While brands may never have as much popularity as personalities on TikTok, some are using the uniqueness of the social media platform to create hype around their brand and products. Here are some examples of CPG brands that are crushing it with their TikTok marketing strategy.
Beauty brands are all over TikTok, but Kaja Beauty stands out because its videos are highly watched (150K average), compared to the number of followers they have (1.7M). Their Korean beauty products seem tailor made for TikTok, and they have used the popular unboxing format to show both the glamour of their products and their ability to relate to real audiences.
Mountain Dew was casual about its TikTok marketing until the 2021 Super Bowl when their TikToks meant to amplify an ad for the new melon flavor with John Cena went viral and racked up 20 million views. They now have more than 230,000 followers and over 500,000 likes. Many of their recent videos feature cocktails to make with various Mountain Dew flavors, including the Major Melon flavor featured in the popular ad and videos.
With 1.3 million followers and 13.8 million likes, Oreo's presence on TikTok is filled with user recipe videos like 5-minute Oreo fudge and more official videos in which the cookies have voices and personalities. One recent video shows an Oreo saying that it and milk are just friends. No doubt their followers enjoy the humor and the creative jolt of using Oreos to make other yummy foods.
Red Bull was always a pioneer at using digital marketing content, so it's no surprise that they would be one of TikTok's most-followed brands with over 6 million followers and 94 million likes. Their videos are not made especially for TikTok. Still, they fit into the TikTok paradigm of attention-getting videos that feature all kinds of extreme sports stunts that naturally draw an audience.
You can find e.l.f. Cosmetics in just about any drugstore, Walmart, or Target, but e.l.f. is not resting on their reasonable cost or popularity in its TikTok marketing. First, they commissioned a song called Eyes Lips Face (what e.l.f. stands for) and then used male and female influencers to show their eyes, lips, and face while dancing to the song. It has had 5 billion views and established e.l.f as a major TikTok presence.
These CPG brands are navigating TikTok marketing exceptionally well and can serve as inspiration to your own TikTok marketing efforts.
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