TikTok looks back at the Australian brands and businesses that defined 2021


• “2021 was the year that TikTok became a launchpad for must-have brands and products”

As 2021 comes to a close, TikTok is looking back on the year that was and highlighting how Australian businesses used the app. More than one billion people turned to TikTok this year to be entertained, and part of the entertainment came from brands and products.

“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.

See More: TikTok announces new transparency reports and transparency centre

Year on TikTok 2021 looks at three categories.

CRACKIN’ CAMPAIGNS – The Australian brands and content strategies that have shown the world how it’s done

Athlete’s Foot (@theathletesfootaunz) – Reimagined TikTok’s For You Page as a running track, with advertising placements acting as signposts for the community. The campaign was the first in Australia to use sequential storytelling on-platform, where users had to scroll through their For You feed to catch the creator to win a pair of ASICS Kayanos.

MECCA (@meccabeauty) – Launched a shoppable livestream campaign with Charlotte Tilbury, where the TikTok community could shop from the Mecca website directly from videos. In this campaign, six TikTok creators fashioned looks with Charlotte Tilbury products from MECCA, bringing the brand to life.

Up Bank (@upbanking) – Launched Australia’s first ever gamified effect to drive awareness, brand love and recognition on the platform. Their interactive ad execution drove mass user participation through a fun short-form game that gave users the chance to win a $1000.

Telstra (@telstra) – Rolled out a paid and organic content strategy that speaks the language of an under-indexed millennial audience. Telstra has embraced TikTok as an opportunity to build brand affinity, and translate often tech-focused or complex messaging in an engaging way.

Macca’s (@mcdonaldsau) – A focal point of their always-on TikTok content to connect with audiences far and wide, Macca’s celebrated their 50th Birthday milestone by ‘TikTokifying’ their famous “I’m lovin’ it” jingle. Macca’s worked with a diverse mix of popular local creators to put their own spin on the brand’s jingle.

SMALL BUT MIGHTY – The Aussie small businesses that touched the community’s hearts this year

@goldelucks – Starting as an old-school bread shop in Melbourne, since joining TikTok, Goldelucks regularly sells out of the treats they now deliver nationwide, and the small business has an international fanbase. Their successful cake explosion boxes have been surprising and delighting the country over.

@misscustoms – This Australian artist has been capturing the imaginations of people all around the world with her colourful custom sneaker designs, and now has a waitlist that is in demand. 

@bondiblades – After seeing a need for at-home skincare during lockdown, this mum-owned SMB took to TikTok to launch her product and attributes her success to leveraging her presence on the platform. For example, in her first month of advertising on TikTok, 20% of her sales were coming via the platform. Key to this SMB’s success is showcasing the value of their product in simple and engaging ways.

@shelbysherrittart – An Aussie potter and ray of sunshine, Shelby has clocked up over 1.8 million followers for the series she films from her art studio in Ballarat. This series has propelled her take on 70s slip casting pottery into the spotlight.

@maxhawker – Owner of IT repairs business Hawker IT, Max Hawker joined TikTok in COVID-19 lockdowns and started sharing videos doing what he does best. His popularity on TikTok translated to Max receiving over 200k visitors on his website per month and employing two staff members to meet demand. 

THE WISHLIST – The products that had Australia talking, and shpping, this year

Aldi Soup Dumplings – Although Woolies dumplings gave them a run for their money, Australians flocked to Aldi after tuning into roadtests of budget-friendly dumplings.

Kmart Finds – Australia further indulged its love of Kmart, with videos prompting us to add the latest picks from Kmart to our trolleys.

Officeworks Magic Sticky Notes – Sticky notes you can stick almost anywhere won over people’s organisational hearts

Woolies Boba Tea Kits – a recommendation to help make a favourite beverage at home

Glassons Blue Corset Top – after being rocked by @sophadophaa, this became the new go-to top

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