We'll support you in creating content and setting up effective campaigns on TikTok, ensuring that our actions are in line with your marketing objectives
TikTok Ads
Influence campaign
Content creation
Community Management
The TikTok social network represents a great opportunity for brands, which is why more and more of them are launching on the platform and using it as a marketing tool, especially to interact with Generation Z.
The figures speak for themselves: 70% of French companies present on TikTok claim that the platform has allowed them to expand their customer base . 67% of users say they have seen content published by a brand on the platform. 82% of them have discovered, on TikTok, brands they had never heard of before.
But if TikTok is the ideal application to gain notoriety and expand your customer base, it can also be scary because of its communication codes that are completely different from other social networks. This is one of the reasons why many brands are still hesitant to launch on TikTok.
The best brands on TikTok
If you find yourself in this situation, a good way to take the plunge is to look at what brands that are doing well on TikTok . You can take inspiration from these 10 companies that are successfully using the platform to launch their marketing campaigns.
1. Fnac ⎮ @fnac_official
The French leader in cultural products needs no introduction. In order to break through on TikTok, Fnac has implemented an ultra-relevant content strategy, diversifying its messages to build a loyal and committed community.
On its TikTok account (launched at the end of 2020), we can see interviews with artists and transcripts of events (such as the One Piece night). But also recurring programs hosted by content creators like #1minForUnderstanding with @hugodecrypte.
Best practice: to create interesting and captivating content, mix native videos, with a clear editorial line and add to that unique events to be found on the TikTok account.
Best TikTok video:
2. Booking ⎮ @bookingcom
In a completely different niche, the travel booking service Booking has also found the right formula to succeed on TikTok. Its marketing weapon of choice: contests to make its community win stays worth up to 10,000 euros.
Booking has also taken advantage of the visibility and creativity of influencers like Johan Papz to expand its audience. By sharing a vlog of his vacation in a hotel booked on Booking, he communicates about the brand in a natural way in a format well known by his community. But above all, he allows his subscribers to project their feet in the water and makes them want to use the platform to travel to the other side of the world.
Best practice: contests are a great way to engage your TikTok community and encourage them to produce organic content around your brand.
Best TikTok video:
3. Tefal ⎮ @tefal_france
Tefal is the essential brand of non-stick cookware. If at first sight, it is not the sexiest product to promote on social networks, the company has managed to impose itself on the TikTok platform thanks to a simple but effective strategy .
Tefal started by partnering with influencers in its niche as well as celebrities (like Cyril Lignac) to offer ultra-native recipe videos. The brand has also been able to boost its engagement by organizing contests, especially at Christmas time.
The best practice to apply: promote your products in action and make people want to use them by relying on user-generated content (UGC).
The best video on TikTok :
4. Thank youHandy ⎮ @mercihandy
While its engagement on Facebook was starting to wane, Merci Handy, the 100% French cosmetics brand, had the right idea to launch on TikTok in 2019. Above all, it was able to quickly capture the authentic and spontaneous codes of the application to create content that was not necessarily aesthetic, but creative and ultra inclusive.
Merci Handy now boasts several million views per month and nearly 500K followers. She even became the first beauty and hygiene brand on TikTok.
The best practice to apply: put forward your visual identity to be immediately recognizable and take care of your storytelling.
The best video on TikTok:
5. Caudalie ⎮ @caudalie
The famous skincare brand has also managed to establish itself on TikTok by varying its content: tutorials, behind-the-scenes information, beauty trends, etc. Caudalie has also been able to build a committed audience thanks to a sustained publication rate (nearly 500 videos in less than two years, i.e. one TikTOk every two days).
Caudalie has also capitalized on the visibility of its ambassadors, partnering with micro-influencers in its niche like @carladolier or @selfcareinpajamas. The brand now has 430 K followers and 2.7 million likes.
Best practice: the brand knows how to bounce off TikTok trends by sharing videos that play with the sounds of the moment or reconstructed movie dialogues. The tone is fun, while keeping the brand's premium DNA.
The best video on TikTok:
6. WeTheNew ⎮ @wethenew
The marketplace for the sale and resale of streetwear items has set up a paid strategy on TikTok. To establish itself in an ultra-competitive vertical, WeTheNew has partnered with content creators who are highly visible on the app, including influencer Habitue Toi.
By partnering with creators who share its codes and whose audience was fond of its products, WeTheNew was able to federate a beautiful community of 457.7 K subscribers.
The best practice to apply: involve your teams in your TikTok videos. Turning your employees into ambassadors is indeed a good way to bring your audience into your universe and create a powerful feeling of belonging.
The best TikTok video :
7. FitnessPark ⎮ @fitnessparkofficial
Aware of the lead that its competitors had taken on TikTOk, the Fitness Park gym chain partnered with our agency to implement its strategy on the platform .
In order to reach a larger audience and become a reference for sports and bodybuilding content, Fitness Park has developeda strong identity while playing with the codes of the social network with which its target was already familiar.
The best practice to apply: focus your TikTok strategy on Community Management and TikTok Ads Acquisition. These two levers allow you to federate a committed community and convert it into new members.
The best video on TikTok :
8. Sézane ⎮ @sezane
The fashion brand Sézane, which started and developed mainly online, has also understood the codes of success on TikTok. It was able to replicate the recipe that already works on its other communication channels (a great proximity with its customers and a friendly brand image) by adapting it to the social network .
Unlike the very polished visuals she shares on Instagram, her TikTOk content is almost entirely user-generated . We find a good mix of influencers and anonymous customers who share their favorites, try on new pieces and participate in very "Frenchy" challenges (like the Croissant Challenge).
The best practice to apply: accept to break its very aesthetic brand image to share a more authentic content focused on its users.
The best video on TikTok:
9 Father & Fish ⎮ @pereetfishgang
Père et Fish is the first French Gourmet Fish Burger channel. On TikTok, the brand has established itself by posting "amateur" and spontaneous videos, which seem to have been filmed on the spot.
It has also built a great community through its challenges. For example, Father and Fish challenged TikTok users to come up with a new burger recipe for its restaurants.
The best practice: before you start, take the time to observe and understand the codes and trends of the platform. On TikTok, it's all about creativity, authenticity, and a good dose of fun. Also, get in the good graces of the algorithm by using trendy sounds and launch challenges (with prizes at stake) to generate traffic.
Best TikTok video:
10. Kombo ⎮ @kombo.co
With Kombo, you can compare the prices of all train and bus companies to find the cheapest ticket.
Capitalizing on the highly visual side of its niche, travel, the brand has managed to mix inspirational content (such as the favorite destinations of the French),educational content (how to be upgraded on a plane) and more fun videos (the vlog of a trip to Milan with the comedian Greg Guillotin)
Best practice: explore all the content creation possibilities your niche has to offer. Travel isn't just about polished discovery videos. It can also be a great medium to make people laugh and inform (from budget saving tips to how to become a flight attendant).
The best video on TikTok:
Take advantage of the marketing opportunities offered by TikTok
With its 9 million users in France, TikTok is obviously a pool of potential new customers for your brand. But it's also an opportunity to communicate differently with your prospects and to put your products forward in a much more authentic way.
Take advantage of this opportunity to adopt a more casual tone, play with your brand image, and create a real connection with your audience. If you need advice on how to get started and exploit the full potential of TikTok, don't hesitate to contact us!
