3 brands embracing user-generated TikTok content

Latest TikTok campaigns from Menulog, KFC and Lenovo tap into interactions with consumers as part of efforts to better engage younger consumers

Three leading brands have taken to TikTok with fresh user content-driven marketing campaigns aimed at elevating engagement with younger audiences.

Following the success of its #DeliveryDance user-generated content competition in July, Menulog this week launched the new #DeliveryDressDown challenge, asking Australian consumers to share how they dress down into comfortable clothes for food delivery at home.

The campaign, created in partnership with Connecting Plots, asks users to jump cut from one outfit to another in time with the music to celebrate the decision to stay in and order-in food. A song was created specifically for the TikTok campaign by Australian DJs, Mashd N Kutcher, and features an instrumental version of the iconic Snoop Dogg Menulog rap released earlier this year.

The campaign has debuted with 30 local TikTok creators, including Jamie Zhu, The Rybka Twins and The Chainz Family, all sharing their own versions of dressing down.

“TikTok is one of the emerging channels we’re particularly interested in for reaching and connecting with younger audiences,” Menulog CMO, Simon Cheng, commented. “We’ve absolutely loved watching the creative ideas from the community and seeing how users are engaging with our brand in a way that’s unparalleled to other social channels.”  

TikTok Australia GM global business solutions, Brett Armstrong, said the Menulog campaign taps into the social media platform’s strengths. “By giving the community a call to action based on a simple and relatable idea - that staying home and ordering in is a joy worth celebrating - they’re allowing creators to have fun with their brand and interpret Menulog’s message in their own unique way,” he said.

Donning a virtual bucket

Also launching this week is a new TikTok campaign from KFC to recruit a new batch of bucketheads to support the forthcoming Australian cricket season.

Mansour girls and Benny Turland don the virtual bucketCredit: TikTok
Mansour girls and Benny Turland don the virtual bucket

The campaign centres around a recreation of the KFC bucket as a 3D branded effect, which the brand claims is the first use-case of the 3D capability within TikTok. The work was developed by Ogilvy, opr and Mediacom and gives cricket fans the ability to wear a bucket while at home and still participate in the 2021 buckethead challenge even if they can’t be at a live venue.

KFC has also engaged several creators including Benny Turland, Mansour Girls, Nat Alise and Alex Hayes to don virtual bucketheads and participate in the #Buckethead hashtag challenge. The name of the game is to encourage platform users to create a unique dance based on popular umpire calls. The campaign will also rollout via TikTok’s top view and in-feed ads to drive further awareness during the Cricket this summer.

“2020 wasn’t exactly the year we hoped for, but at least we can end it on a high with an Aussie summer of cricket,” KFC Australia marketing director, Sally Spriggs, said. “While the cricket season may look a little different this year, we're excited to partner with TikTok to give fans a chance to don a Buckethead, even if they can't get to a game.

“This campaign will add to the fun and excitement that comes with the game and we're looking forward to seeing fans cut some shapes."

A TikTok sitcom

Meanwhile, as part of their new #ForAllofUsFridays campaign, Lenovo and Intel joined forces with creative agency, SuperHeroes, to launch what it claims is a first for the social media platform: The first TikTok Sitcom, Almost Home For the Holidays.

Credit: Lenovo

Much like a classic sitcom, the story was told over five TikTok videos featuring TikTok #actingchallenge Queen, @ElianaGhen, performing her part from the script supported by the viewer’s lines superimposed on the video. The Sitcom’s final 3-minute episode, entitled ‘Almost Home for The Holidays’, premiered in three parts on 27 November on @ElianaGhen’s TikTok.

The story followed the adventures of a woman trying to get home for the holidays in spite of new airline safety regulations, a power-hungry ticket agent, and an emotional support animal named Sparkles. 

“TikTok is the perfect platform to try something like this, because the audience loves innovative content, and everyone is so open to collaborate and be creative,” Ghen said.

The videos reportedly racked up millions of organic views and thousands of duets. The best ones were selected and stitched together to use in the final cut.

“Using TikTok like this is exciting. It’s opening a box full of inspiration, so much enthusiasm, even though people didn’t really know what to expect” says SuperHeroes ECD, Rogier Vijverberg.

Lenovo’s Sitcom builds off the broader ‘For All of Us’ global campaign, which aims to create experiences suiting different personality traits of the brand’s audience across various social and digital platforms. The campaign is tied to Lenovo’s Yoga laptop and recently launched Intel Evo platform.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.



Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.


What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in