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TikTok: Recipe For Success

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But when it comes to these stats, you can see why even more marketers are getting excited:

TikTok Facts

  • 68% TikTok users say videos using popular songs help them remember brands better. (TikTok, 2022a)
  • 2 out of 3 users are likely to buy something while on the platform (Hootsuite, 2022).

  • It’s (by far) the most engaging platform, with an average user session of 10.85 minutes – that’s 3x longer than the average session time on Instagram! (Hubspot, 2022).
  •  
  • Most people use TikTok to find funny and entertaining content (Hootsuite, 2022).

  • TikTok is the top app for consumer spend - in 2021, people spent a whopping $2.3 billion dollars in the app! (Business of Apps, 2022).

  • Collaborating with creators boosts view-through rates by 193% (TikTok 2022b).

  • 35% of users discover products and brands from creators, and 65% enjoy when creators post about products and brands (TikTok 2022b).

  • 73% reported that they feel a deeper connection to companies they interact with on the platform (TikTok, 2022c).

It’s no surprise that more than 52% of marketers who use TikTok plan to increase their investment in 2022.

How brands are booming on TikTok

Dunkin’ Donuts

If you thought that trending topics on TikTok don’t leak into mainstream culture, think again. Recognising the power of influence on TikTok helped Dunkin’ Donuts boost cold brew sales by 45%.

The idea was simple – naming a medium cold brew, whole milk, and caramel syrup combination, ‘The Charli’ – a famously regular order from TikTok’s most followed creator, Charli D’Amelio.

Working in partnership with the TikTok star resulted in the chain selling “hundreds of thousands of drinks within the first five days” (VP of Brand Stewardship at Dunkin’ Donuts).

“This is a prime example of how TikTok communities can be powerful for brands – word can travel fast with the right product in the right place. In this case, Dunkin’ Donuts found a sweet spot in an iced coffee-lover frenzy for their already existing cold brew combo – simple yet effective.” Emily Sandom, Creative Content Manager at Shoot the Moon

Chipotle

When it comes to growing brand presence while engaging audiences in a fun and authentic way, Chipotle really takes the hot seat with their vlog-style behind-the-scenes, fan-made content, and added-value recipes and hacks.

“Leaning into brand advocacy by engaging directly with your TikTok audience can be a powerful strategy to boost brand awareness and improve brand sentiment.” Sam Hall, Paid Social Manager at Delineo

Ryanair

When providing audiences with comedic relief, Ryanair takes no prisoners – making light of negative comments and situations most brands would not want in the spotlight.

This strategy, combined with trending sounds and the ‘eyes and nose’ face filter, has worked wonders for humanising the brand - so much so that they are now considered ‘part of the gang’ in the eyes of Gen Z.

“Ryanair is a prime example of how embracing a more personal tone on TikTok can help brands more relatable, likeable, and trustworthy to target audiences. Though your brand might not need to go to as extreme lengths as Ryanair, if pushing the boundaries, a little and breaking a few rules means your audience will feel more connected to your brand, it’s something to consider.”
Laurie Foxon, Head of Content at Shoot the Moon.

How stm_grp can help launch your TikTok campaign

We’ve experienced TikTok marketing first-hand, and we have learnt a lot along the way. If you want to know how you can launch an impactful campaign on TikTok, we’re revealing the secret recipes for success in our recent projects for easyJet and Penguin:

easyJet: Using humour and authenticity to promote onboard retail range

As part of a social campaign to promote easyJet's retail range, we created a variety of TikTok videos to help reach a wider audience and inject a little excitement into holiday season.

 

 

 

What was the recipe for success?

With a pinch of humour and a dash of creativity, we helped create scroll-stopping content by:

  • Getting native - To create concepts that truly resonate, branded content should look and feel congruent to the videos on your audiences’ FYP. This means avoiding big fancy designs and pushy CTAs. To keep easyJet’s audience interested and entertained, we opted for ‘high concept, low production’ and found creative ways to subtly plug in the brand and products.
  •  
  • Being relatable - This is key for creating concepts that truly resonate with your audience, and therefore most effective for maximising performance. This is exactly what we did for easyJet, tapping into #airlinetiktok with relatable scenarios and recontextualising trending sounds to ‘cheekily’ promote their onboard range.
  •  
  • Talking the Tok - Speaking in first person and adopting the language of your audience will help foster meaningful conversations and improve brand sentiment. In this campaign, we injected humour into the captions and text overlays, using phrases like ‘hot girl summer’ and utilising ‘POV’ concepts to help us talk about the products in a relatable way.

Penguin Books: Advertising campaign

In Penguin’s advertising campaign to re-release Start with Why by Simon Sinek (a business book about how great leaders inspire action), we jumped into TikTok’s library of book lovers, business bosses, and savvy self-help movements – inspiring them to start a new chapter and buy the book.

What was the recipe for success?

By combining a handful of influencers with a generous spoonful of authenticity and a pinch of paid advertising (to taste), we helped drive results by:

  • Tapping into niche communities/subcultures – When collaborating, you don’t have to partner up with the biggest stars on the platform to drive success. In fact, micro-influencers tend to have higher engagement rates than the more popular creators. Given the partnership is a good match and within a relevant niche (in our case, the self-help movement was a more effective target area than general #BookTok), the algorithm will work in harmony to deliver your content to the right place at the right time. Making the content hyper-relevant for audiences and hyper-effective for marketers.
  •  
  • Being authentic - Creative freedom is paramount for a successful influencer campaign on TikTok. It ensures the promotional content is native to the creator’s current style, matches their values, and feels authentic to the audience. For this campaign, it helped make the book reviews and recommendations more trustworthy – and that trust drove action.
  •  
  • Being flexible - Though you might have a great concept for a collaboration, the creators know best when it comes to understanding what their audiences want to see from them. Being clear but flexible with your briefs is therefore key to ensuring both parties are happy and that the final output is truly effective.

Want to know what ingredients you need to make TikTok an effective marketing tool for your brand? Head to our TikTok services page to find out how we can help you do exactly that.

 

 

References

TikTok (2022a). The Round Up: How to use the power of sound on TikTok (https://www.tiktok.com/business/en-US/blog/roundup-how-to-use-power-of-sound-tiktok)
TikTok (2022b). What’s Next: Your new creative dream team (https://www.tiktok.com/business/en/blog/whats-next-2022-creator-community)
TikTok (2022c). What’s Next: The unstoppable power of #TikTokMadeMeBuyIt https://www.tiktok.com/business/en/blog/whats-next-2022-community-commerce
Business of Apps (2022). TikTok consumer spending up 77% in 2021 (https://www.businessofapps.com/news/tiktok-consumer-spending-up-77-in-2021/)
Hootsuite (2022). 23 Important TikTok Stats Marketers Need to Know in 2022. (https://blog.hootsuite.com/tiktok-stats/)
Hubspot (2022). TikTok Brands That are Winning at Marketing in 2022. https://blog.hubspot.com/marketing/brands-on-tiktok

But when it comes to these stats, you can see why even more marketers are getting excited:

TikTok Facts

  • 68% TikTok users say videos using popular songs help them remember brands better. (TikTok, 2022a)
  • 2 out of 3 users are likely to buy something while on the platform (Hootsuite, 2022).

  • It’s (by far) the most engaging platform, with an average user session of 10.85 minutes – that’s 3x longer than the average session time on Instagram! (Hubspot, 2022).
  •  
  • Most people use TikTok to find funny and entertaining content (Hootsuite, 2022).

  • TikTok is the top app for consumer spend - in 2021, people spent a whopping $2.3 billion dollars in the app! (Business of Apps, 2022).

  • Collaborating with creators boosts view-through rates by 193% (TikTok 2022b).

  • 35% of users discover products and brands from creators, and 65% enjoy when creators post about products and brands (TikTok 2022b).

  • 73% reported that they feel a deeper connection to companies they interact with on the platform (TikTok, 2022c).

It’s no surprise that more than 52% of marketers who use TikTok plan to increase their investment in 2022.

How brands are booming on TikTok

Dunkin’ Donuts

If you thought that trending topics on TikTok don’t leak into mainstream culture, think again. Recognising the power of influence on TikTok helped Dunkin’ Donuts boost cold brew sales by 45%.

The idea was simple – naming a medium cold brew, whole milk, and caramel syrup combination, ‘The Charli’ – a famously regular order from TikTok’s most followed creator, Charli D’Amelio.

Working in partnership with the TikTok star resulted in the chain selling “hundreds of thousands of drinks within the first five days” (VP of Brand Stewardship at Dunkin’ Donuts).

“This is a prime example of how TikTok communities can be powerful for brands – word can travel fast with the right product in the right place. In this case, Dunkin’ Donuts found a sweet spot in an iced coffee-lover frenzy for their already existing cold brew combo – simple yet effective.” Emily Sandom, Creative Content Manager at Shoot the Moon

Chipotle

When it comes to growing brand presence while engaging audiences in a fun and authentic way, Chipotle really takes the hot seat with their vlog-style behind-the-scenes, fan-made content, and added-value recipes and hacks.

“Leaning into brand advocacy by engaging directly with your TikTok audience can be a powerful strategy to boost brand awareness and improve brand sentiment.” Sam Hall, Paid Social Manager at Delineo

Ryanair

When providing audiences with comedic relief, Ryanair takes no prisoners – making light of negative comments and situations most brands would not want in the spotlight.

This strategy, combined with trending sounds and the ‘eyes and nose’ face filter, has worked wonders for humanising the brand - so much so that they are now considered ‘part of the gang’ in the eyes of Gen Z.

“Ryanair is a prime example of how embracing a more personal tone on TikTok can help brands more relatable, likeable, and trustworthy to target audiences. Though your brand might not need to go to as extreme lengths as Ryanair, if pushing the boundaries, a little and breaking a few rules means your audience will feel more connected to your brand, it’s something to consider.”
Laurie Foxon, Head of Content at Shoot the Moon.

How stm_grp can help launch your TikTok campaign

We’ve experienced TikTok marketing first-hand, and we have learnt a lot along the way. If you want to know how you can launch an impactful campaign on TikTok, we’re revealing the secret recipes for success in our recent projects for easyJet and Penguin:

easyJet: Using humour and authenticity to promote onboard retail range

As part of a social campaign to promote easyJet's retail range, we created a variety of TikTok videos to help reach a wider audience and inject a little excitement into holiday season.

 

 

 

What was the recipe for success?

With a pinch of humour and a dash of creativity, we helped create scroll-stopping content by:

  • Getting native - To create concepts that truly resonate, branded content should look and feel congruent to the videos on your audiences’ FYP. This means avoiding big fancy designs and pushy CTAs. To keep easyJet’s audience interested and entertained, we opted for ‘high concept, low production’ and found creative ways to subtly plug in the brand and products.
  •  
  • Being relatable - This is key for creating concepts that truly resonate with your audience, and therefore most effective for maximising performance. This is exactly what we did for easyJet, tapping into #airlinetiktok with relatable scenarios and recontextualising trending sounds to ‘cheekily’ promote their onboard range.
  •  
  • Talking the Tok - Speaking in first person and adopting the language of your audience will help foster meaningful conversations and improve brand sentiment. In this campaign, we injected humour into the captions and text overlays, using phrases like ‘hot girl summer’ and utilising ‘POV’ concepts to help us talk about the products in a relatable way.

Penguin Books: Advertising campaign

In Penguin’s advertising campaign to re-release Start with Why by Simon Sinek (a business book about how great leaders inspire action), we jumped into TikTok’s library of book lovers, business bosses, and savvy self-help movements – inspiring them to start a new chapter and buy the book.

What was the recipe for success?

By combining a handful of influencers with a generous spoonful of authenticity and a pinch of paid advertising (to taste), we helped drive results by:

  • Tapping into niche communities/subcultures – When collaborating, you don’t have to partner up with the biggest stars on the platform to drive success. In fact, micro-influencers tend to have higher engagement rates than the more popular creators. Given the partnership is a good match and within a relevant niche (in our case, the self-help movement was a more effective target area than general #BookTok), the algorithm will work in harmony to deliver your content to the right place at the right time. Making the content hyper-relevant for audiences and hyper-effective for marketers.
  •  
  • Being authentic - Creative freedom is paramount for a successful influencer campaign on TikTok. It ensures the promotional content is native to the creator’s current style, matches their values, and feels authentic to the audience. For this campaign, it helped make the book reviews and recommendations more trustworthy – and that trust drove action.
  •  
  • Being flexible - Though you might have a great concept for a collaboration, the creators know best when it comes to understanding what their audiences want to see from them. Being clear but flexible with your briefs is therefore key to ensuring both parties are happy and that the final output is truly effective.

Want to know what ingredients you need to make TikTok an effective marketing tool for your brand? Head to our TikTok services page to find out how we can help you do exactly that.

 

 

References

TikTok (2022a). The Round Up: How to use the power of sound on TikTok (https://www.tiktok.com/business/en-US/blog/roundup-how-to-use-power-of-sound-tiktok)
TikTok (2022b). What’s Next: Your new creative dream team (https://www.tiktok.com/business/en/blog/whats-next-2022-creator-community)
TikTok (2022c). What’s Next: The unstoppable power of #TikTokMadeMeBuyIt https://www.tiktok.com/business/en/blog/whats-next-2022-community-commerce
Business of Apps (2022). TikTok consumer spending up 77% in 2021 (https://www.businessofapps.com/news/tiktok-consumer-spending-up-77-in-2021/)
Hootsuite (2022). 23 Important TikTok Stats Marketers Need to Know in 2022. (https://blog.hootsuite.com/tiktok-stats/)
Hubspot (2022). TikTok Brands That are Winning at Marketing in 2022. https://blog.hubspot.com/marketing/brands-on-tiktok

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