This article will introduce 4 brands that have successfully marketed on TikTok.

1. Puma

Puma is an athletic apparel company, and nearly every post is tagged with a brand name like #PUMAfam, #PUMAfootball.

Videos with #PUMAfootball on TikTok have amassed 159 million views, with pictures and videos of famous footballers wearing Puma boots bringing the topic to the fore, and another hashtag, #PUMAvault, is more related to past Puma seasons products, and brand news.

Tags enable Puma’s marketing team to better connect with the brand’s audience, allowing users to quickly search for brand-related inquiries. Puma has no shortage of advertising budgets, and branded labels are an effective strategy for any company.

2. Chipotle

Chipotle is another brand that has reached its target audience through TikTok. From video release to product launch, Chipotle touched users with raw humor, and a video introducing Pollo Asado racked up 4.2 million views in about a week.

3. Elf Cosmetics

Elf Cosmetics commissioned a parody of Kash Doll’s 2018 hit “Ice Me Out” “Eyes Lips, Face” in 2020, Elf Cosmetics launched a branded hashtag challenge on TikTok, #eyeslipsface, and distributed value through The $250 makeup, skincare product approach encourages users to post dance videos. Videos with the hashtag #eyeslipsface have reportedly been viewed 9 billion times to date.

4. Vineyard Vines

Vineyard Vines is an American clothing & accessories retailer. Below is a TikTok post by Vineyard Vines of a pink whale mascot walking sadly in a garden, titled “This is me being beaten 50 times in the studio by a brat.” This video captures the hot trend, uses Owl City’s “Fireflies” as BGM, and the lyrics “I want to leave” are well combined with the picture, and received a large number of likes and shares from users.