{"id":1577,"date":"2020-02-20T16:00:00","date_gmt":"2020-02-20T16:00:00","guid":{"rendered":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/branded-tiktok-campaigns\/"},"modified":"2026-05-26T15:46:46","modified_gmt":"2026-05-26T15:46:46","slug":"branded-tiktok-campaigns","status":"publish","type":"post","link":"https:\/\/www.thefreemancompany.com\/sparks\/articles\/branded-tiktok-campaigns\/","title":{"rendered":"How to Leverage TikTok to Engage Gen Z"},"content":{"rendered":"

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Attention brands \u2014 if you\u2019re searching for the right platform to reach Generation Z, look no further than the mega-popular social app TikTok.<\/a> Downloaded over 1.2 billion times since its launch in 2017, the video sharing platform is currently dominating the social scene,<\/a> especially among Gen Zers. In this post, we\u2019re talking about branded TikTok campaigns. <\/p>\n

The reasons behind the app\u2019s surge in popularity have everything to do with its features, most of which cater directly to members of the younger generation. The app is all about short-form content, it\u2019s simple to use, and given its overall viral nature, seems to offer a better opportunity to “go viral”<\/a> and give users a chance to become social \u201cinfluencers.\u201d <\/p>\n

\u201cTikTok doesn’t necessarily bring anything especially new to social media, but it brings together the most popular and Gen Z-adored features under one app,\u201d notes Business Insider. \u201cVine’s video snippets for copious amounts of content consumption; Instagram’s user feeds for easily following influencers; Twitter\u2019s trending hashtags for keeping up with what\u2019s going viral; and video game-inspired techniques for encouraging in-app spending.\u201d <\/p>\n

Given it\u2019s huge level of success, the app is showing no signs of going anywhere, anytime soon, making now the right time for brands to consider leveraging it if they want to engage Generation Z with branded TikTok campaigns. From creating original, viral content to instituting hashtag challenges, branded takeover ads, and more, the possibilities are seemingly endless. <\/p>\n

\u201cThe app is attuned to modern usage trends, and caters to an audience looking for a new and exciting way to connect,\u201d says Social Media Today.<\/a> \u201cAnd clearly, based on the download stats, it’s hitting the right notes with users.\u201d <\/p>\n

Ready to explore three brands successfully utilizing TikTok to reach Generation Z with innovative marketing campaigns? Let\u2019s go! <\/p>\n


Westminster Kennel Club Celebrates Dogs<\/strong><\/p>\n

In today\u2019s world of social media influencers, one sector that just keeps on growing is the pets space. Think about it, you (or someone you know) probably follow at least one pet-centric account on Instagram or another social channel. Pet influencers<\/a> are everywhere on social media these days and that\u2019s something the Westminster Kennel Club Dog Show and its partner social media agency, Glow, take into account to generate buzz and excitement for the 2020 Westminster Kennel Club Dog Show<\/a> \u2014 a favorite annual event for people of all ages who are passionate about dogs. Who doesn\u2019t love pet-centric branded TikTok campaigns?!<\/p>\n

\u201cEvery year, we’re looking into how we can expand the social presence while keeping the mission of the Westminster Kennel Club in mind, which is celebrating companionship of dogs,\u201d Sarah Pine, Glow’s director of account services, says to Mobile Marketer.<\/a> \u201cA big part of that is, how do we reach new and younger audiences,\u2019 both bringing to them information about responsible pet ownership, but also awareness to the brand and show.\u201d<\/p>\n

Naturally, Glow and Westminster take to TikTok to launch a buzzy social campaign that gets people hyped about the 2020 show, with its first video generating more than 20,000 views in just 24 hours. <\/p>\n

\u201cFor Westminster, Glow\u2019s goal is to insert dog content into whatever is trending on TikTok and to join conversations that are happening on the platform,\u201d notes Mobile Marketer. <\/p>\n

The campaign is all about celebrating the dogs competing in the show in a way that\u2019s fun and most importantly, resonant with members of Gen Z \u2014 all wins for branded TikTok campaigns. <\/p>\n

\u201cA TikTok video of Loki the golden retriever lounging on a couch with a bag of Fritos, interspersed with shots of flawlessly groomed dogs completing obstacles at the 2020 Westminster Kennel Club Dog Show \u2014 the caption, \u2018my dog\u2019 versus \u2018other dogs\u2019\u201d \u2014 has garnered over 367,000 views from Gen Zers on the platform; some feat for an event that tends to attract an older audience,\u201d notes Ad Age <\/a>on the types of videos being shared in the Westminster Tik Tok campaign \u2014 in this case Loki, being shared by pet influencer Jaden Kinglsey (currently at 991,000 followers) who\u2019s working the show this year. <\/p>\n

By combining pets, social influencers in the pet space with sizable Tik Tok followings, videos that hit all the right notes with members of Gen Z (including researching accompanying songs Gen Zers are loving), Westminster sees its TikTok account grow to over 5,000 followers and generate over 28,000 likes \u2014 impressive and a totally \u201cpawesome\u201d example in the world of branded TikTok campaigns! <\/p>\n

Get an even deeper dive into the show\u2019s successful TikTok campaign here<\/a>.
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Chipotle and the #GuacDance Challenge<\/strong><\/p>\n

If one thing\u2019s for sure, it\u2019s that Generation Z is completely obsessed with . . . avocados!<\/a> So what better way to reach them on their favorite app than to celebrate National Avocado Day? Chipotle does just that, taking to TikTok to celebrate the \u201choliday\u201d with a \u201cGuacDance\u201d challenge, encouraging users to show off their love of guacamole through dance. The challenge generates over 250,000 submissions and 430 million video views during its six-day run \u2014 amazing metrics when you\u2019re talking branded TikTok campaigns. <\/p>\n

\u201cThe campaign [is] TikTok\u2019s highest-performing branded challenge in the U.S. The promotion result[s] in Chipotle\u2019s biggest guacamole day ever, with more than 800,000 sides of the condiment served,\u201d notes Mobile Marketer.<\/a> \u201cThe quick-service chain’s avocado usage jump[s] 68% to 18,500 cases, or more than 420,000 pounds of the fruit, for National Avocado Day on July 31.\u201d<\/p>\n

What\u2019s more, the challenge features the viral \u201cGuacamole Song\u201d by musician Dr. Jean, adding to its viral hype. Chipotle also takes advantage of prominent YouTube influencers Loren Gray and Brent Rivera to generate even more hype for the challenge. <\/p>\n

Guac AND dancing? A win in the world of branded TikTok campaigns! <\/p>\n

Hyundai and the Super Bowl <\/strong><\/p>\n

What do people look forward to the most during the Super Bowl aside from the game itself? The commercials! And in 2020, Hyundai does not disappoint, generating large amounts of buzz with a campaign that features several prominent Boston celebrities, including Rachel Dratch, John Krasinksi, and more. To generate even more excitement for the commercial, Hyundai uses TikTok, becoming the first automotive brand to dive into the world of branded TikTok campaigns. <\/p>\n

\u201cHyundai’s TikTok video stars former \u2018Saturday Night Live\u2019 cast member Rachel Dratch, who also appears in the Super Bowl spot, completing the #onedayafterwatching challenge,\u201d notes Mobile Marketer.<\/a>.\u201cThe popular TikTok challenge urges people to share videos of how watching a TV show or movie changes their behaviors.\u201d In a meaningful move, we see how spending time in Boston to film the Hyundai Super Bowl spot helps Dratch reconnect with her childhood home.<\/p>\n

The goal of the TikTok campaign is all about engagement and sharing as it hops on an already established challenge on the platform. <\/p>\n

Another stellar example in the realm of branded Tik Tok campaigns, especially one that\u2019s all about storytelling and sharing. <\/p>\n<\/p>\n

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When it comes to engaging Generation Z on the social media platforms it gravitates to most, a powerful route is building a TikTok campaign \u2014 and it\u2019s something more and more brands are utilizing.<\/a><\/p>\n

\u201cWhile it might be challenging to get your content to go viral like the bigger brands, TikTok could be a great tool for getting into sync with younger audiences,\u201d notesHubspot.<\/a> \u201cAnd since the app is so new, you can pretty much experiment with any strategy you want to see if it works.\u201d<\/p>\n

Tik Tok branded campaigns appear to be the route of the future and when it comes to your next promotion, there\u2019s no time like the present to experiment with this ever-growing platform if you want to engage with Generation Z! <\/p>\n<\/p>\n

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<\/p>\n","protected":false},"excerpt":{"rendered":"

Attention brands \u2014 if you\u2019re searching for the right platform to reach Generation Z, look no further than the mega-popular social app TikTok. Downloaded over 1.2 billion times since its launch in 2017, the video sharing platform is currently dominating the social scene, especially among Gen Zers. In this post, we\u2019re talking about branded TikTok […]<\/p>\n","protected":false},"author":93,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-1577","post","type-post","status-publish","format-standard","hentry","category-trends"],"acf":[],"yoast_head":"\nHow to Leverage TikTok to Engage Gen Z - Sparks | Your Global Brand Experience Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thefreemancompany.com\/sparks\/branded-tiktok-campaigns\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Leverage TikTok to Engage Gen Z - Sparks | Your Global Brand Experience Agency\" \/>\n<meta property=\"og:description\" content=\"Attention brands \u2014 if you\u2019re searching for the right platform to reach Generation Z, look no further than the mega-popular social app TikTok. 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