TikTok has completely reshaped the way brands connect with audiences. With over a billion active users, it’s a goldmine for marketers who know how to tap into its creative and fast-paced culture. One of the most effective ways to do this is through influencer marketing. The right collaboration can launch a product into viral stardom overnight.

How to Create a Successful TikTok Influencer Campaign

Before we explore the examples, it’s important to understand the ingredients of a successful TikTok influencer campaign. It isn’t just about paying someone with a large following to mention your product. The most effective campaigns feel authentic, creative, and seamlessly integrated into the platform’s culture.

Key elements include:

Authenticity: The collaboration should feel natural. The influencer must genuinely align with the brand’s values and products.
Creativity: TikTok thrives on originality. Successful campaigns often involve a unique challenge, a catchy sound, or a clever trend that encourages user participation.
Engagement: The goal is not just views, but interaction. Comments, shares, and user-generated content (UGC) are signs of a truly impactful campaign.
Clear Goals: Whether you’re aiming for brand awareness, direct sales, or app downloads, having a clear objective will shape your strategy and help measure success.

Now, let’s see these principles in action with some of the best TikTok influencer campaigns.

1. e.l.f. Cosmetics: #eyeslipsface Challenge

One of the earliest and most iconic TikTok campaigns was e.l.f. Cosmetics’ #eyeslipsface challenge. Instead of a standard product promotion, e.l.f. commissioned an original song that was incredibly catchy and perfectly suited for the platform.

Why It Worked

Original Sound: The song, “Eyes. Lips. Face.” by iLL Wayno and Holla Fye, became an instant earworm. Original sounds have a high potential for virality on TikTok, and this one was perfectly crafted for short, shareable videos.
Broad Appeal: The challenge was simple: show off your eyes, lips, and face while the song plays. This was accessible to everyone, not just makeup artists. It encouraged widespread participation from users of all backgrounds.
Celebrity Endorsement: The campaign kicked off with videos from major celebrities like Reese Witherspoon, Lizzo, and Ellen DeGeneres, which gave it a massive initial boost and credibility.
User-Generated Content: The hashtag #eyeslipsface has amassed billions of views, with millions of users creating their own videos. This organic spread turned a marketing campaign into a cultural moment.

2. Guess: #InMyDenim Challenge

Guess was one of the first fashion brands to launch a major influencer campaign on TikTok with its #InMyDenim challenge. The brand partnered with prominent fashion influencers to showcase their new denim line.

Why It Worked

Clear and Simple Concept: Influencers posted “before and after” style videos, starting in drab, messy clothes and transforming into stylish outfits featuring Guess denim. The concept was easy to replicate, encouraging users to create their own versions.
Aspirational Content: The videos showcased a desirable lifestyle, aligning the brand with glamour and fashion. The “glow-up” format is a popular trend on TikTok, and Guess tapped into it perfectly.
Strategic Influencer Choice: Guess collaborated with well-known fashion creators like @ourfire, who had an established audience interested in style and trends. Their followers were the ideal target market for the new denim line.

3. Chipotle: #ChipotleLidFlip Challenge

Chipotle has consistently proven its mastery of TikTok marketing. One of their most memorable campaigns was the #ChipotleLidFlip challenge, which started with an employee’s viral video of a clever trick.

Why It Worked

Organic Origins: The campaign was inspired by a real employee video, which gave it an authentic and grassroots feel. Rather than manufacturing a trend, Chipotle amplified one that was already gaining traction.
Skill-Based Challenge: The challenge involved flipping a burrito bowl lid onto the container with a flick of the wrist. It was difficult enough to be impressive but simple enough for many to attempt, creating a fun and engaging activity.
Partnership with David Dobrik: To take the challenge to the next level, Chipotle teamed up with one of the biggest internet personalities, David Dobrik. His participation generated massive visibility and encouraged his legions of fans to join in.

4. Gymshark: 66 Days | Change Your Life Challenge

Fitness apparel brand Gymshark has built a powerful community on TikTok by focusing on motivation and personal growth. Their “66 Days | Change Your Life” challenge was a prime example of this strategy.

Why It Worked

Focus on Storytelling: The campaign encouraged users to document their fitness journeys over 66 days—the time it supposedly takes to form a new habit. This narrative format created a deeper connection with the audience than a simple product showcase.
Empowering Message: The challenge was about more than just selling clothes; it was about inspiring people to improve their lives. This positive and motivational message resonated strongly with the fitness community on TikTok.
Long-Term Engagement: By spanning 66 days, the campaign kept the brand top-of-mind for an extended period. It fostered a sense of community as participants supported each other’s progress.

5. Fenty Beauty: #FentyBeautyHouse

Rihanna’s Fenty Beauty took a unique approach by creating a “collab house,” a physical location where a group of beauty influencers lived and created content together.

Why It Worked

Immersive Experience: The Fenty Beauty House provided a constant stream of behind-the-scenes content. Followers got an inside look at the lives of their favorite creators and how they used Fenty products in their daily routines.
Fostering a Community: By bringing influencers together, Fenty created a tight-knit group that felt like a family. This collaborative environment resulted in more creative and engaging content than individual sponsored posts might have.
Authentic Product Integration: The products were a natural part of the creators’ lives in the house, making the promotions feel less like ads and more like genuine recommendations from trusted sources.

6. Aerie: AerieRealPositivity Challenge

Aerie has built its brand on promoting body positivity and inclusivity. Their #AerieRealPositivity challenge on TikTok was a perfect extension of this mission.

Why It Worked

Mission-Driven Content: The campaign asked users to share something that made them feel good about themselves. This aligned perfectly with Aerie’s brand values and created an uplifting and positive space on the platform.
Partnership with Charli D’Amelio: Collaborating with TikTok’s biggest star at the time, Charli D’Amelio, ensured the campaign reached an enormous audience. Her genuine and relatable personality was a perfect fit for the campaign’s message.
Charitable Component: For every video posted with the hashtag, Aerie donated one meal to Feeding America. This added a powerful incentive for users to participate, knowing their content was making a real-world impact.

7. Ocean Spray: The Dreams Campaign

This campaign is a legendary example of a brand seizing an unexpected viral moment. It all started when Nathan Apodaca (@doggface208) posted a video of himself skateboarding to work, drinking Ocean Spray, and vibing to Fleetwood Mac’s “Dreams.”

Why It Worked

Authentic Viral Moment: The video was completely organic and captured a moment of pure, unadulterated joy. It was a refreshing break from the polished content often seen online.
Swift and Smart Response: Ocean Spray responded quickly and brilliantly. They gifted Nathan Apodaca a new truck (filled with their juice) and even had their CEO recreate the video. This showed they were listening and had a sense of humor.
Positive Association: The campaign linked Ocean Spray with feelings of freedom, happiness, and good vibes. The brand became synonymous with the viral moment, leading to a huge surge in sales and brand awareness without a traditional ad spend.

Unlock Your Brand’s Potential

These examples show there’s no single formula for a successful TikTok influencer campaign. Success can come from a carefully planned challenge, a clever use of sound, or even a swift response to an unplanned viral moment.

The common thread is authenticity. Each of these brands found a way to connect with the TikTok community on its own terms, respecting the platform’s culture of creativity and fun. By understanding your audience, choosing the right partners, and focusing on creating genuine value, your brand can also capture the magic of TikTok and achieve incredible results.