Why creator marketing?

Today's digital-first consumers are increasingly seeking joyful, entertaining, and authentic interaction with their communities, the wider world, and the brands they buy from. With this shift in expectations toward greater authenticity, brands have to seriously consider how to “humanize" their audience engagement.

There’s no better way to inject authenticity and entertainment into your brand marketing campaigns than through working with content creators, who know the platform and its users best. On TikTok, this is amplified with native content championed by a diverse community of creators.

And we have the statistics to prove it. According to a Neuro-Insight study, users find content on TikTok to be 44% more likeable and 15% more engaging than content on other platforms. That means that audiences find TikTok's immersive, sound-on video viewing experience hyper-relevant and highly engaging. The study also found that ads on TikTok are up to 40% more memorable than TV ads. We've also seen that creator branded content outperforms non-native ad creative with 2x more 6s video views and 2x higher engagement rates on TikTok, the home of authentic, joyful interaction.

Below, you'll find three real-life case studies featuring growth brands in Southeast Asia (SEA). Their stories show how they leveraged TikTok Creator Marketplace to find the right TikTok creators for successful collaborations and a winning TikTok creator marketing strategy.

How to work with creators on TikTok Creator Marketplace

What do fintech company Plentina, online eyewear retailer Peculiar Eyewear, and fashion brand Pomelo all have in common? These three Southeast Asia-based startups wanted to cement their presence among their respective target audiences through seamless, authentic interactions. To achieve their campaign goals, these startups leveraged TikTok's content creator community, as well as Spark Ads – TikTok's native ad display format.

In addition to building brand awareness, Plentina also specifically targeted app installs, while Peculiar Eyewear optimized its campaign for conversions. All three brands ran their creator marketing campaigns on TikTok Creator Marketplace.

Boosting impressions and conversions with TikTok Creator Marketplace and Spark Ads

First, each of the three brands turned to TikTok Creator Marketplace to work with content creators for their creator marketing campaigns. On our first-party marketplace, brands can search for creators, directly invite them to collaborate and execute on campaigns, and view insights into the creators' audiences and performance analytics. For content creators, it's a way to forge new business connections and secure substantial incomes. Both brands and creators use TikTok Creator Marketplace to work on high-quality partnerships and branded content opportunities.

Plentina sought out two local Filipino creators with direct invites on TikTok Creator Marketplace to help explain its value proposition to its target audience in an approachable way. Eyewear brand Peculiar Eyewear found its ideal, passionate creator @anthonybarion and invited him to produce multiple videos for its campaign. Meanwhile, fashion startup Pomelo identified four fashion-focused creators to collaborate on its Chinese New Year campaign, all via TikTok Creator Marketplace in an effortless manner.

Next, the three startups used TikTok's Spark Ads to amplify the videos the creators had produced for their campaigns. Spark Ads are a native in-feed ad format that takes the content creators' organic TikTok posts and inserts them in users' For-You feed. This unique format lets brands publish creators' content with their authorization, and creates a seamless experience for the TikTok community. This way, all views, comments, shares, likes, and follows gained from amplifying the campaign are also attributed to the organic post. Sparks Ads are proven to boost video views and engagement rates, helping to drive full-funnel success.

Finding a winning formula on TikTok Creator Marketplace

With this winning formula, each of the three brands saw highly successful campaigns. Plentina, the Philippines-based fintech startup, attracted more than 20 million video views in less than two weeks, with over 12,000 app installs as a result. That put the campaign’s cost per conversion (CPC) at only 74 US cents.

For Peculiar Eyewear, the eyewear startup, its campaign achieved more than 6.3 million impressions, with brand awareness skyrocketing. Its creator content led to over 3,000 conversions, with an even lower cost per conversion of 69 US cents.

And Pomelo, the startup fashion brand, garnered nearly 5.3 million total video views, with more than 4.9 million impressions, across the four videos it had boosted with Spark Ads. Those videos attracted more than 75,000 likes, meeting their creator marketing objectives.

For each of these brands, the effort was about more than the numbers. The goal was to connect with their respective target audiences in an approachable way and through genuine interactions. Working with content creators on TikTok Creator Marketplace helped them achieve this, as well as using Sparks Ads to amplify the performance of the branded content.

Client Testimonials

“The platform has helped us to speak to our users through user generated content. We hope that in partnering with these content creators, we can make the Plentina service easier to understand by the demographic that we want to serve." Plentina

“It was easy to contact the creator once we picked the right one. Within 24 hours we had received the raw file for edits and comments." Peculiar Eyewear

“The platform was easy to use, without much of an onboarding process needed when I brought in our PR team." Pomelo

Keen to achieve the same full-funnel success for your marketing campaigns? Log in to TikTok Creator Marketplace to run your creator campaigns now!

*This article was first published on TikTok for Business (SG).

On TikTok, holiday content never fails to spread joy. From preparations to celebrations, 42% of users in Australia expect to spend more time on TikTok for festive inspiration.(1) And in the lead up to gifting season, creator collaborations are a great way to spark the festive feels and boost sales for brands.

With an easy-to-use interface, thousands of creators at your fingertips and first-party data reporting to analyze campaign performance, TikTok Creator Marketplace gives you everything you need to kickstart your holiday campaigns and connect with customers, through creators, over the festive period.

3 things TikTok users look forward to during holiday season

Demand for holiday content is growing. Across Australia, there are three main things the TikTok community is looking forward to on the platform:

Shopping and Gifting

It’s gifting season – and the TikTok community is ready for #ChristmasGiftIdeas. In Australia, 72% say they’re looking forward to finding gifts for friends and family.(1) Users are also feeling extra generous this year: users in Australia are 3.4x more likely to increase their gift shopping budget for Christmas 2022.(1)

The Season of #Self-Care

While buying gifts for friends and family are high on the list, Australians are also investing in #selfcare this holiday season, with 65% of TikTok users in Australia planning to pamper themselves in the year-end.(1) Australian TikTok users are also 2x more likely to pamper themselves compared to non-users.(1)

Merry Celebrations

From festive parties to family dinners, the holidays are a time for celebration and TikTok users are searching for inspiration on how to get prepped. In Australia, 77% of consumers are looking forward to dining with family and friends, with TikTok users being 1.7x more likely to try new recipes compared to non-users .(1) As they start planning their festive spreads, leverage on TikTok creators to offer grocery inspiration!

November is the month for festive preparations

Holiday shopping may start as early as September but for the TikTok community, it ramps up in November. In Australia, 7 in 10 TikTok users begin gift shopping 1-3 months before the holidays. Plus, they’re 51% more likely to convince others to buy a product they saw on the platform.(1) Brands should certainly leverage on tapping into creators’ influence and outreach. Partnering with creators ahead of, and during, the November surge gets customers inspired for planning and shopping, boosting festive sales.

How to work with creators for creative holiday campaigns

On TikTok, creator content not only sparks discovery – it leads to purchases. In Australia, 41% have immediately bought something they discovered on TikTok.(1) Inspiration also pays off: users in Australia spend 45% more when TikTok is part of the purchase journey.(1 )

On TikTok, there’s no start or end to the purchasing path – it’s an infinite loop of discovery, consideration, conversion and post-purchase reviews. So, what’s the most effective way to partner with creators and inspire your audience this holiday season? Here are some key content ideas to try:

  • Food and beverage: Involve TikTok food creators to try new Christmas themed recipes (or a spin on traditional dishes) for 12 consecutive days – #12DishesOfChristmas!
  • Beauty: Leverage TikTok beauty creators to bring Christmas looks to life with GRWM videos, beauty wish lists or party look inspiration – #ChristmasMakeup.
  • Gifting: Lean on local TikTok creators to share their best suggestions on where to shop for gifts, as well as to provide gift wrapping ideas – #ChristmasGiftIdeas.

On TikTok, inspiration is everything. This holiday season, find out how to leverage the power of TikTok Creator Marketplace and kickstart collaborations that are sure to spark festive joy.

(1) TikTok commissioned survey conducted by Toluna on Christmas behaviors in APAC, n=6,212 (AU results), Jun-Aug 2022.

Creating lash-curling brand awareness in a highly competitive space

Having seen the success on TikTok with organic content thanks to the #TikTokMadeMeBuyIt trend, Maybelline New York worked with TikTok creators in Australia to drive additional reach and awareness of their Maybelline Colossal Curl Bounce Mascara launch campaign. The New York city-based leading makeup brand had two specific outcomes in mind:

1. Creating awareness of Maybelline as the best mascara brand on the market

2. Driving awareness of the unique benefits of their new Maybelline mascara, Colossal Curl Bounce



Above sales uplift benchmark


Higher Product Awareness


Video Views

They were also eager to capture the attention of Gen Z beauty lovers as the next generation of Maybelline mascara enthusiasts.

Turning up the volume with TikTok Creators in Australia

Maybelline decided to use a combination of content creators and ad formats on TikTok Australia to achieve their goals. Focusing on how the Maybelline Colossal Curl Bounce mascara gets rid of the need for eyelash curlers as well as its 24-hour wear, the TikTok Creator Solutions team collaborated with Maybelline on the creator marketing direction for the campaign, recommending the seven best content creators to align with the brand, as well as providing support on how to work with TikTok content creators from TikTok Creator Marketplace.

Maybelline also chose to test the impact of working with content creators outside their category, engaging both entertainment as well as their usual beauty creators. They coupled this test and learn activity with Spark and In Feed Ads to boost awareness.

Driving sales uplift with TikTok creators in Australia

Adding TikTok to their media plan drove a 4.9% uplift in sales, 75% above the Nielsen AU FMCG benchmark! There was also a 12% uplift in product awareness, 9X higher than the benchmark, with more than 28 million video views achieved during the campaign.

Working with entertainment content creators also produced great results, with @finns.vlogs and @sashamorpeth generating 94K and 96K likes on their videos, demonstrating that audiences resonate with branded content if it aligns with the creators usual posting style. For example, @finns.vlogs created a skit centred around her popular character, the Rich Aussie Mum, to organically incorporate the mascara.

The beauty creators’ videos also provided value in a different way, generating discussion about the products with fellow beauty lovers. On @allthingsolive‘s video, one user even commented, saying “I love this mascara I’m so glad I bought into the hype.”

The campaign achieved brilliant outcomes due to a strong creative idea delivered in partnership with TikTok creators in Australia that resonated with the community – regardless of the category they are most commonly associated with. The team at Maybelline were thrilled with the results and we look forward to driving future business impact for their brand.

Excited to start your own creator-led campaign? Visit TikTok Creator Marketplace and start discovering new creators for your brand!

Loved this read? You may be interested to check out how Mecca drove brand engagement with TikTok creators or how MAGGI used a remix challenge to generate buzz for their new product!

*This success story was first published on TikTok for Business (Australia).

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Driving brand awareness within TikTok community

Swedish beauty and skincare unicorn FOREO wanted to supercharge brand awareness within the TikTok Vietnam community. FOREO used TikTok Creator Marketplace for their first-ever creator collaboration to drive the launch of their new Luna 3 Plus Campaign.



Video views



Expanding campaign reach with diverse TikTok creators

FOREO leveraged the TikTok Creator Marketplace to find a mix of mid and top-tier creators: rare male Beauty/Skincare creator @tran_lam18 (287k followers), @vanmiu_beauty (1.2M followers) known for her dramatic makeup, and skincare mask specialist, @hakhanh_moki (116.3K followers).

Each creator brought their own unique style of doing a FOREO Luna 3 Plus review that generated a high number of video views and user engagement. One best practice observed by FOREO was the brand's use of diverse creators in their campaign, which was a driving factor for the campaign's success.

Driving sales uplift with TikTok creators in APAC

FOREO also launched Spark Ads, which enabled them to amplify the 3 creators’ videos and use them as ad creatives in their brand awareness campaign on TikTok Ads Manager.

 Overall, the creator-led FOREO Luna 3 Plus campaign found a balance in style and popularity. The campaign saw a total of over 15 million video views, with over 63K Likes across all creators’ posts.

Loved this read? You may be interested to check out how Maybelline New York created high brand awareness for their new product launch, or how McDonald’s reengaged with fans using a creative remix challenge on their iconic jingle.

Excited to start your own creator-led campaign? Visit TikTok Creator Marketplace and start discovering new creators for your brand!

Working with TikTok creators to educate and raise brand awareness

Multinational cosmetics brand, Rimmel London, wanted to drive awareness of their new Rimmel Lasting Finish compact foundation, and educate consumers on the importance of a good base care for long-lasting makeup that stays flawless all day.



Ad Recall uplift


Brand Awareness uplift


CPM (Cost per thousand impressions)

The brand was well-versed in creator marketing, but wanted the help of TikTok Creator Marketing Solution's Client Success team to provide them with first-boarding technical support for their creator-led campaign.

Leveraging TikTok Creator Marketplace first-party data reporting

With the help of the APAC Client Success team, Rimmel London (Malaysia) used TikTok Creator Marketplace to discover new creators and create a shortlist for their campaign. The brand chose to work with four mid-tier creators based in Malaysia: @bunsybarb, @haniiiii, @thenictionary, @zatisyazwina. The four creators each showcased the long-lasting power of the Rimmel Lasting Finish compact foundation and Lasting Finish Setting Spray by creating organic content around their daily routine and how their makeup stays transfer- and sweat-proof throughout the day.

Rimmel London (MY) then used Spark Ads to amplify the creators' videos within 24 hours of the videos going live. Spark Ads is a native In-Feed ad display format that enables businesses to boost organic content posted by creators, in a way that looks natural and authentic.

Achieving uplift in Ad Recall and Brand Awareness with TikTok creators

Overall, Rimmel London (MY) saw great results with their creator-led campaign on TikTok Creator Marketplace. The Rimmel Lasting Finish foundation campaign saw a 4.9% uplift in Brand Awareness and 12.3% lift in Ad Recall.

The TikTok Creator Marketplace first-party data reporting tool also made it easy for the brand to track their campaign performance results during and after.

Client testimonal

“The TikTok Creator Marketplace analytics dashboard helped us select creators that were best suited for our campaign objectives and brand guidelines using a data-driven approach. The creators’ content was well aligned with our TikTok media strategy, and the boosted Spark Ads exceeded our expectations for our first-ever TTCM campaign.” – So Bee Leng, Marketing Manager, Coty

Loved this read? You may be interested to check out how Mecca drove brand engagement with TikTok creators or how MAGGI used a remix challenge to generate buzz for their new product!

Excited to work with TikTok content creators? Visit TikTok Creator Marketplace and start discovering new creators for your brand!

Learn More


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