We understand that it’s sometimes hard to come up with new ideas, so we have gathered some of the most engaging TikTok campaigns to get you inspired. As a leading social media platform for short-form video marketing, TikTok offers unique opportunities for creative campaigns.

And to make the learning process easy for you, we have analyzed these examples and explained why they’re so effective. This article will also highlight success stories from top brands. There are also sections with some actionable tips included in each example to supercharge your TikTok marketing strategy. Stick to the end and enjoy—this blog post will provide actionable insights and examples.

Campaign #1 Vessi

Vessi, a Canadian footwear brand, is a business that has created a strong presence with engaging TikTok videos. Their videos regularly rack up thousands of views, and their follower count is more than 160k.

Their TikTok marketing strategy includes an entire campaign designed to increase visibility and drive sales by getting people involved rather than just posting ads.

They keep their audience interested by using a mix of giveaways, customer videos, fun storytelling, and product demonstrations, all with a strong visual appeal in their TikTok videos.

Compared to other brands on TikTok, Vessi stands out for its creative approach and consistent engagement.

Vessi also tracks performance metrics to evaluate the effectiveness of their campaign.

What makes Vessi’s TikTok strategy work?

Here’s a breakdown of how they’ve grown so fast by using strategies tailored to engage their target audiences:

1. Giveaways that bring in more followers

Vessi runs giveaways (like in the example above) that encourage people to interact with their brand. Instead of asking users to like or comment, they simply ask them to duet or stitch their videos.

This increases reach because followers see each participant’s video, creating a ripple effect.

2. User-generated content that feels natural

Rather than relying only on polished brand content, Vessi leans on real customer feedback to showcase their shoes. They share unboxing videos, rain tests, and everyday wear experiences filmed by actual users. This makes their content feel more authentic, and people trust brands more when they see real customers using the product.

Hashtags like #Vessi and #VessiShoes feature thousands of videos from happy buyers. And the brand actively interacts with these posts by commenting and resharing them.

3. Product demos that answer real questions

Vessi shows how their shoes solve problems instead of listing features. Their videos answer common questions like:

• Do they keep your feet dry in heavy rain?
• Are they comfortable for long walks?
• Can they be styled in different ways?

By creating relatable content that addresses real-life scenarios, Vessi maintains strong viewer interest and keeps their target audiences engaged.

This helps potential buyers see how the shoes fit into their lives.

What we learn from it:

• Interactive content works better than passive engagement. Asking people to create videos instead of just liking a post increases visibility and adds value by encouraging deeper audience participation.
• UGC video builds trust, especially when it features authentic content. Seeing real people use a product in genuine, relatable ways is more convincing than brand ads.
• Relatable content performs well. Showing how a product fits into daily life keeps people interested.
• Engaging with followers keeps them loyal. Responding to comments and resharing customer videos makes people feel valued.

Take inspiration from Vessi’s approach and brainstorm content ideas that highlight authentic moments and deliver value to your audience.

Campaign #2 Gushers

Gushers, a snack brand, has a way of making its TikTok feel like an inside joke. Its marketing leans toward a mix of inside jokes, random internet humor, and playful experiments—all while keeping Gushers front and center. Gushers leverages TikTok influencer marketing to reach their market, partnering with creators who resonate with their target audience.

They have created a series of unique and engaging videos. Their content is unpolished and natural, often starting with an intriguing hook to capture attention—like something you’d scroll past, laugh at, and share with a friend.

What makes Gushers’ TikTok strategy work?

1. Turning snacks into viral experiments

Gushers doesn’t rely on basic product shots. They push boundaries by using their snack in unexpected ways, designing their experiments to capture attention.

Take one of their standout videos—a ranking challenge in which they stack Gushers on desserts to rate them. A chocolate chip cookie ends up covered in a mountain of Gushers, making people wonder: Does that actually taste good?

This kind of content sparks curiosity. People rush to the comments to argue about the rankings, suggest new foods to try, or just laugh at its absurdity. Instead of telling people why Gushers are great, they make them part of the conversation.

2. Unexpected content that keeps people coming back

There’s no strict format to their TikTok. One day, they use Gushers candy as a bookmark; then next, they use multiple candies stuck on a thread as a tea bag.

Their short form videos are unpredictable and keep people coming back. You’re likelier to stick around when you don’t know what’s coming up next.

3. Giving their brand a playful personality

Instead of using a promotional or formal tone, Gushers posts like another unhinged creator on the app. Their captions, video concepts, and replies all have the same goofy and chaotic energy, which drives audience engagement.

It makes their brand feel less like a company and more like a friend messing around online. Now, this makes people engage with them naturally, without feeling like they’re being advertised to.

What we learn from it:

• You don’t need polished, high-production videos. Casual content that feels spontaneous can work just as well.
• Humor and curiosity keep people watching. A funny concept, an unexpected twist, or a relatable idea makes videos more shareable.
• Unexpected ideas perform well. If it makes people stop scrolling, it’s worth testing.
• Find inspiration from top performing content even for your ads. You can use a TikTok ads spy tool to gather insights on top performing ads in your niche. Also, explore different platforms to see how brands approach content, and take time to explore things TikTok offers—like trending challenges, editing styles, and unique features—to maximize your marketing impact.

Campaign #3 Popflex Active

Popflex Active, a fitness brand by Cassey Ho, makes TikTok feel like a behind-the-scenes look into the world of activewear design. Instead of polished campaigns, they share raw, unfiltered moments—fabric trials, try on hauls, fit issues, and customer feedback shaping real product changes. Popflex Active has also created educational content that resonates with Gen Z, showing how their products are made and sharing tips that inform and engage younger audiences.

They show the process, the mistakes, and the wins. TikTok is fertile ground for brands that share their values and transparency, helping them build authentic connections with their audience.

What makes Popflex Active’s TikTok strategy work?

1. Sharing the product development journey

Popflex turns product development into a story. They show early sketches, fabric samples, and prototype testing, giving followers a front-row seat to the design process. If a fabric doesn’t stretch enough or a pocket placement feels off, they talk about it on TikTok.

Instead of waiting for a final launch, people see the improvements happening in real-time. This builds excitement and makes customers feel like they’re part of the journey.

2. Making product testing fun and relatable

Popflex films real tests instead of scripted demonstrations. They show leggings being stretched, pockets holding everything from phones to water bottles, and bras being tested for high-impact workouts. Some videos focus on common frustrations, like leggings rolling down or seams digging in. Instead of just listing features, they prove why the designs work in a way that feels natural and entertaining.

3. Building a strong brand personality

Cassey Ho is the face of Popflex, and her presence makes the brand feel personal. Her consistent brand voice helps create a distinctive identity and fosters a loyal community by engaging authentically with followers. She reacts to comments, shares behind-the-scenes moments, and talks about the challenges of running a fashion brand. This makes interactions feel like a conversation rather than a sales pitch.

Their viral designs also gain attention beyond TikTok. Taylor Swift recently wore their ‘Pirouette Skirt’ in Digital Lavender. This sparked excitement among fans and boosted the brand’s visibility, with their viral success significantly expanding their brand’s reach.

What we learn from it:

• Showing the process makes a product feel more meaningful. The more people see the journey, the more they care about the outcome.
• Real-time feedback creates stronger customer loyalty. When people see their ideas being implemented, they become more invested in the brand. It also enhances data quality by providing direct, relevant input that informs product decisions and content direction.
• Relatable content works better than pure promotions. Addressing everyday frustrations in an engaging way keeps people interested.
• A strong personal presence makes a brand more relatable. People connect with people, not just products.

Leveraging TikTok offers, such as affiliate marketing tools and brand-creator collaboration features, can help brands like Popflex boost sales by making it easier to engage audiences and track conversions.

Campaign #4 Old Spice

Old Spice sells deodorant on TikTok in a way no other brand does. Their marketing campaigns are uniquely created for TikTok, using the platform’s trends and features to engage audiences. Instead of listing product benefits, they create chaotic, over-the-top skits that make people laugh first—and think about deodorant second.

Their videos feel like a mix of action movies, comedy sketches, and complete nonsense, all packed into a few seconds. It works because TikTok thrives on unpredictability.

One of their recent reels (below), with 47.7K views, is a perfect example. A basketball player smells so fresh that his coach thinks he isn’t working hard enough. To prove himself, he trains endlessly, invents a new move, breaks records—and even his leg. But nothing stops him. The coach finally admits defeat: “Sometimes a man must overcome concern for his freshness.”

Old Spice’s TikTok campaigns consistently achieve high video views compared to other platforms, showing the effectiveness of their approach.

What makes Old Spice’s TikTok strategy work?

1. Comedy that keeps people watching

Old Spice creates videos that feel too bizarre to ignore. A man might casually talk while his armpits burst into flames, or someone might faint dramatically after smelling their own sweat. The humor is so exaggerated that people often replay the videos just to take it all in.

Unexpected jokes and kickass storytelling make their content easy to watch and share. Their videos are optimized for the TikTok algorithm, using humor and replay value to help their content get seen on the For You page.

2. Everyday situations turned into extreme scenarios

Rather than listing product benefits, they take simple moments—like sweating before a date—and turn them into high-stakes, ridiculous situations. The solution appears in the middle of the chaos. And that makes the product a natural part of the story instead of an obvious advertisement. Their storytelling approach helps increase visibility on TikTok’s algorithm by making the content more engaging and shareable.

3. Engaging content that people want to comment on

The absurdity invites reaction. People rush to the comments to joke about the dramatic fall, tag friends, or add their own humor. It creates engagement without needing a call to action.

What we learn from it:

• The product should be part of the joke, not an interruption. If people enjoy the content, they remember the brand without feeling like they’ve watched an ad.
• TikTok humor works best when it feels natural. The funniest videos often look like random moments rather than planned marketing.
• Unpredictable storytelling is interesting and it gets more views on TikTok. If you can surprise people, they’ll stick around. Compared to other brands on TikTok, Old Spice stands out by consistently using humor and unexpected content to engage viewers.

Campaign #5 Reese’s UK

Reese’s UK are turning their peanut butter chocolate into a personality—one that’s smooth, witty, and surprisingly romantic. Their social media strategy stands out as they’ve created memorable content that resonates with audiences. Their videos use humor, dating metaphors, and playful storytelling to make peanut butter the star of the show while effectively targeting their market.

Take one of their recent reels (below), which has 2.7M views. It’s styled like a dating app, where a Reese’s Peanut Butter Egg “matches” with someone looking for romance. The egg introduces itself with poetic charm. It feels like a mix of a rom-com moment and a joke, making it easy to watch, share, and comment on. The Washington Post is another example of a brand succeeding on TikTok by leveraging social media trends and creative content.

Why Reese’s UK’s TikTok strategy works

1. They turn their product into a personality

Reese’s Peanut Butter Egg feels like a character in their videos, with charm, humor, and confidence. Their distinctive brand voice makes the content stand out and feel more alive and engaging.

2. They tap into everyday experiences

The dating app theme works because most people understand it instantly. It feels familiar, but the peanut butter twist makes it fresh. Their short form videos are especially effective for TikTok, encouraging engagement through comments and likes.

3. They make their product feel like a personality, not just a snack

Reese’s UK doesn’t show their peanut butter cups simply, they give them a personality. Their chocolates flirt, joke, and act with confidence. It makes them feel more like characters in a comedy than a product in an ad. This makes their content entertaining first, promotional second.

What we learn from it:

• Entertainment is better than a sales pitch. If a video is fun, people will watch it. If it feels like an ad, they’ll scroll past.
• Engagement happens naturally when the content invites reactions. People don’t need a “comment below” prompt when the video itself makes them want to join the conversation.
• Playfulness makes a brand more approachable. Reese’s doesn’t try too hard to be funny. Their humor feels effortless, which makes people enjoy it even more.
• A brand can feel like a person. People connect with personalities more than products. Giving your brand a voice makes it easier to remember. Work with influencers with strong personalities. You can use a sales commission structure or even better a referral platform such as ReferralCandy to start and track your collaborations. Authentic content is essential for building brand trust, especially on platforms like TikTok, where audiences value genuine and relatable material.

Finally: 

Success in TikTok marketing boils down to positive engagement, so your job is to drive up each post’s likes, comments, shares, and saves. Keep an eye on your analytics and see when you strike a chord with your audience—then try to replicate that success (with a twist, to avoid being dull or repetitive).

You can also learn from successful TikTok campaigns and the best TikTok marketing examples gathered in this post. Instead of copying them verbatim, infuse them with your own style and tailor them to what your audience loves, aiming for shareability and viral potential.

Tools like Sotrender can help you track your performance and spot which content themes, formats, or posting times bring the best results—and which competitor strategies are worth learning from.

Over time, you’ll find your voice, build consistency, and be known for content that actually gets people talking. With the right mix of insights and creativity, TikTok can become a powerful channel for growing your brand and driving sales.