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A Year on TikTok: How have key retailers Asos, Very, JD and others acted on the platform?

As TikTok presents its review of British brands' most creative campaigns on "A Year on TikTok 2021," we take a look at some of the retailers' standout performances.

ASOS (@asos) achieved incredible results after its #ASOSAlterEgo Halloween campaign. In an effort to promote the brand's 'Face & Body' offering, ASOS invited the TikTok community to show off their 'alter ego' with spooky makeup. The campaign utilized a range of our advertising formats and solutions, from a branded hashtag, which includes creating videos and encouraging people to share content under the sponsored hashtag, to custom music and engaging well-known bloggers like @jonysios and @challxn. #ASOSAlterEgo has garnered more than 839 million video views in the UK alone, with 283,000 participants.

To celebrate the launch of Love Me Liquid Lipcolour, M-A-C UK & Ireland (@maccosmetics) collaborated with TikTok and Spotify on an industry-first media campaign based on Love Me. With the help of Creative Lab - TikTok's own creative team, the brand created a campaign inviting the community to express their true identity by declaring love for themselves through the lens of a branded augmented reality effect showcasing four different shades of lip color. Along with that, people were able to view M-A-C videos in their feed and jump on Spotify to listen to specially designed empowering playlists.

Very(@veryuk) brought the nation together earlier this year for a giant sing-along of "Our House," an out-of-this-world 80s-inspired madness. Very's goal on TikTok was to raise awareness of its new #OurHouse2021 campaign, combining broad reach with mass participation. The brand used our signature Hashtag Challenge format, which includes creating a video with a sponsored hashtag and encouraging people to share content under the same hashtag, as well as branded effects, such as a pink-themed video frame, to increase engagement with our community. As part of the campaign, Very worked with more than 30 bloggers, including celebrities like Sophie Ellis-Bextor. The result was over 1.7 million plus videos created by over 1 million people.

JD (@jdofficial) certainly captured the spirit of EURO 2020 with #JDPassItOn, which has since racked up 6 billion views. The challenge invited people to share their skills and passion for the beautiful game to the sounds of the new track "2Gether Now," a remixed version of Farm's 1990 classic song and England's EURO 2004 anthem "All Together Now."

Sports and soccer creators like Pele Newell (@pelenewell), Ben Black (@benblackfootball) and Andrew Henderson (@iamandrewhenderson) joined the challenge along with the TikTok community, creating everything from dribbling and celebrating goals, to makeup and dancing inspired by soccer. Developed in partnership with Creative Lab, JD also launched the UK's first augmented reality (AR) shoe fitting for Nike sneakers through TikTok later in 2021.

Earlier this year, the co-op (@coopuk) became the first UK grocer to launch a TikTok-branded hashtag with #CleanitScrunchitCoopit. TikTok's environmentally-conscious community took up the challenge, with influential creators like Nikki Lilly (@nikkililly) and Tom Malone (@tommalone_jr) demonstrating how to easily collect and recycle soft plastics at home. This came after the retailer revealed Europe's most extensive in-store recycling scheme for soft plastics, plastic bags and grocery packaging. #CleanitScrunchitCoopit The challenge has since racked up a whopping 4.7 billion views, and its popularity is a testament to both the TikTok community's commitment to the environment and the co-op's effectiveness in communicating its goals.

#FetaPasta(1.1 billion views), a simple but inventive pasta dish, similarly took over TikTok in 2021, causing a massive surge in sales of feta cheese across the UK. In response, supermarket Asda saw an opportunity to speculate on the popularity of the trend. They introduced a special packet of baked feta pasta containing all the ingredients, making it easy for people wanting to try the recipe at home. It was a great example of why grocers don't have to sit back and watch trends unfold; they can be part of them and use them to drive sales.

Commenting on the list, Chris Boger, general manager, Global Business Solutions, UK, at TikTok, said: "Looking back on what has been another exceptional year in marketing, I am struck by the sheer diversity of brands appearing on TikTok, spanning all sizes and sectors, and the creativity they bring to the platform and community. With TikTok, there is an opportunity to be at the epicenter of the culture - where all marketers aspire to be - and each of these brands has realized this in their own unique way.We are just beginning to unlock the potential of TikTok to help brands unleash their creativity, reach new audiences and monetize their popularity. I can't wait to see the amazing ways they will continue to connect with our community in 2022."

|Our original article is available at this link.