10 Brands and Organizations Rocking TikTok Marketing

Did you know that TikTok is set to reach 1.2 billion average monthly active users in 2021? Download our guide, created with Student Beans, for an inside look at what it takes to create content that engages, entertains and converts Generation TikTok. Even if you’re not active on TikTok, odds are you’ve seen the OceanSpray/Nathan Apodaca “Dreams” saga—or spotted a story about brands’ stunts on the platform. Brands can be found all over TikTok as marketers increasingly aim to reach its users. We should know—Adweek’s TikTok channel is among the fast-growing accounts making their mark with content designed for the Gen Z audience. Fortunately for advertisers, Gen Z doesn’t mind being advertised to—as long as campaigns demonstrate inherent entertainment and brand values they can get behind. “This is fun. Don’t feel that what you put out on TikTok needs to be perfect,” said TikTok global marketing head Nick Tran. “Go out, try a bunch of things; as long as it speaks to your values as a brand, it’ll probably do well because our community is very accepting.” The following brands have found success on TikTok by finding creative ways to connect with them through content. Steak-umm On Steak-umm’s TikTok account, Nathan Allebach has made waves (and headlines) for establishing the brand’s humorous and unexpectedly philosophical voice in long, profound and timely threads. Allebach takes that same energy and extends it to TikTok, where he stars with a Steak-umm box over his head, ready to drop wisdom for fans. https://www.tiktok.com/@steakumm/video/6780033098160540933?is_copy_url=0&is_from_webapp=v2&sender_device=pc&sender_web_id=6893511651779724806 McDonald’s The Golden Arches is new to TikTok, but the platform is already helping the brand step up its game, connecting to consumers with relatable humor and fun videos. The return of the McRib, the new chicken sandwich and other releases have been accompanied by charming and silly personifications of the sandwiches, and the brand has connected with creators on the platform to create fun content that leans into TikTok dances, challenges and trends. (We recently spoke to McDonald’s Guillaume Huin and Wieden + Kennedy New York’s John “JP” Petty about their strategy on Social Confidential.) https://www.tiktok.com/@mcdonalds/video/6904686187131178245?is_copy_url=0&is_from_webapp=v2&sender_device=pc&sender_web_id=6893511651779724806 The World Health Organization WHO has managed to keep young people informed during a pandemic with its TikTok account, which has 2.8 million followers, through quick yet authoritative coverage of the latest on the pandemic and vaccine updates, along with other global health issues. And how they impact people in communities all over the world. Fans can find human stories, informative guides, interesting scientific background and news updates. https://www.tiktok.com/@who/video/6906150528649039106?is_copy_url=0&is_from_webapp=v2&sender_device=pc&sender_web_id=6893511651779724806 The Washington Post Dave Jorgenson, also lovingly known as the Washington Post TikTok Guy, offers followers a behind-the-scenes look at how the publisher’s news is crafted as well as quick, informative news native to the platform itself—not to mention lots of relatable, platform-specific memes, dances and more. The account made WaPo one of the earlier big-name brands to achieve widespread appeal on TikTok, all through its ability to create content that truly speaks to users. https://www.tiktok.com/@washingtonpost/video/6935839371505552645?is_copy_url=0&is_from_webapp=v2&sender_device=pc&sender_web_id=6893511651779724806 Chipotle With 1.5 million viewers, Chipotle is a TikTok staple. It’s an “older” account, by TikTok standards, expanding rapidly with the #GuacDance for National Avocado Day in 2019. But it’s not just about empty holidays—in 2020, the brand teamed up with activist, television personality and Chipotle superfan Karamo on a Pride Month “Lunch & Listen” session on the channel. The brand also features TikToks showing burrito hacks, funny tutorials and behind-the-scenes looks at the chain’s process. This simple product announcement is also a screaming delight: https://www.tiktok.com/@chipotle/video/6920289040633793797?is_copy_url=0&is_from_webapp=v2&sender_device=pc&sender_web_id=6893511651779724806 e.l.f. Cosmetics Beauty brand E.l.f. may be the gold standard for successful TikTok marketing campaigns. The brand has launched several successful campaigns, collaborations and challenges, most notably its “Eyes.Lips.Face.” campaign from agency Movers+Shakers, which saw the most success of any campaign on the platform following its 2019 launch. Now it has extended that strategy to create TikTok’s first-ever “reality show” called Eyes. Lips. Famous., and it created makeup inspired by and in partnership with Chipotle. https://www.tiktok.com/@elfyeah/video/6939933873476324613?is_copy_url=0&is_from_webapp=v2&sender_device=pc&sender_web_id=6893511651779724806 NBA With 12.4 million followers, the NBA entertains fans new and old on TikTok with highlights, clips, clever memes, messages from iconic players and roundups from the games. Over the course of 2020, the account became an important lifeline for the stalled sports world and kept viewers coming back for more. https://www.tiktok.com/@nba/video/6939542027172465926?is_copy_url=0&is_from_webapp=v2&sender_device=pc&sender_web_id=6893511651779724806 Turner Classic Movies (TCM) On a platform dominated by a younger crowd, TCM brings the best of its film library to engage viewers with recognizable tropes and entertaining moments from classic movies. The brand has a smaller following, but it certainly manages to engage the fans that it does have. The account even leaned into the Bernie Sanders inauguration meme, dropping him into a film clip alongside Cary Grant. https://www.tiktok.com/@tcm/video/6920613373344304389?is_copy_url=0&is_from_webapp=v2&sender_device=pc&sender_web_id=6893511651779724806 Amazon Prime Video With a staggering 4.1 million followers, Amazon’s streaming platform plays with TikTok’s text features to pull powerful and entertaining moments from its content library—not to mention commentary and moments from TikTok creators that take it to the next level. It’s not just a content-marketing platform— it translates the content into the basis of conversation, both humorous and serious. https://www.tiktok.com/@amazonprimevideo/video/6941247093914832134?is_copy_url=0&is_from_webapp=v2&sender_device=pc&sender_web_id=6893511651779724806 San Diego Zoo It’s not hard to make great video content when you’re surrounded by amazing and adorable wildlife, but the San Diego Zoo manages to lean into creative memes and TikTok dances with high-quality clips of the animals’ behavior. Plus, the organization’s focus and passion for conservation and animal care is readily apparent in the educational content that peppers the silly and musical moments. https://www.tiktok.com/@sandiegozoo/video/6920244207596653830?is_copy_url=0&is_from_webapp=v2&sender_device=pc&sender_web_id=6893511651779724806 Don’t forget to download Adweek’s TikTok guide for brands, developed with our partner Student Beans.