Top TikTok Brand Advertising Campaigns in Russia for 2021

The challenge format emerged as the favored method for engaging audiences on TikTok. The TikTok For Business marketing platform has compiled the results of 2021, showcasing remarkable case studies from companies that pioneered new trends and unlocked exciting avenues for business promotion on the platform. The brand campaigns have been categorized into three distinct groups: the most impactful and beneficial, the most inspiring, and those utilizing a wide array of tools.

#ThinkLikeCreator: S7 Airlines’ Innovative TikTok Mockumentary Series

Embarking on a unique venture, S7 Airlines has introduced a captivating TikTok mockumentary series. The project’s protagonists are both genuine S7 passengers and accomplished TikTokers, including Elizaveta Savchikhina, Pavel Ryazanov, Anastasia Borsuk, Aleksey Barsukov, and Ruslan Sabelgera. On the brand’s TikTok account, you’ll discover amusing videos portraying a first-time flyer’s adventures, a friend with an unwavering love for planning, and an anxious traveler perpetually concerned about forgetting something. Delve into the world of S7 Airlines on TikTok for a delightful journey filled with laughter and relatable travel moments.

#EngageMillionsofCreators: Inspiring Collaborative Campaigns

TikTok has harnessed the power of interaction with advertising content through the Duet and Brand Effect tools, leading to the creation of remarkable campaigns. Here are some standout examples from the past year:

1. Samsung partnered with music artist and TikTok blogger Rakhim Abramov to promote the new Galaxy S21 Ultra smartphone. Inviting users to participate, Rakhim asked them to share their ideas using the hashtag #RakhimSnapUsingGalaxy. The campaign selected 21 user-generated videos shot on the Samsung Galaxy S21 Ultra and incorporated them into Rakhim’s new music video, “Swipe.” These videos gained over 45 million views, according to TikTok.
2. Hyundai sought to capture user attention for the release of the updated Elantra model with the hashtag challenge #StartElantra, accompanied by a branded interactive effect. Participants were challenged to control the Hyundai Elantra using smartphone screen movements and collect blue balls. Over 23,000 videos were created, showcasing the users’ enthusiasm for the campaign.
3. Sber celebrated its 180th Anniversary with the hashtag challenge #SberDances. TikTok users had the opportunity to dance with an augmented reality avatar of Philip Kirkorov, using the Branded Effect, while grooving to a remake of his hit song “Zayka moya.” Within six days, approximately 60,000 videos utilizing the Branded Effect were shared on the platform.
4. MTS launched the hashtag challenge #NEtanetsMTS on TikTok to promote its new “Ne-Tariff” offering. Users were encouraged to dance like musician Niletto and capture it on camera. The campaign garnered over 24 million views, captivating a wide audience.

These campaigns demonstrate the power of user collaboration and creativity on TikTok, engaging millions of creators and fostering dynamic interactions with advertising content.

#RevealBrandMission: Empowering Brands to Make Social Impact

Brands are utilizing campaigns under the #RevealBrandMission to effectively communicate their missions and address socially significant challenges. Here are two notable examples:

1. Snickers, a popular chocolate bar brand, celebrated its thirtieth anniversary in Russia by launching the #BeTrue contest accompanied by a dedicated brand effect. Participants were encouraged to showcase their true selves by capturing and sharing activities they genuinely enjoy. The company selected ten winners, whose faces were featured on prominent media facades in Moscow and St. Petersburg.
2. Otkritie Bank initiated a Mother’s Day campaign on TikTok for the second consecutive year. Using the hashtag challenge #PostcardToMom, users were prompted to recreate their childhood photos. To kickstart the project, the bank enlisted the support of stylists and creators such as Karina Nigai, Dima Yevtushenko, Igor Andreev, and Lisa Vasilenko. Some influencers even invited their mothers to participate in the video shoots. Otkritie Bank crafted a unique branded jingle reminiscent of melodies from the 2000s exclusively for this campaign. The most creative participants received special prizes from the bank.

These campaigns not only highlight the brand’s mission but also encourage meaningful engagement, allowing users to express themselves and contribute to a socially relevant cause.

#MakeTopCampaign360°: Amplifying Impact through Multi-Tool Strategies

Brands that excel in the #MakeTopCampaign360° category employ a diverse range of tools to maximize the impact of their campaigns. Here are some notable examples:

1. Froneri, while promoting their new Oreo-flavored ice cream, utilized a combination of the hashtag challenge format, a branded effect, and an accompanying music track for the #OREOIceCream project. To ensure widespread participation, the brand leveraged additional advertising tools such as TopView and In-Feed Ads Brand Premium. Videos created by creators using the track and branded campaign effect gained an impressive 41 million views on TikTok.
2. Yandex aimed to showcase the design changes in their new Station Light smart column through the #AlisaLight hashtag challenge and a branded effect. Participants were encouraged to imagine themselves in various roles, like “Romantic” or “Not like everyone else.” The campaign’s video with the branded effect garnered 31 million views, reflecting the engagement it generated.
3. Estee Lauder, a cosmetic brand, embarked on its first hashtag challenge, #EsteeLauderMantra. The campaign featured a branded effect in the form of a magical ball that transformed users’ appearances. Launched on the shortest night of the year to emphasize the product’s enchanting effects, Estee Lauder utilized In-Feed Ads tools to announce the campaign. The Estee Lauder videos reached nearly 5 million views, effectively reaching their target audience.

These brands demonstrate the power of a multi-tool approach, leveraging various features and advertising tools on TikTok to maximize campaign impact and engage millions of users.

Source: Adindex.ru