6 TikTok Brand Awareness Campaigns

Heard of a skincare model turning TikTok right into a full-funnel gross sales machine throughout Ramadan? That’s precisely what The Uncooked. pulled off—they usually didn’t depend on influencers or gimmicks to do it.

As a substitute, this model leveraged TikTok’s distinctive advert codecs to execute a data-driven model consciousness marketing campaign that merged group engagement with commerce. From occupying the highest in-feed advert slot to reeling customers again in with procuring adverts, they proved that strategic creativity beats outdated, conventional promoting fashions—particularly on platforms designed for scroll-stopping content material.

What occurred subsequent? A lift in conversions, decrease cost-per-purchase, and a loyal following that grew with each swipe.

Curious how The Uncooked. made it work—and what the opposite 5 campaigns did in another way? Preserve studying to find six TikTok model consciousness campaigns that outsmarted conventional adverts with creativity, platform fluency, and outcomes.

Throughout Ramadan 2024, The Uncooked. knew their viewers could be actively looking for skincare and beauty products (in any case, everybody desires to look recent for Raya). They launched a multi-stage marketing campaign:

• High Feed Adverts: Owned the “For You” entrance door by being the primary advert slot customers noticed when opening TikTok.
• Group Interplay Adverts: Inspired customers to comply with their web page and discover extra movies, successfully turning passive scrollers into brand-aware followers.
• Store Adverts (Video Buying Adverts, LIVE Buying Adverts, Product Buying Adverts): Retargeted customers who had already engaged, giving them clickable product anchors that led on to TikTok Store checkout.

This wasn’t simply an advert marketing campaign — it was a synchronized funnel, rigorously designed to seize consideration, construct belief, and drive buy in a single seamless movement.

Outcomes & Why It Labored

The numbers inform the story:

• +23.8% uplift in conversion price when customers had seen branding adverts first.
• -10.2% value per acquisition for primed customers.
• +16% Store Adverts bidding effectivity and +24% conversion uplift when pairing branding with retargeting.

The brilliance right here lies in sequencing. The Uncooked. proved that consciousness adverts don’t simply construct recognition — they straight impression conversions when layered strategically with commerce adverts. As a substitute of treating model campaigns as “fluffy top-of-funnel stuff,” they used them to prime an viewers for cheaper, extra environment friendly retargeting.

Key Takeaway

Don’t consider consciousness and conversion as separate silos. As a substitute, deal with branding because the warm-up act on your efficiency marketing campaign. Get in entrance of your viewers first, construct familiarity, after which let retargeting shut the loop. If you need higher ROI on TikTok Store, prime your viewers earlier than pitching them merchandise.

Most sports activities golf equipment depend on TV spots and stadium banners to develop their fanbases. Newcastle United flipped the script and leaned into TikTok with one central weapon: Spark Ads. The genius? As a substitute of pushing polished, corporate-style promos, they took natural, genuine fan-style content material (equipment launches, behind-the-scenes locker room footage, tunnel walks, participant challenges) and easily amplified it with paid attain.

This combo lets them scale globally with out dropping the uncooked, community-first power that followers crave. Consider it like placing a megaphone in your greatest fan chant — it’s nonetheless genuine, however out of the blue everybody within the stadium can hear it.

The Case Examine: Newcastle’s International Growth

Recent off new possession and impressive development objectives, Newcastle United needed to develop a world fanbase. TikTok grew to become the proper stage. Working with company companion The Social Co., the membership ran a two-phase Spark Adverts marketing campaign:

• Part 1 (Package Launch): Leveraged the hype of their 2024/25 adidas equipment drop. One hero video + behind-the-scenes content material → 6M impressions, 400K+ new followers, 126K likes.
• Part 2 (Ongoing Engagement): Expanded with recent content material like objective replays, matchday rituals, and viral participant challenges.

By boosting their most participating natural clips with Spark Adverts, they saved content material genuine whereas pushing it into new markets (Saudi Arabia, Brazil, and so forth.), aligning completely with participant heritage and world technique.

@nufc

Our metropolis. Our crew. Our equipment. The Newcastle United 25/26 residence equipment – out there Might twenty ninth in-store and on-line 🖤 @adidas

♬ original sound – Newcastle United

Outcomes & Why It Labored

The marketing campaign crushed expectations:

• 189M+ impressions
• 7.7M paid likes
• 1.8M paid followers

Spark Adverts had been the key weapon — they blended natural authenticity with paid attain, which is mainly the antidote to the overly-polished “company promo” vibe that followers are inclined to ignore. Through the use of interest-based and lookalike concentrating on, Newcastle reached past their native fanbase into world markets, rising each credibility and group.

Key Takeaway

In the event you’re making an attempt to scale consciousness globally, don’t ditch authenticity for attain — amplify what’s already working organically. Spark Adverts are like pouring rocket gasoline in your greatest TikTok posts, letting you develop with out dropping the human, relatable edge that audiences belief.

When most individuals assume “TikTok Shop,” they image magnificence merchandise, style hauls, or viral devices. Ummul Qura, a spiritual guide writer, confirmed that even religious schooling can thrive on TikTok through the use of a dual-layer funnel technique:

1. Attain & Frequency (R&F) Adverts to scale consciousness.
2. Product GMV Max to optimize commerce supply and maximize return on spend.

As a substitute of selecting between branding and efficiency, they fused them into one seamless method — delivering each inspiration and conversion. In different phrases, they weren’t simply promoting books; they had been promoting information and making it shoppable.

The Case Examine: Scaling Throughout Ramadan

As Ramadan approached, Ummul Qura noticed a possibility to attach with audiences searching for academic and religious content material. They launched a full-funnel TikTok marketing campaign:

• Product GMV Max Instrument: Optimized creative assets throughout all shoppable placements (For You feed, TikTok Store tab, search outcomes). Unified movies and product playing cards made it simpler for audiences to find, be taught, and purchase in a single scroll.
• R&F Adverts: Ran branding-focused adverts to develop attain predictably, making certain they persistently hit goal frequency and scale.
• Exact Attribution: Through the use of a one-day attribution window, they may monitor same-day orders and measure ROI with accuracy.

The magic right here is that they didn’t simply promote merchandise — they blended their mission (educating Muslims) with commerce codecs, so the marketing campaign felt much less like “adverts” and extra like “priceless content material with easy accessibility to books.”

Outcomes & Why It Labored

With solely a <30% enhance in advert spend, the marketing campaign delivered:

• +23% purchases
• +14% GMV (gross merchandise worth)
• 1.9x ROI

The important thing driver? Pairing broad consciousness campaigns (R&F) with conversion-focused Product GMV Max, making certain that the funnel didn’t simply cease at schooling however nudged audiences into purchases.

This method additionally future-proofed their model: by constructing consciousness at scale, they didn’t simply promote books for Ramadan — they grew recognition that may assist long-term gross sales.

Key Takeaway

Don’t select between attain and conversion. As a substitute, layer them collectively. In case your model has an academic or mission-driven edge, let that message drive consciousness — however all the time again it up with commerce instruments that make it straightforward for audiences to purchase within the second. Consciousness + accessibility = sustainable gross sales development.

MediaMarktSaturn constructed their marketing campaign by way of TikTok’s Industrial Partnership Answer, which mainly lets manufacturers hijack cultural moments with a package deal of placements and inventive assist. Their combine appeared like this:

• Max Pulse: Adverts positioned subsequent to top-performing content material in trending classes like gaming and style. Translation: they didn’t simply experience the algorithm, they piggybacked on what customers had been already obsessive about.
• TopView: The final word visibility play — showing the second customers opened the app. Instantaneous “entrance row” consideration.
• Branded Impact: An interactive Valentine’s-themed filter that received customers to interact, play, and create.

To shine all of it, they tapped into TikTok’s Content material Options Package deal — creators, company assist, and data-driven artistic insights — to make sure their marketing campaign felt native, not company.

@mediamarktsaturn

Blumen, Schokolade oder Luftballons? 😐 Ganz nett, aber auch ein bisschen einfallslos. Deshalb überrascht eure Liebsten dieses Jahr mit Technik, die von Herzen kommt. ❤️ #Valentinstag #MediaMarktSaturn

♬ Originalton – mediamarktsaturn

Outcomes & Why It Labored

The numbers? Mainly Cupid-level accuracy:

• +247% engagement price
• +107% enhance in 6-second view-through price
• +116% enhance in common watch time

Max Pulse alone introduced an 85.7% engagement price and a 41% raise in CTR. Past numbers, a Model Carry Examine confirmed +2.3% advert recall and +4.2% favorability. Translation: individuals not solely remembered the model however preferred it extra.

This labored as a result of MediaMarktSaturn didn’t drive their method into the dialog — they designed a marketing campaign that blended seasonal timing, cultural relevance, and playful interactivity.

Key Takeaway

If you wish to stand out throughout holidays, don’t simply slap a coronary heart emoji in your emblem. Construct campaigns that merge cultural relevance with interactivity. Seasonal moments are when audiences are primed to interact — meet them there with creativity that feels native, not intrusive.

Breaking into a brand new worldwide market isn’t about shouting louder — it’s about talking the suitable language (actually and culturally). Korean skincare model SKIN&LAB needed to develop within the U.S. magnificence market, however as an alternative of relying solely on polished model movies, they used a extra strategic weapon: U.S.-based micro-influencers.

By partnering with creators who already had credibility with American skincare fans, SKIN&LAB didn’t really feel like a overseas newcomer — they felt like a trusted advice popping up on somebody’s For You feed. Then, by amplifying these posts with Spark Adverts, they scaled authenticity into mass consciousness.

The Case Examine: A U.S. Skincare Love Affair

Working with artistic company G Futures, SKIN&LAB deployed a two-pronged method:

1. Attain Goal: First, solid the widest web doable by pushing impressions at scale. This received the model in entrance of as many U.S. customers as doable, cost-efficiently.
2. Video Views Goal: Subsequent, zero in on customers who confirmed increased engagement potential, ensuring they weren’t simply seen however truly watched.

Then got here the ace transfer: Spark Adverts. By boosting top-performing micro-influencer movies straight within the For You feed, the model blended proper into the native TikTok expertise. No “this appears to be like like an advert” vibes — simply skincare suggestions, routines, and transformations that additionally occurred to function SKIN&LAB.

@skinnlab_global

by @sambstarr ❤️ Testing out two new skincare gems! #skinnlab #skinnab_global #skincareroutine #bakuchioleyeserum #tiktokshopmothersday

♬ original sound – skinnlab – skinnlab

Outcomes & Why It Labored

In simply seven days, the marketing campaign crushed benchmarks:

• 380K+ impressions
• 43% six-second targeted view price throughout 38 movies
• 15% decrease CPM than benchmarks

This method labored as a result of it mixed genuine storytelling with environment friendly scaling instruments. As a substitute of pushing a overseas model voice, SKIN&LAB borrowed the belief of native creators after which used TikTok’s advert codecs to verify these voices had been heard at scale.

Key Takeaway

In the event you’re increasing into new markets, bear in mind: locals belief locals. Faucet into micro-influencers who have already got cultural resonance, then use instruments like Spark Adverts to scale that resonance with out dropping authenticity. International development begins with native voices.

Most beauty manufacturers on TikTok speak about glowing pores and skin, shiny hair, or the “5 steps to flawless magnificence.” So!Move by Vis Plantis did one thing totally different: they informed a story about slowing down, self-care, and respiration. Their “BREATHE” marketing campaign wasn’t nearly pushing product advantages — it was about aligning their cosmetics model with a way of life worth their viewers craved.

The twist? They paired this storytelling with TikTok-native advert codecs like Spark Adverts, boosting genuine posts that already resonated organically. In different phrases, as an alternative of forcing adverts, they let community-driven content material carry the message, then scaled it with paid attain.

The Case Examine: The “ODETCHNIJ” Motion

Working with PromoTraffic Company, So!Move launched their BREATHE (ODETCHNIJ) marketing campaign with twin objectives: model promotion and group empowerment.

• Content material: Brief, aesthetic movies displaying moments of slowing down — paired with product visuals and advantages. The vibe? Calming, relatable, virtually therapeutic.
• Focusing on: Ladies in Poland aged 18–45, aligning the model’s merchandise with the self-care wants of a really particular group.
• Execution: Boosted with Spark Adverts, making certain genuine, well-performing posts reached extra customers. Cut up testing helped refine which teams responded greatest, constructing priceless viewers insights for future campaigns.

@soflowpl

Jaki jest Twój ulubiony zapach antyperspirantów i dezodorantów so!movement? 🍍 Liczi kokos czy 🍓 owoce leśne? Daj znać w komentarzu! 👇 Pamiętaj, że znajdziesz je w drogeriach Rossmann! 🛍️ #soflow #kosmetyki #dezodorant #fitness #antyperspirant #rossmannpl

♬ oryginalny dźwięk – soflowpl – soflowpl.kosmetyki

Outcomes & Why It Labored

The marketing campaign delivered:

• 10M+ video views
• 1M+ individuals reached
• 35% increased CTR in comparison with different platforms
• Plus, elevated gross sales in Rossmann shops and expanded product strains (face merchandise, deodorants, antiperspirants).

Why did this work? As a result of So!Move didn’t simply promote cosmetics — they positioned themselves as allies in girls’s wellness journeys. The marketing campaign resonated emotionally first, and that emotional connection translated into measurable consciousness and gross sales.

Key Takeaway

Don’t simply market your product — market the approach to life, values, or emotional aid your product represents. When your model stands for one thing greater than “purchase me,” audiences reward you with consideration, engagement, and loyalty. Pair that with TikTok-native codecs, and also you’re constructing each group and gross sales.

Concerning the Writer

Author

Dan Atkins is a famend search engine optimisation specialist and digital advertising and marketing marketing consultant, acknowledged for enhancing small enterprise visibility on-line. With experience in AdWords, ecommerce, and social media optimization, he has collaborated with quite a few companies, enhancing B2B lead technology methods. His hands-on consulting expertise empowers him to impart superior insights and revolutionary techniques to his readers.