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Case Study: TikTok Marketing Campaign Rides On Instagram Influencers’ Coattails

Case Study: TikTok Marketing Campaign Rides On Instagram Influencers’ Coattails

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Instagram Influencer Marketing Case Study: TikTok Marketing Campaign Cooks Up Delish Content With Popular Instagram Food Creators

TikTok is a video-centric social media app hot on the heels of popular platforms including YouTube, Snapchat, and of course, Instagram. Offering users the ability to express themselves through quick clips set to popular music (available via the platform’s expansive library), the app has become a fashionable channel for lip-syncing, dance, comedy videos, and more.

tiktok marketing campaign

Particularly popular with Gen Z, TikTok reported 500 million worldwide monthly active users in June 2018. The massive numbers have led popular influencers and celebrities on other social platforms to establish their presence on TikTok as well. In kind, advertisers looking to connect with fans have begun collaborating with top TikTok creators to ride on the success of the buzzy, meme-like network.

Instafamous Food Influencers #SavorTheFlavor With Bite-Sized TikTok Marketing Campaign

Despite the growth of TikTok’s user base, the app hasn’t yet reached the advertising heights of social network giants such as Facebook, Instagram, and YouTube. However, a recent advertising push, including a UK television spot, could very well change that.

As a platform used by brands looking to leverage the power of influencer marketing, TikTok utilizes the popular advertising practice for their own brand awareness efforts as well. Through a creative TikTok marketing campaign on Instagram, the app partnered with prominent food and cooking influencers who have a presence on both platforms.

Goals

  • Awareness - Introduce the followers of popular Instagram food accounts to TikTok’s unique format and community.
  • Engagement - Encourage downloads of the TikTok app, as well as promote the platform’s “Savor The Flavor” contest.

Approach

  • Channel - Instagram
  • Influencers - Macro and mid-tier Instagram influencers

Preview Of Instagram Creators

tiktok marketing campaign

TikTok “Challenges,” like Jimmy Fallon’s #SharpieChallenge, the #TumbleweedChallenge, and the #InMyFeelings challenge, are incredibly popular on the platform. Partnering with select food and cooking influencers on Instagram, the TikTok marketing campaign enticed food fans through the app’s #SavorTheFlavor food challenge.

Offering an all-expense paid “foodcation” to New York City’s Restaurant Week for uploading a winning food video, the TikTok Instagram promotion not only encouraged app downloads but also served as an introduction to the platform’s unique content format and creator community.

 

View this post on Instagram

 

I challenge all my fellow foodies out there to download @TikTok and create the most mouthwatering food videos!! TikTok will be selecting 7 video creators with the best food videos to win an all-expenses paid foodcation to NYC Restaurant Week (link in bio). The rules are that you must post a TikTok video using #SavorTheFlavor and #contest, and tag me. I’m tagging @devourpower, @tastesbetterhere, and @mister_krisp krisp to kick off this challenge! #ad No purchase necessary. Contest begins 11/9 at 9am PST and ends 11/20 at 12am PST. Open to residents of the US (excluding US territories) 18+ years old, or with parent/legal guardian permission. Each video counts as an entry, limit 10. Prizes: 7 winners total; each prize includes a 2 night trip to New York, including airfare, accommodations, and 4 meals. Total ARV: $10,000. Void where prohibited. See Official Rules in TikTok’s #SavorTheFlavor hashtag.

A post shared by Chelsey White (@chelsweets) on

Food influencers promoting the contest on Instagram posted videos of savory food preparations time-cut to music—representative of the kind of content found on TikTok. Some of the posts were made with the TikTok app, featuring the platform’s insignia and creator’s username in the bottom right corner. In addition, some creators also shared the videos on their TikTok accounts.

Creators collaborating on the TikTok marketing campaign asked followers to download the TikTok app and take part in the “Savor The Flavor” challenge. The captions tagged the official @tiktok Instagram account and used the hashtag #SavorTheFlavor. Some posts made the sponsored nature of the content known by utilizing Instagram’s “paid partnership” tag, while others used the hashtag #ad within the captions.

Results

Social Reach

  • Instagram followers targeted: 3,261,000

Engagement

  • Views: 1,031,296
  • Likes: 40,318
  • Comments: 405
  • Engagement rate: 1.24%

Preppy Kitchen Preps Decadent Delights

 

View this post on Instagram

 

Who wants chocolate x3 cupcakes??? 🤔 My moist FLUFFY cupcakes have a silky buttercream covered in a decadent ganache 😋 I shot this video using @tiktok. It’s a cool short form content app that you can shoot and edit video on, with lots of fun effects. Anyone want win a free trip to NYC?? TikTok will be selecting the 7 creators with the best food videos to win an all-expenses paid foodcation to NYC Restaurant Week!! Just post your most mouthwatering food video on Tik Tok, use #SavorTheFlavor, #contest and tag me on it! Good Luck!! #ad ✨ No purchase necessary. Contest begins 11/9 at 9am PST and ends 11/20 at 12am PST. Open to residents of the US (excluding US territories) 18+ years old, or with parent/legal guardian permission. Each video counts as an entry, limit 10. Prizes: 7 winners total; each prize includes a 2 night trip to New York, including airfare, accommodations, and 4 meals. Total ARV: $10,000. Void where prohibited. See Official Rules in TikTok’s #SavorTheFlavor hashtag. 🎊 #dessert #foodart #cupcake #buttercream #frosting #chocolatelover #cakelover #instacupcake #instacupcakes #cupcakestagram #cupcakesofinstagram #cupcaketoppers #piping #deathbychocolate #ilovechocolate #cakeporn #coffeelovers #cakedecorating #instasweet #chocolatecake #chocolatecupcakes #chocolatewasted #instacupcakes #cupcakestagram

A post shared by John Kanell (@preppykitchen) on

John Kanell, better known as Preppy Kitchen, is a food-blogging dad in Los Angeles with 781,000 followers on Instagram and 4,600 fans on TikTok. Kanell’s video of a mouthwatering chocolate cupcake being topped off with buttercream and ganache was shot on the TikTok app, while his conversational caption promoted both TikTok and its “Savor The Flavor” contest. Kanell’s post, which used Instagram’s “paid promotion” tag, garnered an impressive 439,628 views, 15,937 likes, and 198 comments, resulting in an engagement rate of 2.07%.

Food With Michel Gives Away Monster Milkshake

Michel Phiphak is a Los Angeles-based food enthusiast and blogger who’s Food With Michel profiles command a strong presence across popular social networks. With 287,000 followers on Instagram and 67,600 fans on TikTok, Phiphak delivers inviting images of delectable eats from a variety of locales.

Showcasing the preparation of a “Thai Tea monster milkshake” at Cafe 86, Phiphak’s video used Instagram’s “paid promotion” tag. Phiphak promoted the TikTok app and “Savor The Flavor” contest in the caption, tagging TikTok, Cafe 86, and fellow foodie friends. The post reached 122,062 views, 5,744 likes, and 40 comments, achieving an engagement rate of 2.02%.

Chelsey White Challenges Fellow Foodies

 

View this post on Instagram

 

I challenge all my fellow foodies out there to download @TikTok and create the most mouthwatering food videos!! TikTok will be selecting 7 video creators with the best food videos to win an all-expenses paid foodcation to NYC Restaurant Week (link in bio). The rules are that you must post a TikTok video using #SavorTheFlavor and #contest, and tag me. I’m tagging @devourpower, @tastesbetterhere, and @mister_krisp krisp to kick off this challenge! #ad No purchase necessary. Contest begins 11/9 at 9am PST and ends 11/20 at 12am PST. Open to residents of the US (excluding US territories) 18+ years old, or with parent/legal guardian permission. Each video counts as an entry, limit 10. Prizes: 7 winners total; each prize includes a 2 night trip to New York, including airfare, accommodations, and 4 meals. Total ARV: $10,000. Void where prohibited. See Official Rules in TikTok’s #SavorTheFlavor hashtag.

A post shared by Chelsey White (@chelsweets) on

Chelsey White of Chelsweets is a self-described “Cake content creator” offering innovative dessert recipes from her home in New York City. Broadcasting to 768,000 followers on Instagram and 74,000 fans on TikTok, White has gained considerable popularity on both platforms with her visually stunning baked goods.

For her TikTok Instagram post, White constructed a triple-layer cake, challenging “fellow foodies” to take part in TikTok’s “Savor The Flavor” contest. Using Instagram’s “paid promotion” tag and #ad, White mentioned the TikTok Instagram account and other food influencers in the description. White’s post received 212,690 views, 8,765 likes, and 32 comments for an engagement rate of 1.15%.

Takeaways

  • Media created on other platforms can be repurposed, remixed, and cross-promoted across multiple social spaces to expand awareness and reach.
  • “Challenges” continue to be an attractive means of promotion, especially when it comes to TikTok marketing campaigns with influencers.
  • Contests generate engagement by offering followers potential value.
  • Food preparation (and other types of time-cut video) work well with TikTok’s short-form, musical format.

March 12, 2019 By Mediakix Team