TikTok has become one of the most influential platforms for digital marketing, and 2024 has been no exception. With its viral trends, creative challenges, and influencer collaborations, TikTok continues to be the go-to platform for businesses looking to engage with Gen Z and millennial audiences. In 2024, several TikTok campaigns stood out for their creativity, engagement, and ability to spark global conversations. Here are the top TikTok campaigns that dominated social media in 2024.
1. The #RealBeauty Challenge by Dove
Dove’s #RealBeauty Challenge returned with a powerful message about self-acceptance and body positivity, resonating deeply with TikTok’s audience. The campaign encouraged users to share their most authentic selves and embrace their natural beauty, using the hashtag to showcase unfiltered moments and body-positive messages. Dove collaborated with top influencers and TikTok creators to amplify the campaign, and it quickly gained traction, with millions of people participating.
The campaign was impactful because it promoted inclusivity and authenticity, two themes that have been increasingly important to social media users. With its emphasis on self-love and confidence, Dove’s campaign became a viral movement that encouraged users to rethink beauty standards and sparked meaningful conversations.
2. #MadeForTikTok by Nike
Nike’s #MadeForTikTok campaign was an innovative blend of influencer marketing, user-generated content, and real-time challenges. The campaign invited users to participate in athletic challenges, creating content based on their own fitness journeys while wearing Nike gear. The hashtag #MadeForTikTok quickly became a hub for workout routines, athletic performances, and personal achievements, inspiring users to share their passion for fitness.
Nike used TikTok’s interactive features, such as Duets and stitches, to further enhance user participation and engagement. The collaboration with fitness influencers and athletes added credibility, while the overall campaign encouraged both seasoned athletes and fitness beginners to get moving and embrace an active lifestyle.
3. #TheFutureIsNow by Apple
Apple took a futuristic approach with its #TheFutureIsNow campaign, showcasing the capabilities of its new iPhone features through TikTok’s viral format. The campaign featured a mix of influencer partnerships, tech enthusiasts, and creators who explored the latest phone features through creative, cutting-edge content. With TikTok’s popular editing tools and transitions, users showcased their skills in photography, video editing, and augmented reality, all powered by the new iPhone.
The success of this campaign lies in Apple’s ability to leverage TikTok’s unique tools to demonstrate the power of its product. TikTokers showed how the iPhone could enhance everyday moments, and the hashtag quickly became synonymous with future tech. The campaign sparked conversations around innovation, drawing attention from tech lovers and everyday users alike.
4. #GreenTogether by Starbucks
Starbucks launched its #GreenTogether campaign to raise awareness about environmental sustainability, emphasizing eco-friendly practices and the importance of reducing plastic waste. The campaign featured TikTok videos highlighting small actions that can have a big impact on the environment, such as using reusable cups, reducing food waste, and supporting local sustainability initiatives.
Starbucks encouraged users to show their eco-friendly habits using the hashtag, and influencers in the sustainability space contributed with educational and fun content. The campaign’s focus on community-driven change resonated with TikTok’s socially-conscious audience, helping Starbucks reinforce its commitment to sustainability while engaging customers in a meaningful way.
5. #MetaMoods by Meta (Facebook)
Meta’s #MetaMoods campaign was all about promoting mental health awareness and self-care in the digital age. In a year marked by the continued importance of mental well-being, Meta leveraged TikTok’s wide reach to start a conversation about finding balance in a connected world. The campaign featured TikTokers sharing their personal self-care routines, coping mechanisms, and stories of resilience, supported by mental health professionals and influencers.
The campaign aimed to normalize discussions about mental health, encourage users to take breaks from social media when needed, and provide practical tips for maintaining a healthy digital life. It quickly gained momentum, with Meta also incorporating tools from its own platform (like mindfulness features on Instagram and Facebook) to further support the initiative.
6. #ExploreTheWorld by Airbnb
Airbnb’s #ExploreTheWorld campaign tapped into TikTok’s love for travel and adventure, inviting users to share their dream destinations and unique experiences around the world. The campaign emphasized the variety of properties available on Airbnb, from remote getaways to city escapes, highlighting the importance of travel in fostering cultural connections.
The hashtag sparked a flood of creative travel content, with TikTokers showing off their Airbnb stays and offering travel tips and recommendations. Airbnb also collaborated with influencers to showcase exclusive stays, making the campaign both aspirational and practical. By harnessing TikTok’s global reach, Airbnb effectively engaged users to dream, plan, and book their next travel experiences.
7. #UnstoppableByDesign by Adidas
Adidas’ #UnstoppableByDesign campaign aimed to empower individuals to reach their goals, both in sport and life. The campaign featured stories of resilience, determination, and the pursuit of excellence, with a focus on athletes who overcame obstacles to succeed. Adidas encouraged TikTokers to share their own stories of perseverance, whether in sports, work, or personal challenges.
The brand partnered with prominent athletes and TikTok creators to amplify the message, and the hashtag quickly became associated with empowerment and motivation. Adidas’ collaboration with TikTok’s fitness community helped drive engagement, inspiring users to take action and pursue their dreams with relentless passion.
8. #PlayWithPurpose by Lego
Lego’s #PlayWithPurpose campaign focused on inspiring creativity and imagination, with a twist. The campaign encouraged users to showcase their most imaginative Lego creations, but with a deeper purpose—each creation had to represent something meaningful, like sustainability, kindness, or community. The challenge tapped into TikTok’s love for creativity and innovation, prompting users to engage with the brand in a unique and thoughtful way.
Lego also partnered with influencers to showcase the brand’s new eco-friendly building sets, highlighting its commitment to sustainability while inspiring users to think outside the box. The campaign was both fun and meaningful, and it struck a chord with families and young adults alike.
Conclusion
TikTok continues to be the premier platform for creative and viral marketing campaigns, with brands tapping into the unique features and trends of the app to capture attention and engage with users. In 2024, campaigns like Dove’s #RealBeauty, Nike’s #MadeForTikTok, and Meta’s #MetaMoods proved that successful TikTok campaigns go beyond just selling products—they build communities, spread positive messages, and encourage participation.
As we move into 2025, it’s clear that TikTok will remain at the forefront of digital marketing, and these standout campaigns serve as a testament to the platform’s power to drive change, influence culture, and build lasting connections with audiences worldwide.
