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TikTok celebrates fashion brands in 2021 Year on TikTok campaign

Sophie Smith
15 December 2021

TikTok has released its Year on TikTok 2021, featuring a collection of the platform's most creative activations over the past year.

From social purpose-driven campaigns and brands selling products, to small businesses finding new customers on the platform, the Year on TikTok 2021 list celebrates brands who have connected with the TikTok community this year and achieved successful results in the process.

JD Sports captured the spirit of EURO 2020 with its #JDPassItOn campaign, which has gained over six billion views. The challenge invited people to share their skills and passion for the game. Sports and football creators joined the challenge, alongside the TikTok community. Users produced content such as dribbling and goal celebrations and football-inspired makeup and dances.

Developed in partnership with Creative Lab, JD also launched the UK's first augmented reality shoe try-on of Nike trainers through TikTok later on in 2021.

@jdofficialGot skills?! Show us what you got then pass it on to a mate! We wanna see yer passion for the game ⚽️ #jdp#assiton♬ 2gether Now - Lady Leshurr

Sportswear retailer ellesse teamed up with TikTok for its #BeBold campaign, launching the first shoppable livestream concert hosted by a fashion brand with a music artist.

The TikTok live concert was hosted by Swedish singer-songwriter and ellesse's new brand ambassador Zara Larsson. Those tuning in during the concert saw clickable items of clothing appear on screen based on what Zara was wearing, which could then be purchased directly within the app. The campaign has received over 3.9 billion views on TikTok to date.

@ellesseofficialThe countdown is on ⏱ 2 days until TikTok’s first ever live shoppable concert with @Zara Larsson ##BeBold ##ellesse🕺🏼@Laurie Elle♬ Right Here - Zara Larsson

Very used TikTok to raise awareness for its #OurHouse2021 campaign. Working with with over 30 British creators, including Sophie Ellis-Bextor, Very created a giant singalong to Our House by Madness. The campaign resulted in over 1.7 million views, plus videos created by more than one million creators.

Another partnership came from fashion retailer New Look, who launched its collaboration with singer Anne-Marie on TikTok. The brand ran a campaign encouraging the community to share #ThatNewLookFeeling, which reached over 3.3 billion views of the hashtag and over 258,000 global creations.

Kris Boger, General Manager of Global Business Solutions at TikTok UK, said: "Looking back at what has been another exceptional year in marketing, what strikes me is the sheer diversity of brands showing up on TikTok, spanning all sizes and sectors, and the creativity they are bringing to the platform and community.

"We're only just beginning to scratch the surface of TikTok's potential to help brands unleash their creativity, reach new audiences and monetise. I can't wait to see the amazing ways they'll continue connecting with our community in 2022."

Find out about how TikTok is influencing fashion retail in TheIndustry.fashion's feature here.

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