TikTok, the fastest-growing social media platform with 800 million active users, has seen impressive brand engagement. Balenciaga leveraged TikTok’s TopView for a 23M+ impression Christmas campaign. ASOS’s #AySauceChallenge amassed 2.1B views with top influencers. OREO’s #WhatsYourStuf campaign generated 4.2B views. Gymshark’s challenge with TikTok natives achieved high engagement, while American Eagle’s collaboration with Addison Rae reached 3.6B views. Louis Vuitton’s early TikTok presence yielded rapid growth, highlighting the platform’s potential for brand interaction and exposure.
Published On: November 27, 2020
Top Performing Brands on TikTok
With 800 million active users and counting, TikTok has emerged as the world’s fastest-growing social media platform but compared to its counterparts, TikTok is still in its infancy. Undoubtedly, those brands which are on TikTok are already ahead of the game. Wearisma’s research and insights team have pulled together 6 brands who are performing well on TikTok.
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The luxury fashion house utilised TikTok’s TopView function (a video format accompanied by direct links to the retailer’s website) for their 2019 christmas campaign. The creativity of Balenciaga’s videos coupled with the TopView function saw the luxury house achieve 23M+ total impressions and 18% click-through rate and 25M+ views. Millennials and Generation Z consumers alone generated 100% of the global luxury growth in 2019, TikTok’s functionality enables brands to create innovative content that helps them connect with this evolving consumer base.
By specifically targeting UK and US audiences with their #AySauceChallenge, ASOS generated 2.1B views and maximised their brand awareness among Gen-Z audiences in these regions. Wearisma data identifies Michael Le, Jack Maynard and Coco Tallulah as the campaigns top influencers between September – October 2020. Each influencer generated above-average Engagement Rates relative to their follower group (12%, 23% and 137% respectively) for their #AySauceChallenge content. Using intelligent software with accurate audience data will help you partner with the right influencers and penetrate your target audience.
With an aim to reach younger audiences, TikTok launched the #WhatsYourStuf TikTok campaign in January 2020 to celebrate their new Mega Stuf cookie. The campaign generated 4.2B views and the creativity of TikTok’s mostly Gen-Z audience helped Oreo with their chief goal of “communicating the brand’s playful purpose through on-target activations”.
Gymshark’s “66 days: change your life” challenge invited their audience to post a personal goal and the results 66 days later. The fitness unicorn partnered with TikTok specific influencers such as Miranda and Melanie Wilking (@wilkingsisters) who have a larger following on the video app (2.9M followers) than on rival platform Instagram (60K followers). Utilising intelligent discovery solutions to partner with TikTok natives can maximize the success of your influencer partnerships. For example, according to Wearisma’s benchmarks, the Wilking sisters generated an above-average engagement rate (20%) for their #gymshark66 content.
An early adopter to TikTok, denim brand American Eagle partnered with TikTok powerhouse Addison Rae (@addisonre) to launch the #InMyAEJeans campaign in Q3 2020 which generated a whopping 3.6B views to date. American Eagle saw their shares increase by 17.4% in September 2020, which has been attributed to the brand’s effort in “pushing the digital retail envelope.”
After joining TikTok in September 2020, Louis Vuitton became the latest luxury brand to see potential in the growing platform, with their first post racking up 31K views in the first couple of hours of posting. The move follows comments from LVMH chief executive Bernard Arnault who in November 2019 stated that targeting Gen-Z audiences was important “for the future.” Luxury content on TikTok saw a +717% YoY growth in the US and 913% YoY growth in the UK. UK audiences specifically saw a sharp increase in luxury related video consumption from mid-2020 onwards. (Source: Wearisma Data.)
With its global reach, growing user numbers and high engagement rates, TikTok provides a world of possibility in interacting with a target audience and reaching new exposure numbers.
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