The social network itself has released what it considers to be the eleven best advertising campaigns of 2020 carried out on its platform in the United Kingdom. They have been published in Campaign and according to the company are the ones that have hit the audience the most in 2020. Knowing them can serve as an example for companies also in other countries that are thinking of developing their campaigns in 2021 on this platform.
We suggest that you take a look at them and identify their main values, as well as how to use the language of the social network. They are as follows:
-Virgin Media 'Stay in love, stay connected' by Manning Gottlieb OMD: Virgin Media is a company that offers broadband services for Internet, television and mobile telephony. In your ad campaign, show love stories and virtual dating between users. It's a video with very "tiktokero" content, with virtual musical duet features like Carly Rae Jepsen's "I Really Like You" or a tender scene from a couple sleeping together during a video call. They are scenes inspired by real-life events in times of pandemic. The campaign was launched in September and in a single day achieved 21.9 million impressions and with an "engagement" rate of 16% user making comments, reactions and likes.
-TikTok '#MyRoots / Black History, Black Present and Black Future' (in-house): In this campaign developed during the month of October to raise awareness, talents of black British citizens with artistic skills, such as "Cat Burns" a young pop singer were shown; "Jeremy Lynch" is a freestyle footballer and "Sherice Barton". The video featured a hashtag challenge that achieved 288 million views.
-eBay '#StrongerAsOne' by Vidsy: this campaign was carried out by eBay to recognize the work of British small businesses that make life on its digital platform. To do this, he received the help of Vidsy, a marketing partner at TikTok, who together produced this "emotional material" that shows small moments of these companies in their day-to-day life. It achieved 17.8 million impressions and a 17.3% click rate that took interested users to a page to learn more about the campaign.
-Too Faced '#TFBornThisWay' (in-house)Рthe renowned cosmetics brand Too Faced, part of the Est̩e Lauder group, launched a campaign in TikTok focused on its "Born This Way" foundation dedicated to "promoting individuality and expression among young people, helping the community support them". In his video he had the collaboration of 162,000 TikTok users created 456,000 clips for the challenge with the hashtag #TFBornThisWay. With regard to the effects used, Too Faced included augmented reality marks so that the movements of its creators will be noticed more strongly, thus achieving two billion views.
-Beats By Dr Dre '#BeatsDaisyChallenge' by AnalogFolk London: a campaign developed by rapper, producer and entrepreneur Dr Dre in partnership with Ashnikko, a singer, rapper and composer. Together they campaigned to promote the "Powerbeats Pro" headset with new summer colors. The video challenged users to release their creativity on screen under the hashtag #BeatsDaisy. To date it has achieved 7.1 billion views of the challenge and 460 million reactions.
-Asos '#AySauceChallenge' by Byte: Asos, a British online fashion and cosmetics retailer, launched a campaign on TikTok taking advantage of the Branded Hashtag Challenge Plus, a dance challenge with an augmented reality brand effect. Asos' goal was to make it easier for his followers to share the content by showing a new style. They were supported by 25 creators from the UNITED Kingdom and the United States. They managed to get 1.2 billion views in just six days, and users created 488,000 videos for the campaign.
-Converse '#ConverseAllStar' by Initiative: Converse launched an advertising campaign on TikTok to promote the brand's new "Converse All Star" series in February. Originally, this event was to be offline, in partnership with TikTok, to challenge the global audience to develop their own Converse.
-NYX '#DollHouseChallenge' by Essence: this campaign, promoted by the cosmetics brand L'Oreal, had the participation of creators who transformed into dolls using NYX professional makeup products. The stage was a "dollhouse" by American singer Melanie Martinez. This video reached two billion views and 470,000 creations were released.
-Ray-Ban 'You're on' by TikTok Creative Lab: Ray-Ban the brand of sunglasses became, with this content, the first champion in Europe to use the Gamified Brand effect with augmented reality technology. The video was released in July as a kind of game for users to use facial expressions, body postures and different movements to interact and control the brand's objects. The development of this content was done in collaboration with the "TikTok Creative Laboratory" and was published in five different markets at the end of November.
-O2 '#O2BublDance' by Havas Media and VCCP: O2 is a telephony brand that created a campaign in TikTok where users had to do a dance duo called "Bubl Dance" and the prize for the winner would be a Samsung brand smartphone. The dance to be imitated by the participants was developed by a TikTok choreographer who mimics robotic movements before being transformed into a 3D animation. It featured a #O2BublDance hashtag that managed to generate 2.3 billion views to date.
-Mastercard '#PricelessWave' (in-house): the well-known multinational financial services company, MasterCard partnered with TikTok to celebrate the return of the Football Champions League, of which it is an official sponsor. To this end, he requested to create a video running the largest "human wave" ever seen on the social network. Identified as #PricelessWave, he started with retired players Fernando Torres and Marcel Desailly themselves. The campaign achieved more than two billion views.