Top TikTok Campaigns That Dominated Social Media in 2024

TikTok, the short-form video platform that took the world by storm, continues to redefine social media marketing in 2024. With over 1 billion active users globally, TikTok is more than just a place for viral dances and funny challenges — it’s become a powerful marketing tool for brands to engage audiences, promote products, and build communities. In 2024, brands have upped their game, harnessing creativity, influencer partnerships, and user-generated content to create campaigns that go viral and dominate social media.

“Marketing is no longer about the stuff you make but the stories you tell.”

Seth Godin

In this blog, we’ll highlight some of the top TikTok campaigns of 2024 that have made waves on the platform, setting new trends in digital marketing.

Nike: #MoveWithNike Challenge
Campaign Focus: Fitness & Active Lifestyle

Nike’s #MoveWithNike campaign took TikTok by storm, encouraging users to engage in fitness activities while showcasing their unique workout routines. With a focus on inclusivity and empowerment, the campaign invited influencers, athletes, and everyday users to show how they move in their daily lives. The hashtag quickly gained traction, with users sharing everything from home workouts to outdoor adventures, all while showcasing their favorite Nike gear.

Why It Worked:

User Engagement: The challenge’s universal theme of fitness and movement connected with a wide audience, from fitness enthusiasts to casual gym-goers.
Brand Alignment: Nike’s message of empowerment and inclusivity aligned perfectly with TikTok’s younger, diverse user base.
Influencer Partnerships: Nike tapped into the power of fitness influencers to further amplify the campaign, driving even more participation.
Impact: The campaign drove significant traffic to Nike’s website and boosted brand awareness among Gen Z and Millennial audiences. It also sparked a wider conversation around the importance of movement and health, positioning Nike as a leader in the activewear industry.

2. McDonald’s: #McDonaldsMornings
   Campaign Focus: Morning Routine & Brand Awareness

McDonald’s took a fun approach to promoting its breakfast menu with the #McDonaldsMornings campaign. The campaign invited users to share their morning routines, from grabbing a McMuffin on the go to enjoying a full McDonald’s breakfast. To sweeten the deal, McDonald’s offered limited-time discounts and special offers for users who participated and tagged the brand.

Why It Worked:

Timeliness: The campaign was launched at the perfect time, coinciding with the start of the year when people were looking to freshen up their routines.
Relatable Content: Everyone has a morning routine, and McDonald’s tapped into the universal theme of starting the day with a boost.
User-Generated Content: The use of a catchy, easy-to-join hashtag helped fuel user participation, making it a viral success.
Impact: The campaign not only increased foot traffic to McDonald’s restaurants but also generated a significant increase in online orders. It also helped McDonald’s position its breakfast menu as a go-to option for busy mornings, especially among younger consumers.

3. Duolingo: #LearnWithDuolingo
   Campaign Focus: Language Learning & Education

Duolingo, the popular language-learning app, turned to TikTok to make language learning fun and engaging. The #LearnWithDuolingo campaign encouraged users to showcase their progress with the app, whether they were mastering French or learning Japanese. Duolingo made use of its signature playful branding, including the green owl mascot, which quickly became a fan favorite on the platform.

Why It Worked:

Playful Branding: Duolingo’s quirky, humorous approach resonated with TikTok’s fun-loving audience, making learning seem less intimidating.
Gamification: The campaign encouraged users to share their language-learning milestones, turning the process into a challenge.
Viral Content: Duolingo cleverly used memes, trends, and soundbites popular on TikTok, integrating the app’s content with the platform’s native culture.
Impact: The campaign resulted in a massive increase in app downloads and user engagement. Duolingo successfully made language learning viral and fun, reaching a younger audience who saw it not as a chore but as a social activity.

4. Coca-Cola: #CokeCheers
   Campaign Focus: Celebrations & Shared Moments

Coca-Cola’s #CokeCheers campaign in 2024 centered around the idea of sharing moments of joy with friends, family, and even strangers. The campaign encouraged TikTok users to showcase special celebrations — big and small — where Coca-Cola played a central role. From birthday parties to casual hangouts, the brand tapped into emotional storytelling and the joy of sharing a Coke with others.

Why It Worked:

Universal Appeal: The idea of sharing a Coke resonates universally, creating a sense of connection and nostalgia.
User-Generated Content: Coca-Cola successfully encouraged users to create content around shared experiences, boosting engagement and organic reach.
Partnerships with Creators: The brand partnered with popular TikTok influencers to launch the campaign, amplifying its reach across different demographics.
Impact: The campaign went viral, with millions of TikTok users sharing their moments and tagging Coca-Cola. It generated substantial buzz and reinforced Coca-Cola’s reputation as a brand that brings people together, which resonated particularly well with Gen Z users.

5. L’Oréal: #BeautyForAll
   Campaign Focus: Inclusivity & Beauty

L’Oréal’s #BeautyForAll campaign was a celebration of diversity and inclusivity in the beauty industry. The campaign invited TikTok users to share how L’Oréal’s products helped them express their unique beauty. With the inclusion of influencers from diverse backgrounds and skin tones, the campaign emphasized that beauty is for everyone, regardless of ethnicity, gender, or age.

Why It Worked:

Inclusive Messaging: L’Oréal’s message of inclusivity resonated with TikTok’s diverse audience, reflecting the platform’s values.
Influencer Diversity: By partnering with a broad range of influencers from various backgrounds, L’Oréal highlighted the importance of representation in the beauty industry.
Authentic Content: The brand encouraged users to create authentic content, which was key to driving organic participation.
Impact: The campaign helped L’Oréal strengthen its position as an inclusive beauty brand, resulting in increased sales, positive brand sentiment, and more social media engagement.

6. Apple: #ShotOniPhone Challenge
   Campaign Focus: Photography & Product Showcase

Apple’s #ShotOniPhone campaign has become a staple on TikTok, and it continued to dominate in 2024. The challenge encouraged users to post their best photos and videos taken with their iPhone, showcasing the device’s powerful camera features. This user-generated content initiative not only highlighted the product’s capabilities but also fostered a sense of community among Apple fans.

Why It Worked:

User Participation: The challenge allowed users to showcase their creativity while subtly promoting the iPhone’s camera features.
Real-World Demonstration: Rather than relying solely on ads, Apple let the users do the talking, showcasing real-world results of its technology.
Engagement through Creativity: The campaign encouraged TikTokers to experiment with creative photography, driving continuous content creation.
Impact: The #ShotOniPhone challenge helped Apple engage a younger audience and highlighted the iPhone as the device of choice for aspiring photographers and content creators. It also increased awareness of new iPhone features and boosted product sales.

7. Amazon: #PrimeDayDeals
   Campaign Focus: Sales & Deals Promotion

Amazon’s #PrimeDayDeals campaign, which was launched in anticipation of Prime Day, became one of the most talked-about campaigns on TikTok in 2024. The campaign offered exclusive discounts and sneak peeks at Prime Day deals, encouraging TikTok users to share their favorite Amazon finds and savings.

Why It Worked:

Timed for Maximum Impact: The campaign was timed perfectly, building excitement ahead of Prime Day, which is one of Amazon’s biggest shopping events.
Exclusive Content: By offering exclusive deals to TikTok users, Amazon incentivized participation and created a sense of urgency.
Influencer Collaboration: Amazon partnered with popular influencers to promote the deals, driving traffic to the website and increasing sales.
Impact: The campaign generated massive buzz leading up to Prime Day, with millions of TikTok users sharing their excitement about the deals. It not only increased sales during the event but also strengthened Amazon’s presence on TikTok as a go-to shopping platform.

Conclusion
TikTok has become a key player in social media marketing, and in 2024, brands are using it to create innovative, engaging, and viral campaigns that resonate deeply with users. From fitness challenges to inclusivity messages and influencer collaborations, these top TikTok campaigns demonstrate the power of creativity, authenticity, and timely content.

For brands looking to leverage TikTok, the key takeaway is clear: be authentic, engage with your audience in a way that feels natural, and tap into trends that speak to the values of the platform’s vibrant, diverse community. The brands that succeed in TikTok marketing are those that can seamlessly integrate their messaging into the content that users love, creating moments of connection that go beyond the screen.