life on the app.

The luxury vehicle manufacturer also wanted to generate awareness for their brand vision around circular economy.

With the help of this huge influencer, BMW also hoped to increase their reach after creating a new TikTok account.

👨🏻‍🍳 Their Recipe for Success:

• BMW developed the first ever branded content series in collaboration with Dannero. He acted as the main character and also directed the series for the brand. The narrative was delivered over the course of three ‘episodes.’

• Partnered with an authentic influencer, experienced in working with video effects, editing and producing creative content.

• Using the hashtag #ReimagineToday, BMW utilised a suite of three One Day Max In-Feed Ads to achieve their mission with the creator.

• A combination of innovative storytelling et special creator involvement meant BMW‘s approach to influencer marketing on TikTok took a unique approach.

• The campaign became a creative first and generated an impressive reach. 

Influencer Campaign Results:

👁  42M+ impressions.

💓  390K+ likes.

👥  36K+ new followers.

3. Taco Bell UK – Micro-influencers = Massive Results 🌟

Taco Bell UK wanted to create a campaign that raised awareness for their UK restaurants, as well as showcase their hero product the Taco croquant.

Their aim was to reach the TikTok community and call attention to their presence in the market.

They wanted to connect with users in an authentic way, and using influencers to highlight both the food and attitude of Taco Bell was a strategy clearly destined for success: 

👨🏻‍🍳 Their Recipe for Success:

• Worked with two micro-influencers (Jae Edwards et Micah Cobe) pour cibler des publics multiples et dévoués d'une manière rentable et authentique. 

• Ces deux influenceurs ont été des choix judicieux, car ils ont su séduire les différentes sous-cultures présentes sur le site. TikTok.

• Portée et fréquence La campagne publicitaire In-Feed a été utilisée avec le contenu promotionnel du créateur pour toucher un large public.

• Le contenu était optimiste, amusant et utilisait l'édition in-app pour garantir un contenu natif. TikTok sentir.

Influencer Campaign Results:

👀  13,3 millions de vues sur 3 publicités avec le créateur @jaeedwardds.

📊  24.7% VTR.

👁  4.5M impressions.

📈  40% Increase Avg. watch time.

4. Garnier France – Creator Challenges  💪🏻 

Garnier France encouraged many creators to take part in their campaign to promote a new line of vegan haircare products targeted at Millenials and Gen Z.

Posing a challenge for influencers and users alike to participate in was a key component in spreading the word about this new line…

👨🏻‍🍳 Their Recipe for Success:

• Garnier used influencers for product promotion in the formats of a One Day Max In-Feed Ad and a TopView Lite.

• A branded hashtag challenge (#fructishairfoodchallengeLes utilisateurs peuvent ainsi créer des vidéos de transition avant/après qui mettent en évidence les avantages de la gamme de produits.

• Les meilleures vidéos générées par les utilisateurs ont été compilées pour créer un mash-up et ont été promues à l'aide de publicités Brand Premium In-Feed.

• Featuring creators in their TikTok ads recorded above benchmark CTRs.

• La notoriété de la marque et la qualité de l'engagement ont été générées en l'espace d'un mois.

• Bonus outcome: the challenge resulted in additional product sales since users often ended up buying the products themselves for the videos.

Influencer Campaign Results:

👀  250 millions de vues.

🎥   109,000+ videos created by over 48,000 TikTok users.

💫  18% increase in awareness.

🌟  27.5% increase in ad recall.

5. ASOS – The Multiple Creator + Challenge Formula  🧪

Online fashion retailer ASOS opted for next-level influencer marketing to showcase their trendy items for Gen Z and Millenial audiences.

Création de la #AySauceChallenge accompanied with a matching sound saw the brand motivating influencers and users to “channel their ASOS vibe.” These posts expressed their style featuring three different outfits.

👨🏻‍🍳 Their Recipe for Success:

• The influencer campaign involved more than 25 content creators in the UK and US, with a combined following of over 219 Million.

• L'île de l'amour's Luke Trotman, the Neffati Brothers, Loren Grey, Michael Le et Jordan Fisher are just a few huge influencers who participated in the challenge.

• Bespoke audio and an interactive augmented reality (AR) experience avec TikTok’s Branded Effects was included in the trend to drive awareness and increase visibility.

Influencer Campaign Results:

👀  1,2 milliard de vues en 6 jours.

💫  +25% brand awareness increase.

🎥  488K videos produced by 167K unique users.

🌟  15.79% engagement rate.

Mariah Carey – Aligning your brand with Annual Events 🎄

Mariah Carey proves the beneficial nature of making the most of having strong and relevant ties to annual, worldwide events.

Similar to how UGG emphasised its relativity to the transition of the seasons, Mariah took things one step further with her links to online meme culture – being able to capitalise off of two seasons and annual events simultaneously… 

This campaign, released on 01/11/22 around Halloween referenced both spooky season and the impending Christmas Holidays. It cleverly played on users’ anticipation for Christmas and the widespread popularity of Carey’s hit single ‘All I Want For Christmas Is You.’ 

Cette TikTok alimente l'idée de la théorie cyclique, soulignant les avantages d'attacher votre marque à un événement qui se répète chaque année.

The Results:

👀  33.7M views.

💓   7.1M likes.

💬   121.8K comments.

Collaborate and get Creative  📹

After reviewing these 5 highly successful campaigns from household name brands, we hope you have gained further insight into how to effectively work with influencers on this lucrative platform.

Cliquez sur l'astuce : Above all, it’s important to bear in mind that promotional content created on TikTok shouldn’t feel like an ad. Create TikTok videos that blend in smoothly as a user swipes their For You page so that it doesn’t feel forced and break the illusion. If natural content creation isn’t adhered to, it is likely to put consumers off.

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