There is no denying it, TikTok has become one of the most successful marketing avenues for B2C brands. This is because it has a unique sell that separates it from the rest: it is authentic. Studies conducted by Nielsen show that users around the globe find TikTok content to be authentic, genuine, unfiltered and trendsetting. And this includes ads.
Brands and businesses are considered members of TikTok, not just advertisers, and the results speak for themselves. 68% of TikTok users find advertising content to be unique or different from any competitive platform, with 7 out of 10 saying that TikTok ads are enjoyable. Furthermore, an average of 60% of TikTok users follow brands, with 52% of users saying they actively search for products or shop on the app.
“Authenticity and joy are unique and ownable aspects of the TikTok community, not only for users but also for brands and businesses looking to make an impact.” TikTok for Business.
We love TikTok ads, and we truly believe in their power to sell, so we wanted to share our picks for some of the best TikTok ads all time.
1. Little Moons
Little Moons mochi desserts have become one of the most sought-after ice cream products in the UK since launching their TikTok Business Account. The brand began with organic content that felt native to the authentic TikTok experience, and then moved to paid in-feed ads to reach a wider audience and drive deeper engagement.
One of their ads created an engaging experience for the user; taking them to “Big Tescos" where the mochi could be found, and then showing them how to enjoy the unique treat.
Their efforts prompted thousands of users to film their own experiences with Little Moons - #littlemoons has a huge 101.6 million views and #littlemoonsmochi has 80.5 million views.
As a result of their smart organic content and ad strategies, Little Moons sales were up 1300% and the brand saw its biggest ever sales week ever across all retail partners.
2. Mallows Beauty
Mallows Beauty is “a real beauty brand, based on real babes, real skin and real bodies.” Stocking skincare, nails, body scrubs, bath bombs and more, the business took to TikTok last year to test in-feed ads: integrated video content on users' "For You" feed. This included an ad that incorporated a popular TikTok trend: packing customers orders.
The Mallows Beauty Collection Ads campaign was a huge success, with a 2x increase in click-through rate and a 60% lower cost-per-click (at just £0.04) compared to previous campaigns. Furthermore, users who engaged with the ads showed stronger purchase intent; nearly 37% of users proceeded to checkout after clicking add-to-cart. Overall, Mallows saw a 533% growth in revenue on TikTok.
What Mallows continues to do well is sell the product through organic content.
3. Benefit Cosmetics
Benefit Cosmetics, a leading worldwide makeup brand, was able to build a shortlist of 22 Gen Z and Millenial creators with the TikTok Creator Marketplace (TCM) to get involved with their Benefit Brow Challenge campaign.
Each video appeared on users' For You feeds to drive optimum engagement. This amplified the reach of the campaign, and highlighted the product’s benefits to viewers with an authentic edge.
The campaign generated 3,500+ hours of views and 1.4 million impressions off of just 4.5 minutes of creator content.
4. Student Beans
Student Beans was founded in 2005 in Birmingham. In 2022, it partners with more than 1,000 of the world’s biggest brands across fashion, tech, food, entertainment to provide verified students with discounts, offers and other incentives.
Student Beans did a Spark Ads campaign — where brands can amplify existing organic videos that fit their campaign objectives — with ads that felt native to TikTok, to target a specific audience of students who would appreciate student incentives of all kinds. Student Beans also partnered with a number of TikTok creators to create this content, which included an effective call to action.
Student Beans' TikTok ad campaign was a huge success; it received 9.7 million impressions and a view-through rate of 60%, with 5.8 million 2-second video views recorded. The creative also had a 1.08% click-through rate at a cost-per-click of only 0.30 GBP. This is a clear result of ad content that is engaging, effective and authentic - aided with the recruitment of talented content creators.
We are Aura Ads, a unique performance creative agency designed for D2C eCommerce brands. We help clients sell more online and grow at scale with our bespoke video and static creative, delivered on a monthly basis. Find out more about our TikTok ads service on our website, and book in for a 30 minute chat about how one of our content plans can help your business grow.