TikTok’s in-app e-commerce platform TikTok Shop has launched a B2B advertising campaign targeting challenger brands.
The ‘Be Iconic on TikTok Shop’ campaign aimed to drive growth among SMEs by pitching the social commerce platform as “a trusted and powerful discovery” channel for brands, it said.
“TikTok Shop is fuelled by iconic British businesses, and our new advertising campaign brings to life the sheer commercial potential selling on our platform brings,” said Nora Zukauskaite, integrated marketing director at TikTok Shop UK & Europe.
The series of six “light-hearted” videos – which will run until September on LinkedIn – feature various influencer characters delivering a streamed shopping session, who then break the fourth wall to talk directly to prospective sellers about why they should be on TikTok Shop.
The videos are being supported by comprehensive paid and organic LinkedIn marketing, including carousels, single-page ads, and thought leadership posts.
Several TikTok Shop businesses feature in the campaign including World Food Shop, Herbal Dog Co, Tommee Tippee and Nature Spell.
TikTok Shop was launched in the UK in 2021, allowing users to “transition from product discovery to purchase in just seconds” TikTok said. That involves video content posts with embedded ‘buy’ buttons, and the ability to make products shown in live streams instantly shoppable.
Several fmcg brands are using it to sell products directly to users, among them Nivea, Britvic, Andrex, The Chuckling Cheese Company, Free Soul, Wellgard and Ooh & Aah Cookies. In February, Lidl laid claim to be the first supermarket to sell through TikTok Shop, with the launch of high-protein products for gym users.
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