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TikTok is not just an entertainment platform; it’s a “golden land” for brands that advertise on TikTok to build their reputation and connect directly with consumers. With its powerful ability to go viral and creative content, many ad campaigns have quickly become trends, bringing results that exceeded expectations. In this article, Adsupport will take you through some of the top successful campaigns from brands that advertise on TikTok and explore the secrets behind their explosive growth.
TikTok is gradually becoming a key advertising channel for many businesses globally. More than just a platform for sharing short entertainment videos, TikTok is also an inspiring space where brands can easily create emotional connections with their target customers. Here are the reasons why more and more brands are choosing TikTok to run their ad campaigns.
Unlike traditional social media platforms, TikTok encourages unlimited creativity. Short, unique, and highly entertaining video content allows a brand’s ads to easily go viral, creating a powerful ripple effect. A successful campaign not only reaches the right audience but can also be voluntarily shared by users, multiplying the ad’s value.
The TikTok algorithm prioritizes showing content that users are interested in and interact with the most. This means that a brand’s ads will have the opportunity to reach the right potential customers, optimizing the budget’s effectiveness. Thanks to this distribution mechanism, TikTok has become a reliable platform for both small businesses and large corporations.
TikTok has over 1 billion monthly active users globally, most of whom are Gen Z and Millennials – a young, dynamic, and influential group in consumer trends. This is an advantage that helps brands easily expand their customer base, especially in the fashion, beauty, technology, and digital services industries.
TikTok offers many ad formats like In-Feed Ads, TopView, Branded Content, Branded Hashtag Challenge, Branded Effect…, which are suitable for different goals like increasing awareness, attracting engagement, or driving purchases. This flexibility allows brands to easily design campaigns that fit their budget and business objectives.
Compared to many other platforms, TikTok records a much higher engagement rate, especially among young users. The fact that users actively participate in hashtag challenges, use branded effects, or create “duet” videos with original content is clear proof of the deep connection that TikTok brings to ad campaigns.
TikTok has become a key playground for many big brands. The campaigns that truly “blew up” all have common traits: they understand the platform’s culture, encourage User-Generated Content (UGC), and leverage its viral speed. Here are some typical case studies, along with practical lessons you can apply.
Duolingo transformed its mascot, “Duo,” into an entertaining character who regularly appears in funny clips, plays on words, and interacts with creators. This strategy helped Duolingo achieve broad reach and superior engagement: the campaign generated tens of millions of views (over 90 million views in some pushes) and a strong increase in followers (a case study showed a +1,400% increase in followers), along with a CTR that was ~39% higher than the benchmark. The lesson: building a recognizable brand personality and allowing it to “freely” interact on TikTok is an effective way to increase UGC and engagement.
Chipotle is a prime example of a fast-food brand that understands TikTok: its content is fun, it creates creative challenges, and it constantly collaborates with creators. Chipotle’s TikTok channel has attracted millions of followers and tens of millions of interactions thanks to a continuous content strategy, testing many formats, and quickly jumping on trends. The lesson: consistently publish, experiment with many formats, and prioritize content that fits the entertainment habits of TikTok users.
A classic victory: the viral “Dreams” video (a user driving a car, singing along to music, and drinking cranberry juice) was not an initial paid campaign, but Ocean Spray knew how to amplify that organic moment with ads and PR, which led to increased sales, a stock price jump, and an explosion in brand awareness. The lesson: when an organic moment happens, a quick reaction (amplify + support the creator) can multiply the media value many times over.
Crocs leveraged TikTok Shop, collaborated with creators, and organized events (e.g., Croctober) to create a comprehensive experience campaign: from the moment of unboxing and trying on the products to direct sales on the platform. The result was high engagement and a sharp increase in sales during the events. The lesson: combining commerce with UGC and event-driven marketing helps turn engagement into tangible revenue on TikTok.
Spotify Wrapped is an excellent example of data-driven storytelling: each year, this campaign generates millions of mentions on social media and huge share counts on TikTok (a 2024 report recorded ~2.1 million mentions in 48 hours and hundreds of millions of related impressions). The lesson: personalizing content and making users want to show off their results is an incredibly powerful formula on TikTok.
TikTok is no longer a place to “run the same old ads”; successful brands on this platform all use a combination of creative strategy, data, and creator collaboration to achieve a breakthrough. Here are some practical strategies, with examples and implementation tips for you to reference and apply.
Instead of adapting traditional ads for TikTok, leading brands design content in a native TikTok style: a fast pace, a strong 3-second hook, and a short, shareable story. “TikTok-first” content means centering entertainment and authenticity, not forcing viewers to “endure” an ad. Many official guides recommend leveraging trends and native formats to achieve higher engagement.
Brands are shifting from “broadcasting” a message to “activating” the community to create content (UGC). They provide a short brief and an idea, while creators transform that idea into content that fits their own style – which increases credibility and virality. The TikTok Creator Marketplace and other creator connection tools help implement this quickly and provide data to select the right creators.
Branded Effects (Effect House) and AR formats are being leveraged to create an interactive “playground”: filters, stickers, and in-camera mini-games attract users to create their own videos. When a brand nails the technical and creative aspects, the effect can become a trend and generate thousands of UGC videos. TikTok has improved efficiency by launching the Effect Creator Marketplace to quickly connect brands with technical creators.
Instead of “launching and waiting,” strong brands use A/B testing, refresh creatives frequently (weekly/bi-weekly), measure metrics like CTR/Watch Time/Conversion, and make immediate changes. Shopify and 2025 guides both emphasize continuous creative optimization to avoid creative fatigue and reduce CPV/CPA.
High-performance campaigns often combine multiple formats: using TopView to make an initial impression, Spark Ads to amplify existing UGC and creator posts, and In-Feed to retarget. This combination creates a funnel: awareness → engagement → conversion. TikTok case studies have repeatedly shown that mixing formats helps increase reach and lower CPA.
Brands are leveraging TikTok’s first-party insights (via Creator Marketplace, pixel, event tracking) to refine their targeting and create more effective lookalike audiences—especially for conversion campaigns. This helps make the distribution cost more reasonable and increases ROAS.
Jumping on trends the right way (music, challenges, memes) helps content go viral, but successful brands are those that filter trends that fit their brand values and turn them into their own stories—not just mindlessly hopping on a trend. TikTok recommends that brands use trends as a “storytelling framework,” not the entire content.
Leading advertisers set up clear measurement: pixel, events, conversion lift studies, and even media mix modeling to understand TikTok’s contribution to the overall funnel. This data helps them make more accurate decisions about increasing or decreasing the budget for a channel.
A breakthrough strategy isn’t just one viral campaign; it’s a series of campaigns: awareness (TopView/Hashtag Challenge), activation (Branded Effects/Creator content), and conversion (In-Feed/Spark + offers). Smart brands build a 3–6 month content roadmap that includes both short-term “attack” campaigns and long-term community nurturing.
Clearly, TikTok has been and continues to be a fertile ground for brands to break through with creative, relatable, and highly viral campaigns. Grasping trends, leveraging the power of the creative community, and using diverse ad tools will help a brand establish its position and make a lasting impression on consumers.
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Frequently Asked Questions
TikTok has a young, highly engaged user base and an algorithm that prioritizes short, entertaining content, which makes it easy for brands to reach the right audience and create a powerful viral effect.
Absolutely. With creativity, leveraging trends, collaborating with creators, and running the right ad formats, a small brand can still create a standout campaign and achieve results similar to larger brands.
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