Three Virtual Brand Activations that Inspired Co-Creation on TikTok

March 30, 2022

Did you know that TikTok was the most downloaded app of 2021? With over 80 million monthly active users it is the fastest growing social media platform today. Brands that are embracing the platform are finding success by engaging with TikTok’s diverse community of content creators.

There’s a suite of fun in-app tools like Duets, Green Screen, Branded Effects & Time Warp that make it easy to build virtual activations that encourage co-creation with TikTokers.

Exploring trending hashtags gives companies the opportunity to contribute to popular social issues and activities. According to TikTok’s “Year on TikTok 2021,” here are three examples of the most popular campaigns that inspired TikTok creators to interact with brands for the first time.

JIF: #JifRapChallenge

@jif Gold spoon or not, @Tyrese Pope🎤 you did that! 💯 #JifRapChallenge ♬ original sound - Jif

JIF collaborated with Grammy-winning rapper/actor Ludacris to challenge the community to rap with a mouthful of peanut butter according to the social media app. Using TikTok’s Duets feature, creators performed alongside Ludacris while increasing JIF’s brand awareness at the same time. The In-Feed advertising campaign and HashTag challenge resulted in not only a ton of creative and incredible music but also some unforgettable viral clips.

Check out some other innovative experiential food activations here.

Ralph Lauren: #RLxTeamUSA

@elenashinohara #ad Use the #RLxTeamUSA filter to show your support for Team USA 🇺🇸 @ralphlauren #PoloRalphLauren #TokyoOlympics #TokyoParalympics #ad ♬ Just To Find You feat. Roary – Instrumental - Marie Hines

Ralph Lauren has been the official outfitter of Team USA since 2008. To raise awareness and product placement, the company formed a partnership with the social media platform, developing a one-of-a-kind Branded Effect to unveil their signature looks at the 2020 Tokyo Olympics. And in a fun move, the hashtag #RLxTeamUSA prompted the community and Olympic athletes like gymnast Elena Shinohara to flaunt their best American-themed looks. The Ralph Lauren TikTok campaign was a resounding success, raking in over 52 million views.

Check out our recent collaborations with Salesforce and Team USA to support the Beijing Olympic athletes in Park City here.

Ford: #FordMaverick

@ravenelysetv #ad Could u see me with a truck? The New @ford Maverick is just what I need for all my projects! Check out the #FordMaverick AR effect now! #ad ♬ Contact High - Tom Bromley

Ford built a one-of-a-kind augmented reality Branded Effect to launch a new vehicle for its first TikTok campaign.

The Branded Effect was a small 3D model of the 2022 Ford Maverick hybrid pickup truck that challenged the community to imagine where they would put their Ford Maverick. Content creators using LiDAR capable phones (like the iPhone 12 Pro) placed the AR 3D Ford Maverick model in hilariously tight spaces playing on the truck’s compact size. The #FordMaverick reached over 10 billion views in less than a month.

Read about other examples of brands leveraging augmented reality experiences here.

Think of these innovative strategies as a whole new segment in virtual brand activation. It’s a way to increase awareness and engagement through an experience that is incredibly accessible. Although it will never replace the experience of seeing, touching and connecting with a brand in a physical space, it can be thought of as an additional way to creatively connect with your target demographic.

Would you like to learn more about Branded TikTok Campaigns?

Posted by Paul Mertz | Request as a Speaker

When I'm not optimizing for search engines and creating content, you can find me on the ice at a local hockey rink. I love travel, art, and all kinds of outdoor sports!