TikTok has evolved into more than dance trends and lip-sync videos. The short-video platform is one of the most downloaded apps in the Philippines, with a 62.3 million user base that spans Gen Z, millennials, and even older demographics.
In November 2024 alone, Filipino Android users spent almost 35 hours using the app. With millions of active users engaging daily, TikTok has given businesses the power to go viral, drive sales, and build communities like never before.
In this article, we’ll highlight the best TikTok campaigns in the Philippines in the past year, using real case studies. We’ll also explore what made them successful, and how your brand can be, too.
The key to success? Authenticity, creativity, and strategic execution. Let’s dive in.
Case Study 1: TNT’s “Petmaloop Challenge”
Campaign Overview:
With the help of Ace Saatchi & Saatchi, TNT, the budget-friendly mobile brand of Smart Communications, launched the “Petmaloop Challenge” in October 2023.
Reaching 19 provinces, this campaign encouraged Filipinos to capture their happiest moments in their communities with a single TNT-powered smartphone. The challenge? They can only use one phone and pass it along (“join the loop”) to other creators, creating a livestreamed relay.
Not only did it encourage users to showcase their hometown (favorite food stalls, landmarks, etc.) and create more travel-based content, it culminated in a record-breaking livestream—26 hours, 15 minutes, and 29 seconds long—that journeyed from Bulacan to Manila. The campaign earned TNT a Guinness World Record for the Longest Travel Livestream, and won Gold for Best Branding Campaign at the TikTok Ad Awards Philippines 2024.
Results:
- Over 112 million combined views, across different platforms
- 2,528.91% engagement rate
- 8.40% increase in prepaid loading
- 4.21% increase in subscriber growth
What that Meant for TNT:
- An 8% increase in revenue, the highest at that point in the past two years
- An increase of 10% in subscribers reporting ‘good signal’ as a reason for staying subscribers
Why It Worked:
- Authentic storytelling from real creators
- Strong community-based theme
- Unique integration of livestreaming and viral challenges
TNT successfully showed how brands can blend offline experiences with TikTok’s interactive features to generate viral momentum and real-world results.
Case Study 2: Dermorepubliq’s “Dermo Cuties” + Viral Storytelling = TikTok Takeover
Campaign Overview:
Dermorepubliq, a homegrown Filipino skincare brand, partnered with Huskee Digital to build a TikTok content strategy that resonated with skincare enthusiasts. In September 2024, they launched “Dermo Cuties”, a travel-sized version of their best-selling products. Teaser billboards along C5 and EDSA Guadalupe (featuring the line “Swipe right to match with cuties”) tapped into Filipinos’ fascination with love– sparking curiosity and going viral before the TikTok campaign even launched that September of last year.
This wasn’t their first. In April of last year, they put up a billboard that said: “‘Wag na tayo mag-break, please.” (“Please, let’s not break up.”) to a mystery “D” along the C5 Southbound road in Libis. This was viewed by more than 30 million people. Given the showbiz-related buzz, celebrities and influencers like Dominique and Daniel Padilla became the center of interest.
Investing in relatable, localized storytelling through these campaigns, user-generated content, how-to videos, and micro-influencers, the brand became TikTok’s #1 skincare brand during major shopping events like 9.9, 10.10, and 11.11.
Results:
- Recognized the best-selling brand by TikTok Shop Philippines during the 9.9 All-Out Shopping Sale
What that Meant for Dermorepubliq:
- Sold 13,000 units, across 11,000 orders, on November 2024 alone
- Dermorepubliq went from a small local brand to one of the country’s top skincare brands across multiple e-commerce platforms
- Dermorepublique became a case study of success in The Business Manual last December 2024
Why It Worked:
- Used relatable content and intrigue that resonated with the local audience
- Brilliant use of offline + online teaser strategy
- Strategic product positioning and use of trends
Dermorepubliq’s success proves that, even with small, local brands, relatable storytelling adds to success–and even dominates TikTok with a well-executed digital strategy.
Case Study 3: Maggi’s @BarangayNestle TikTok Channel
Campaign Overview:
Maggi, along with Anymind, tapped into the Filipino love for food and community through its TikTok channel @BarangayNestle. The concept was simple: the channel had recipe videos where people could shop for the ingredients used, on the videos themselves.
Results:
- Gold award for Best Performance Campaign at TikTok Ad Awards PH 2024
- Over 50 million product views
What that Meant for Nestle Philippines:
- Recognized at TikTok Ad Awards for successfully creating customers out of viewers
Why It Worked:
- Relatable, snackable content that matched TikTok’s audience
- Seamless e-commerce integration
- Localized content to appeal to barangay-level experiences
What Made These Campaigns the Best?
What do these campaigns have in common? Let’s have a look:
1. Hyper-Local Content
Each campaign celebrated Filipino culture. Whether it was highlighting local communities, showcasing local dishes, or playing with local pop culture, they all highlighted the Filipino value of community and utilized trends to their advantage. Localization played a vital role in relatability and shareability.
2. Cross-Platform Integration
These campaigns didn’t use just TikTok. They extended to billboards, livestreams, and influencer pages, building momentum across multiple touchpoints.
3. Strong Calls-to-Action
From “join the loop” to “shop now” to “swipe to match,” each campaign used strong calls-to-action tailored to TikTok behavior.
4. Influencer and Creator Collaboration
All three brands worked with TikTok creators who had built trust with their followers. Authenticity is key, and using the right creators helped achieve this.
How Other Brands Can Replicate Their Success
These campaigns weren’t just about views. They drove business outcomes: increased sales, new subscribers, and award-winning recognition.
Another key element behind these successful campaigns was strategic collaboration with reputable agencies. While creativity and relevance are vital, brands often need the expertise, media networks, and digital strategy to bring their ideas to life.
This is where a reliable public relations and digital marketing agency can help. Releasing a product, promoting a service, or driving engagement…whatever the goal may be, partnering with the right agency ensures your brand taps into TikTok’s full potential—just like TNT, Dermorepubliq, and Maggi did.
TikTok Campaigns for YOUR Business
The best TikTok campaigns in the Philippines in 2024 proved that brands—big or small—can win big on the platform with the right mix of storytelling, platform understanding, and execution strategy.
As we look ahead to 2025, one thing is clear: brands that invest in authentic, creator-led, and performance-driven TikTok content will lead the way.
Need help launching your TikTok success story? Let’s talk and build a plan to unlock your brand’s potential–together!