TikTok Influencer Marketing

Over the past couple of years, influencer advertising and marketing have developed exponentially. What commenced as a novelty technique for some digitally native companies has become a multibillion-dollar enterprise serving online marketers and retail giants.

TikTok is famous for growing hit influencers and rich personal brands. Beyond influencers, the platform presents a massive possibility for nicely installed firms to grow earnings.

Here are 8 brands that have successfully tapped into TikTok’s vast audience by collaborating with top influencers for their marketing campaigns.

TikTok Influencer Marketing: What is it?  

TikTok influencer marketing is when brands work with TikTok artists or influencers to create content (short-form videos) that promotes their brand to TikTok viewers or potential customers.

It typically consists of branded hashtag challenges, product instructions, comedic sketches, or product reviews.

How does this work?

First, the brand selects an appropriate influencer whose followers are similar to its target customer demographic (more on this later). 

Second, the brand compensates the influencer with cash or free products for creating content about the brand or its product.

Finally, the influencer shares the content on a personal TikTok account. Alternatively, the firm may share it on its branded corporate account.

Why pay influencers when you can develop and post on your TikTok account?

TikTok users will likely shun any post resembling a business advertisement due to ad fatigue.

However, once their favourite influencer thinks a product is incredible, most people will reach into their pockets and buy.

8 Case Studies of Influencer Marketing on TikTok

Inspiring Case Studies Of TikTok Influencer Marketing - IMAI -  InfluencerMarketing.ai

In recent times, TikTok has emerged as a powerhouse for influencer advertising and marketing. With its rapid increase and huge consumer base, brands are leveraging TikTok influencers to reach and interact with their target market efficaciously. Here are thirteen case studies that showcase successful influencer marketing campaigns on TikTok, demonstrating the effect of real TikTok likes.

  1. Walmart

Walmart, the world’s largest retail chain, embraced TikTok influencer marketing with a Black Friday-themed campaign tagged #DealDropDance. 

Collaborating with six influencers, including Montanatucker and dreaknowsbest, Walmart encouraged followers to share videos expressing their excitement for Black Friday deals with a dance. 

The campaign reached over 17 million followers, sparking a trend of users dancing in Walmart aisles for a chance to win a $100 gift card. Walmart also ran the #SavingsShuffle campaign, where users danced on TikTok, tagging the brand.

  1. Calvin Klein

Calvin Klein debuted on TikTok in 2019, using a more traditional approach of creating an official account and posting promotional videos simultaneously. However, the company also collaborated with numerous high-profile celebrities for its campaign.

Using the hashtag #MyCalvins, Calvin Klein featured stars like Shawn Mendes, Kendall Jenner, and A$AP Rocky in 22 motion pictures. These clips blanketed short interviews in which the celebrities shared their experiences, with Shawn Mendes discussing the joys of acting for huge crowds even as wearing Calvin Klein apparel.

Interestingly, these videos acquired fewer perspectives than campaigns with lesser-regarded influencers. This indicates that Calvin Klein may be perceived as extra traditional compared to other manufacturers on TikTok.

  1. ACCA

ACCA, a leading global accounting body, took an unconventional approach by joining TikTok influencer marketing. Partnering with influencer marketing agency Fanbytes by Brainlabs, ACCA used TikTok influencers to showcase “a day in the life of an accountant” content. 

This aimed to disrupt stereotypes and engage with Gen Z. The campaign garnered over 1 million views and 100,000 likes, transforming perceptions of accountancy from dull to exciting and relevant. 

Karen Smith, Head of UK Marketing at ACCA, praised the partnership for providing authentic insights and access to engaged audiences.

  1. Fenty Beauty
Why Did We Start Wearing Makeup? | Britannica

Fenty Beauty, regarded for its inclusive range of makeup merchandise, teamed up with TikTok influencers for a marketing campaign referred to as #FentyBeautyHouse. 

Influencers, including @makayladid, @joshaaronn, and @vinniehacker, created make-up tutorials and showcased Fenty Beauty merchandise in their videos. 

This collaboration helped Fenty Beauty reach a wider target audience and generated pleasure around its products on TikTok.

  1. EA Sports

EA Sports, recognized for its popular video games, has tapped into TikTok’s gaming lifestyle to attain its younger and tech-savvy target market. While gaming groups commonly use structures like Twitch and YouTube for influencer advertising and marketing, EA recognizes the significant presence of game enthusiasts on TikTok.

For instance, EA Sports collaborated with TikTok influencers to sell several video games. Influencers like Brent Rivera created comedy motion pictures and gambling games like Apex Legends, garnering over 900,000 likes. Similarly, Gil Croes shared humorous content even as gambling Plants vs. Zombies, enticing his audience and selling the sport.

In another instance, freestyle soccer player Indie Cowie promoted FIFA 20 by publicly showcasing her abilities while giving a shout-out to the game. 

By leveraging TikTok influencers, EA Sports efficaciously tapped into the platform’s gaming community, expanding its reach and engagement among more youthful audiences.

  1. Target / Vera Bradly

Target and Vera Bradley collaborated with a TikTok influencer with 2.9 million fans for a lower back-to-college marketing campaign. 

The influencer shared video clips of herself touring Target, shopping Vera Bradley self-care products, and using them at domestic in preparation for the brand new school year. The aim was to raise awareness of Target and the Vera Bradley X Venues self-care product series. 

The influencer, famous with teen and younger adult women, seamlessly incorporated the products into her content, making it feel more like an endorsement than an ad.

  1. Blinger / Wicked Cool Toys

Blinger, a brand below Wicked Cool Toys, partnered with TikTok influencer Jasmine Gonzalez for a marketing campaign promoting their Blinger package. In the video, Gonzalez decorates her brother’s shoes with the Blinger package, surprising him with the effects. 

The video showcases the shoes’ transformation and highlights her brother’s pleasure, demonstrating the product’s amusing and creative use.

  1. Doritos
Doritos Nacho Cheese, Packaging Size: 60g Pack at Rs 30/pack in Noida | ID:  2851080953130

Doritos, a PepsiCo-owned brand, integrated TikTok and YouTube influencers into their 2020 Super Bowl marketing campaign. Their 60-second ad featured actor Sam Elliott and rapper Lil Nas X in a comedic dance battle over Cool Ranch tortilla chips, set to the tune of “Old Town Road.” 

The ad went viral on YouTube, garnering over sixteen million perspectives, and inspired a TikTok venture called #CoolRanchDance. 

Doritos collaborated with 9 influencers to sell the assignment, resulting in nearly 3,000 person-generated dance motion pictures on TikTok.


From raising brand awareness to generating conversions and sales, collaborating with real content creators has proven to be the solution for thousands of brands seeking a low-cost marketing strategy. The sector has developed enormously and shows no signs of slowing, so now is the ideal time to launch or extend your influencer marketing program.