TikTok Marketing Examples: How Brands Are Winning on the Platform

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TikTok has become one of the most powerful platforms for digital marketing, with over 1 billion monthly active users. Brands are leveraging its short-form video format, viral trends, and engaged audience to boost brand awareness, drive sales, and connect with younger demographics.

1. Chipotle – Leveraging Viral Challenges

Chipotle is a master of TikTok marketing, using challenges, humor, and user-generated content (UGC) to engage its audience.

• #ChipotleLidFlip Challenge: In 2020, Chipotle encouraged users to flip their burrito bowl lids and catch them. The challenge went viral, generating over 230 million views and increasing app downloads.
• #GuacDance Challenge: Partnering with influencer Megan Trainor, Chipotle turned National Avocado Day into a viral dance trend, boosting guacamole sales.

Key Takeaway:
✅ Engage users with fun, easy-to-replicate challenges that align with your brand.

2. Gymshark – Partnering with Fitness Influencers

Gymshark, a fitness apparel brand, built a massive TikTok presence by collaborating with fitness influencers and athletes.

• They worked with creators like Noel Deyzel and Lexi Hensler to showcase workouts and Gymshark apparel.
• Their #Gymshark66 challenge encouraged users to commit to 66 days of fitness, fostering a strong community.

Key Takeaway:
✅ Collaborate with niche influencers to authentically promote your products.

3. Duolingo – Embracing Memes & Relatable Content

Duolingo’s TikTok strategy revolves around humor, memes, and a quirky brand personality.

• Their mascot, Duo the Owl, became a TikTok sensation with funny, sometimes chaotic videos.
• They tap into trends like “POV” skits and sound memes to stay relevant.

Key Takeaway:
✅ Don’t take yourself too seriously—embrace trends and humor to humanize your brand.

4. e.l.f. Cosmetics – The Power of Viral Songs

e.l.f. Cosmetics created one of the most successful branded TikTok campaigns with #EyesLipsFace.

• They partnered with musicians to create a custom song that users could lipsync to while showcasing e.l.f. products.
• The campaign generated over 6 billion views and boosted sales significantly.

Key Takeaway:
✅ Original sounds and music can skyrocket engagement—consider creating a branded song or jingle.

5. The Washington Post – B2B Branding on TikTok

Even traditional media brands like The Washington Post found success on TikTok by adopting a fun, behind-the-scenes approach.

• Their reporter, Dave Jorgenson, creates humorous skits about journalism, making news relatable to Gen Z.
• Their content blends education with entertainment, proving that even serious brands can thrive on TikTok.

Key Takeaway:
✅ Show the human side of your brand—even B2B companies can engage audiences with creativity.

6. Ocean Spray – Riding the Viral Wave

When a TikTok user (@420doggface) went viral for skateboarding while drinking Ocean Spray cranberry juice, the brand capitalized on the trend.

• They sent him a brand-new truck as a thank-you, generating massive positive PR.
• The #DreamsChallenge trend led to a sales increase of 30%.

Key Takeaway:
✅ Monitor viral trends and engage with creators—sometimes the best marketing is unplanned but opportunistic.

7. Nike – Inspiring with Storytelling

Nike uses TikTok to tell powerful athlete stories and inspire action.

• Their #PlayInside campaign during lockdown encouraged home workouts.
• They collaborate with sports stars like LeBron James and Serena Williams for motivational content.

Key Takeaway:
✅ Use storytelling to connect emotionally with your audience.

How to Succeed with TikTok Marketing

• Jump on trends – Stay updated with viral challenges and sounds.
• Work with influencers – Partner with creators who align with your brand.
• Be authentic & fun – TikTok users love relatable, unfiltered content.
• Encourage UGC – Challenges and hashtags can drive massive engagement.

TikTok is a goldmine for brands willing to experiment, engage, and entertain.