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TikTok’s local brands of the year

Social & Digital

TikTok’s local brands of the year


In 2021, Australian brands and creators turned to TikTok for campaigns. With more than one billion monthly users, TikTok saw trends and cultures come to life. With 2021 coming to a close, TikTok is looking back at the brands that used its platform best. It has taken the time to celebrate brands and SMBs that inspired the platform’s users. 

“Brands in Australia brought us joy and encouraged us to get creative. They reminded us of the importance of being authentic when connecting with the community and were able to engage with a wide global audience. 2021 was the year that TikTok became a launchpad for must-have brands and products that the community loves,” said Brett Armstrong, general manager, TikTok Global Business Solutions, Australia & New Zealand.

Why TikTok?


TikTok is a unique platform. It combines culture, community and commerce, and sets to inspire creativity to the community that can spend a film’s worth of time consuming its content. 

Users of TikTok go onto the platform to find different content. Seventy-nine percent of users find it to be unique. Sixty-eight percent of TikTok users find advertising to be specific to them.

One of the trending hashtags in 2021 on TikTok was #TikTokMadeMeBuyIt. The hashtag encouraged hilarious and heartfelt interactions between brands and customers. It gave brands an authenticity and direct line to its consumers. 

2021 gave brands an opportunity for new and innovative content. With the sky as the limit, this is just some examples of the memorable work from brands. If 2022 is anything like 2021, users are in for a treat.

Best campaigns


  • Athlete’s Foot reimagined TikTok’s For You Page (FYP). Making it a running track, complete with advertising placements acting as signposts for the community. The campaign was an Australian first to use sequential storytelling on-platform. Users had to scroll through their FYP to catch the creator and win a pair of ASICS.
  • MECCA used TikTok to launch an innovative, shoppable livestream. In a campaign with Charlotte Tilbury, the community could easily shop from the MECCA website directly. Using six creators, the campaign fashioned looks with the products from MECCA, bringing the brand to life.
  • Up Bank launched Australia’s first ever gamified effect to drive awareness.The short-form game drove mass user participation. Each user was given the chance to win $1,000 to sweeten the deal.
  • Telstra rolled out a creative paid and organic content strategy on TikTok in 2021. Speaking the language of an under-indexed millennial audience, Telstra embraced the platform as an opportunity to build brand affinity.
  • Maccas celebrated its 50th birthday in Australia. The fast food giant celebrated this milestone by encouraging TikTok users to ‘TikTokify’ its famous jingle. Working with a diverse mix of local creators, “I’m lovin’ it” was spun in many different ways.

Small businesses


  • Goldelucks might have started as a bread shop in Melbourne, but it has since exploded to an international fanbase. Selling its delicious treats, it’s the packaging that has caused a stir. The cake explosion boxes have been surprising and delighting around Australia.
  • Misscustoms blew up in 2021. The talented artist behind the account has been reworking sneakers with custom colourful designs. With over 7.4 million likes, the creator now has a waitlist for her shoes. 
  • BondiBlades used TikTok and saw an uptick of over 20 percent in the first month. After seeing a need for at-home skincare during lockdown, the entrepreneur took to the platform. The key to successful content is showcasing the value of the product in simple videos.
  • ShelbySherrittart is a potter who has clocked up over 1.8 million followers. Following a series she did from her art studio in Ballarat, the account has won the hearts of millions.
  • MaxHawker is the owner of an IT repairs business. Joining the platform during lockdown, the business has grown immensely in popularity. TikTok success has meant that he has now employed two staff members to help meet the demand.

The Wishlist


Did you buy something from TikTok this year? TikTok has been actively encouraging people to buy products. But which products?

  • Aldi Soup Dumplings were made famous on TikTok this year. The crowds flocked to the supermarket to try the mouth-watering budget friendly food.
  • Kmart proved to continue to reign supreme. Videos all over the platform showed budget friendly ways to upgrade your space.
  • Officeworks Magic Sticky Notes that can stick almost anywhere won hearts across the platform.
  • Woolies Boba Tea Kits helped people to bring their favourite drink home with them.
  • Glassons corset top became a favourite after a digital creator rocked it. The top caused mayhem in-store.
Liv Croagh

Liv Croagh was the Managing Editor of Marketing Mag from September 2021 to September 2023.

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