THE WHAT? TikTok has released its 2020 Creative Excellence showcase, which features some of the most creative UK brand activations over the course of the year, with beauty brands NYX and Too Faced starring in the review.
THE DETAILS The review aims to ‘bring to life what 2020 was all about on TikTok.’
Taking to a press release, the company said, “From brands using TikTok to support local communities through the pandemic, to campaigns that put Creators at their heart, the 2020 Creative Excellence showcase celebrates storytellers that stood out in engaging the TikTok community and bringing them along on their brand journey. These campaigns, though individually unique, all make use of TikTok’s unique and versatile ad formats as well as its diverse Creator community to help brands reach new audiences in new ways.”
L’Oréal-owned NYX was lauded for its #DOLLHOUSECHALLENGE, which saw a host of Creators transforming themselves into dolls using NYX Professional Makeup products, while singing along to Melanie Martinez’s ‘Dollhouse’ track.
The brand activation was said to have inspired huge amounts of Halloween creativity, with the NYX said to understand ‘TikTok’s value as an entertainment destination.’
Meanwhile Estee Lauder’s Too Faced was credited for its #TFBornThisWay campaign, which used augmented reality Branded Effect to celebrate Creators ‘unique and beautiful complexions.’ Tapping into the growing movement for authenticity, the campaign generated 2 billion views of videos with the hashtag.
THE WHY? TikTok has become one of the leading marketing destinations for both heritage and indie brands as they diversify their advertising offering to try and tap into younger, more digitally-savvy audiences.
Inam Mahmood, Managing Director, Global Business Solutions, UK, TikTok, said: “2020 has brought on momentous challenges for the advertising industry in light of the coronavirus. However, the industry has also demonstrated extraordinary resilience by adapting quickly, shifting focus to new formats and finding new ways to deliver joyful and impactful campaigns in a changed world. Being a relatively new platform, we have been humbled by brands embracing our community in the face of uncertainty, turning to TikTok to not just create new connections with customers in the digital realm, but to drive mass awareness and business growth.”