With the development of ugc, the community of KOCs and KOLs on TikTok also has a certain influence on users. Many businesses have added KOLs and KOCs to their promotional strategies on TikTok. However, before the TikTok Branded mission was born, this form was still simple. Until TikTok officially introduced the Branded mission solution. This solution allows brands to connect with the community of influencers, call on them to join their community, participate in the content creation program and use those videos for the business's promotional program. This is considered a solution that brings opportunities and benefits to both sides. In this article, we will analyze the TikTok Branded mission in detail, how it works and the benefits it brings to brands. The last part will be examples of successful TikTok branded mission campaigns. 

What Is TikTok Branded Mission?

TikTok Brand mission is a solution that helps businesses connect with the creator community, thereby maximizing the power of content creation to increase the spread to viewers. This solution allows creators to participate in the promotion process with videos produced by the creators themselves, videos selected by brands will be promoted on the platform.

This is a form of 2-way interaction, opening up opportunities for both businesses and content creators. KOCs participate in creating content and receive income from videos, brands also choose the most attractive content, suitable for their advertising campaigns. In addition, brands can take advantage of the influence of KOCs to get closer to customers.

For this solution, brands can:

Attract people to participate in campaigns: Brands can send information about the campaign to creators to call on them to join the campaign. This information can include ideas, concepts, and campaign-related requirements.

Allow creators to participate and share brand-related videos: This is the key point of this solution, creators are free to create videos that suit the business's purpose. From there, businesses will choose the videos they love to promote.

Explore and interact with a diverse creator ecosystem on TikTok: Instead of spending a lot of time searching and selecting KOCs to participate in brands' marketing campaigns. Brands can easily reach KOCs through TikTok brand missions. Here, brands can also expand their network of KOCs, maintain contact and cooperate with them through this platform.

How Branded Mission TikTok Works?

When it comes to the features and benefits that the TikTok mission Branded solution brings, many people feel that the operation process of this solution may be complicated and have many obstacles for small businesses or startups. However, this process is quite simple, the complex problems are solved by TikTok.

Create Campaign

Brands will start by initiating campaigns, which also includes a clear description for the campaign with information related to the audience, goals, requirements, and specific instructions for creators.

Participate in Creation

Creators only need to be over 18 years old and have over 1,000 followers to be eligible to participate in brand campaigns. Creative videos will be sent to businesses for them to evaluate and choose.

Select Content

After receiving content from creators, brands will begin to evaluate and choose videos that they love and think will be effective when advertising on a large scale. TikTokers whose videos are selected will receive benefits from TikTok and the brand, these rewards are intended to encourage them to continue creating content on the platform.

Promotion and Amplification

After selecting suitable videos, businesses will promote them to be able to expand their reach to more viewers, helping businesses increase their recognition.

Advantages Of TikTok Branded Mission

TikTok Branded mission opens up opportunities for businesses to collaborate with the creator community, from which businesses can leverage resources from creators to achieve their marketing goals.

Active community participation

TikTok Branded Mission engages the platform’s active community, encouraging users to participate directly in the campaign. By inviting creators to produce content, brands foster a sense of ownership and excitement among users, increasing overall campaign visibility and authenticity.

Increased visibility and reach

Brands can achieve higher reach and visibility than before through the community of followers of creators, which is also one of the important reasons why businesses consider collaborating with KOCs as an effective marketing strategy.

A campaign created by a brand can attract many creators to participate, they will share brand-related content with followers, which will be related to the ripple effect, helping the brand become more known to many people.

User-generated content

We have shared about the benefits of user generated content before. The reason UGC has emerged and is loved by users is because information related to products and brands is shared from the perspective of users, people who have experienced the product. Viewers tend to trust information shared by people who have experienced the product more than from the brand.

When creators participate in challenges at Brand missions, brands will receive a lot of UGC and take advantage of it to promote and build trust.

Tracking and analytics capability

TikTok provides tools to measure and evaluate the effectiveness of campaigns at Brand missions. Therefore, businesses can fully evaluate whether the campaign is effective or not, based on the data to be able to make appropriate decisions for future plans.

Successful TikTok Branded Mission Examples

TikTok's Branded Mission feature allows advertisers to crowdsource creative content from TikTok users, fostering user engagement and generating authentic content. Below are a few successful examples of brands that have effectively used Branded Mission campaigns:

1. PepsiCo – #PepsiChallenge

Objective: PepsiCo launched the #PepsiChallenge to engage younger audiences by encouraging them to showcase their creativity in a fun, refreshing way.
Execution:

• Pepsi invited creators to upload videos of themselves taking the "Pepsi taste challenge" with unique twists.

• Winning videos were featured in Pepsi's official campaigns.
  Results:

• Over 500 user submissions within the first week.

• The hashtag received over 10 million views and significantly boosted brand engagement.

2. MAC Cosmetics – #MACAltLook

Objective: Promote MAC's alternative makeup line and attract Gen Z consumers.
Execution:

• MAC asked TikTok users to create bold, experimental makeup looks using their products.

• Participants competed for a chance to be featured in MAC’s social media campaigns.
  Results:

• Over 800 pieces of user-generated content.

• #MACAltLook garnered 45 million views in a month.

• A surge in sales of featured products during the campaign.

3. Subway – #MakeItWhatYouWant

Objective: Subway wanted to engage audiences by showcasing their sandwich customization options.
Execution:

• Subway asked TikTok users to create videos showing their dream Subway sandwich creations.

• Creators with the most innovative videos won free Subway meals for a year.
  Results:

• The campaign resulted in 200+ creative submissions.

• The hashtag #MakeItWhatYouWant surpassed 15 million views, helping Subway drive in-store traffic.

4. NFL – #GameDaySnacks

Objective: Boost engagement during the football season by associating with food brands.
Execution:

• The NFL encouraged fans to share their favorite game-day snacks in creative ways.

• The best submissions were featured in NFL highlight reels.
  Results:

• Increased social engagement during game days.

• The hashtag drove 12 million interactions and aligned snack brands with football season.

TikTok Branded Mission Practices 

To maximize the impact of your TikTok Branded Mission campaigns, it’s essential to adopt strategies that resonate with the platform's unique culture. Below are three effective practices:

Go Niche

TikTok thrives on niche communities and subcultures, making it an ideal platform to focus on specific audiences with shared interests. By targeting a Tiktok niche, brands can create campaigns that feel personal and relatable, driving higher engagement. This approach ensures that content resonates deeply with a select group, positioning the brand as a trusted member of that community. For example, a fitness brand might design a campaign inviting creators to showcase unique home workout routines using branded equipment, effectively reaching health-conscious TikTok users who are already interested in fitness content.

Be a Storyteller

Storytelling is at the heart of TikTok’s culture. Successful Branded Mission campaigns leverage this by encouraging creators to share authentic narratives that showcase how a product or service fits seamlessly into their lives. Stories evoke emotions, making content more engaging and memorable while fostering a deeper connection with the audience. A skincare brand, for instance, could ask users to document their skincare journey, sharing before-and-after moments that highlight the benefits of their products. This personal touch not only humanizes the brand but also inspires potential customers to engage.

Be a Hub

Positioning your brand as the centerpiece of a trend or movement can amplify campaign impact. By creating a branded hashtag, you can foster a sense of community, encouraging users to participate and share their creativity. A strong branded hashtag also builds a portfolio of user-generated content, increasing visibility and extending the campaign’s longevity. For instance, a beverage brand could launch a #SummerSipChallenge, prompting users to share fun, creative ways they enjoy the drink during summer activities. Such campaigns turn the brand into a hub for creativity, keeping audiences engaged even after the initial launch.

By focusing on niche audiences, embracing storytelling, and becoming a central hub for engagement, brands can create powerful TikTok Branded Mission campaigns that drive meaningful results while staying authentic to the platform’s culture.

Conclusion

Brands have the opportunity to search for brand-related content from the KOL and KOC community and use them for promotional campaigns, increasing campaign effectiveness through the TikTok Branded Mission solution. This solution benefits both parties involved, including brands and creators. It creates brand-related content to increase the spread to users.

Many businesses have quickly taken advantage of this solution to increase visibility as well as increase the number of successful users. Take a close look at these cases, you may be inspired by it.

TikTok advertising requires advertisers to have a good understanding and a lot of experience to ensure effective campaigns, if you need support on TikTok ads, feel free to contact us.