Unexpected brands capitalizing on TikTok marketing

Jina Marwood Jina Marwood
August 27, 2020

cottonbro

TikTok is home to relatable, and entertaining content that keeps their users constantly coming back for more (precisely an average of 52 minutes per day). And hundreds of brands, both big and small, have already taken a dive into the world of video creation, so there’s never been a better time to get started, too. 

Here are some unexpected brands that are leveraging different audiences on TikTok in fun and creative ways. 

NBA

It was a heartbreaking moment for basketball fans all over the world when they realized that they wouldn’t be able to attend games in the arenas this year. But the NBA didn’t let that stop them from having some fun — turning to TikTok to make light of the situation. With hilarious game recaps, challenges, and even this clip of Lil Wayne virtually attending the game, fans still got involved from the comfort of their home. 

@nba

Weezy pulled up for the Lake Show! ✌️#nba #lilwayne #hiphop

♬ original sound – nba

Chipotle

The Chipotle team decided to create a comedic presence on TikTok after seeing their brand repeatedly being mentioned by users of the app. The brand capitalized on the popular Dr. Jean avocado toast video to get customers dancing and generating content from users worldwide. And, their most recent video “society if boomers could say ‘chipotle’ correctly” garnered over 10 million views. 

@chipotle

Pt.2 y’all are comedy @jebdal @odorussell @alyssa.pustilnik @biblepainter @lilli.spada @alexa_gargano #chipotle #fyp

♬ original sound – chipotle

Mercedes Benz

Most wouldn’t think Mercedes Benz would be one of the first car brands to jump on the TikTok train, but they’re here to prove us wrong. The luxury car brand leveraged hashtag campaign ads that TikTok offers on the app, by encouraging users to tag their videos #MBStarChallenge and show them “how they let their star shine” — whether that be through a performance, a drawing, a skit, or however they can envision it. The hashtag has been viewed over 860 million times. 

@mercedesbenz

Join us for the #MBStarChallenge and show us how you let our star shine! #MercedesBenz @Jamesllewis

♬ Shape like a shining star – Mercedes

Fenty Beauty

Pop singer and entrepreneur Rihanna specifically created a house to encourage “creative excellence” for their influencer partnerships, and allow TikTok users to create beauty-focused content for her makeup brand. Fenty also does a great job of reposting user-generated content for makeup tutorials and product recommendations. 

@fentybeauty

All the MATTEMOISELLE lipstick moods tho 💄 💋 which one are you? #FENTYBEAUTYHOUSE @thedawndishsoap @makayladid @challxn @savpalacio

♬ Savage – Megan Thee Stallion

If your target audience includes anyone between the age of 13 and 40, it might be time to start including TikTok into your brand’s content and marketing strategy. Not only does the app give you a ton of creative freedom, but they also have features to include links and e-commerce URLs in your profile and videos; giving you the opportunity to drive meaningful traffic and conversions on your website and other social platforms.

If you have more questions about launching an influencer campaign on TikTok, visit our contact page and let us know what you’re looking for! 

You May Also Like