Top 5 Most Explosive TikTok Ad Campaigns!

TikTok has become a dynamic playground where brands, advertisers, and sellers can showcase their unique identity. In Vietnam, numerous success stories highlight how brands have leveraged various advertising formats to capture audience attention. Among these, Branded Hashtag Challenge and Branded Effect are the most favored by businesses.

Let’s explore the TOP 5 most successful TikTok ad campaigns in this article!

Branded Hashtag Challenge: VinFast Electric Motorbikes

Branded Hashtag Challenge is an advertising format that harnesses the power of hashtags on TikTok. Businesses can create and sponsor a unique branded hashtag to encourage users to include it in their videos.

One of the most outstanding Branded Hashtag Challenge campaigns was led by VinFast Electric Motorbikes.

Campaign Background

VinFast Electric Motorbikes was a new brand targeting students and young consumers. To promote their two latest electric scooters (Impes and Ludo) and establish market leadership, they collaborated with TikTok to launch an inspiring campaign encouraging Gen Z to embrace electric motorbikes in a fun and creative way.

Campaign Strategy

🔹 Created the Hashtag Challenge #Phieucungxechat, urging users to experience a virtual test drive using Branded Effect.
🔹 Participants could interact with the effect and create their own content—such as dance challenges, transformation challenges, or spontaneous facial expressions to VinFast’s theme music.
🔹 To maximize reach, VinFast combined TopView ads and In-Feed ads, featuring short-form branded video clips to invite users to join the #Phieucungxechat challenge and compete for exciting prizes.

Results

Between May 22 and May 27, the #Phieucungxechat campaign dominated TikTok, drawing massive engagement from students and young consumers:

✅ 60 million impressions
✅ 101,000 user-generated videos
✅ 200 million total views

With such impressive figures, VinFast Electric Motorbikes successfully enhanced brand awareness and created meaningful engagement with its target audience.

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Entertainment with Alpenliebe’s Branded Effect Ads for Halloween

Branded Effect is a type of advertisement that uses stickers, filters, and motion effects to highlight a product, campaign, or brand name. Users can create their own content with branded effects available in TikTok’s video recording filters.

Alpenliebe is one of the rare candy brands in Vietnam that has successfully leveraged TikTok advertising through Branded Effect.

Context

Alpenliebe Mango Chili Salt was a newly introduced flavor, launched during the COVID-19 pandemic in 2019. While unique and deeply tied to local tastes, it was not an easy flavor to appeal to the masses. This posed a challenge for Alpenliebe as a traditional candy brand. The company saw an opportunity in TikTok’s peak popularity and aimed to reach Gen Z in an entirely new way.

Solution

• Created a Branded Effect featuring dynamic graphics of Alpenliebe Mango Chili Salt candies combined with engaging voiceovers to enhance the fun and familiarity.
• Users could “burst” candies into fragments, and their scores would increase as they popped more candies.
• Collaborated with popular TikTok content creators to amplify the campaign’s reach.
• Complemented the campaign with TV advertisements and TopView ads to increase awareness about the Branded Effect challenge.

Results

Leveraging a digital platform like TikTok to engage audiences during an uncertain time turned out to be a successful strategy for Alpenliebe. The Mango Chili Salt flavor was not only well-received but also helped foster a vibrant community of young Vietnamese candy lovers.

• 38 million impressions in just six days
• 495,000+ users engaged with the Branded Effect
• 13,000+ videos created, with an average viewing duration of over 44.8 seconds
• TopView ads achieved a 6-second view rate exceeding 4.5%, surpassing industry benchmarks

TopView TikTok Ads – Maybelline’s Standout Success

TopView ads are video advertisements that last between 5 to 60 seconds and appear immediately when users open TikTok. These ads feature automatic sound and video playback, making them the most premium branding solution on TikTok for maximizing brand recognition.

However, similar to Branded Effect and Branded Hashtag Challenge, TopView ads are not available to all users. To access these advertising formats, businesses must use a TikTok Agency Account.

A prime example of TopView’s branding effectiveness is Maybelline Vietnam.

Context

Maybelline is a leading mass-market cosmetics brand in Vietnam. In this campaign, Maybelline emphasized female empowerment through creativity and self-expression.

Specifically, for the launch of its SuperStay product line, Maybelline leveraged TikTok to reach Gen Z audiences with the bold and catchy slogan:
“Mấy bé lì. Chẳng sợ gì.” (“The fearless girls. Nothing to worry about.”)

Solution

• Implemented a Blasting strategy, combining TopView, One Day Max In-Feed Ads, and Brand Premium Ads to amplify brand presence on TikTok.
• Created dance and music video ads featuring rapper TLinh, singer Naomi, and YenJi.
  • These highly polished TopView video ads instantly captivated users upon opening TikTok.
• Collaborated with popular TikTok content creators such as Trần Thanh Tâm and Minah Phạm to launch Branded Hashtag Challenges and Branded Effects.
  • These campaigns showcased the long-lasting, smudge-proof qualities of the SuperStay product.
  • Leveraging the youthful energy and vast follower base of influencers, Maybelline gained a large number of new fans organically.

Results

With the “Mấy bé lì” campaign, Maybelline not only strengthened brand awareness and inspired young Vietnamese women but also demonstrated the power of TikTok advertising with remarkable results:

• 75,000+ user-generated videos with 173 million total views
• 19 million TikTok users reached in Vietnam
• 31.34% increase in ad engagement rates
• 8.04% growth in brand favorability
• 141.26% increase in brand preference
• SuperStay product sales surged by 790%, and online sales increased by 32.4% year-over-year

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The Most Engaging TikTok Spark Ads Campaign – Mobifone

Spark Ads is a unique ad format where brands use either their own TikTok videos or those created by content creators to promote their products or services. What makes Spark Ads stand out is its ability to blend seamlessly into the “For You” page, appearing like organic content rather than traditional advertisements.

With its low cost and easy setup, Spark Ads is effective not only for large brands but also for small businesses. Mobifone, one of Vietnam’s leading telecom companies, successfully leveraged Spark Ads to engage potential customers on TikTok.

Context

Mobifone, Vietnam’s first and largest telecommunications provider, was established in 1993. To refresh its marketing approach and build brand awareness among a wider audience, Mobifone turned to TikTok to launch a campaign aimed at reaching new potential customers.

Solution

• Spark Ads combined with a lowest-cost bidding strategy was used to promote two new service packages.
• Spark Ads enabled the ads to appear as In-Feed Ads, making them more accessible and engaging for TikTok users.
• The lowest-cost bidding strategy helped optimize advertising expenses while still achieving the desired campaign results.
• The ad videos were designed to be short, humorous, and engaging, featuring Mobifone’s brand ambassador.
• The campaign’s clear and catchy message, “Affordable Packages – High Promotions,” effectively grabbed users’ attention.

Results

Within just two weeks, the Mobifone campaign achieved:

✅ 950,000 users reached
✅ 300,000+ six-second video views
✅ CTR (Click-Through Rate) increased from 2% to 4%

Overall, the campaign was a great success, helping Mobifone explore creative new advertising approaches and expand its audience reach.

Step into the Gaming World with an Innovative TikTok In-Feed Ads Campaign – Võ Lâm Truyền Kỳ

In-Feed Ads are 5-60 second videos that appear between organic content on the For You page. This format is commonly used to drive traffic to landing pages, boost engagement, and increase brand awareness.

If you are a frequent TikTok user, chances are you’ve encountered In-Feed Ads more than once. TikTok actively encourages brands to “Don’t make ads. Make TikToks.” As a result, many brands have embraced the “ads that don’t feel like ads” strategy.

A great case study in the gaming industry that has successfully adopted this approach is Võ Lâm Truyền Kỳ!

Context

VNG, one of Vietnam’s leading mobile game publishers, aimed to launch its latest role-playing game, Võ Lâm Truyền Kỳ 1 Mobile. To boost brand awareness and drive app installations, VNG leveraged TikTok’s advertising solutions in a strategic and flexible manner.

With the goal of increasing brand recognition and accelerating user downloads for Võ Lâm Truyền Kỳ 1 Mobile, VNG effectively applied In-Feed Ads as a key advertising approach.

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Solution

• Launched a One Day Max In-Feed campaign on the game’s release day. To maximize app installations, VNG targeted users who had seen the One Day Max ad but had not downloaded the game, retargeting them with another ad two days later.
• Collaborated with TikTok content creators to develop 40 ad variations, making the game more accessible and familiar to the community. These creators not only leveraged their existing fan base but also helped tailor the advertisements to resonate with a broader Vietnamese audience.

Results

• Higher CTR than average, thanks to the involvement of well-known influencers.
• 46,000+ downloads within the first week of the campaign, with a cost-per-install ratio at 47% of the bid price.
• 450% return on ad spend (ROAS), proving to be a highly cost-effective strategy.

Through creative and smart advertising, Võ Lâm Truyền Kỳ 1 Mobile successfully reinforced its reputation as a leader in Vietnam’s mobile gaming industry.

Conclusion

It’s evident that successful TikTok ad campaigns aren’t solely dependent on using just one advertising format. Besides understanding the platform’s algorithm and selecting ad types that align with the budget, businesses must conduct in-depth research to integrate different strategies effectively.

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