Successful TikTok Challenges That Brands Are Using To Go Viral

TikTok is one of the most powerful platforms for brand marketing today. Millions of users scroll through videos daily, engaging with trends, challenges, and viral content. But what makes a TikTok challenge go viral? And how do brands use them to increase visibility, engagement, and sales?

The secret is creativity, participation, and community-building. Brands that launch TikTok challenges invite users to create content, not just consume it. This leads to massive engagement, millions of views, and increased brand awareness.

Let’s explore some of the most successful TikTok challenges and how brands have used them to grow fast.

1. Samsung’s #VideoSnapChallenge – Showcasing Product Features

Samsung used TikTok challenges to promote a new smartphone feature in an engaging way. Instead of just talking about the product, they let users experience it through content.

How It Worked:

• Samsung introduced the Galaxy S21 Ultra with a new video-to-photo feature.
• The #VideoSnapChallenge asked users to capture the perfect photo from a video.
• Creators demonstrated the feature while showcasing their best snapshots.

Why It Was Successful:

• Encouraged user creativity—people experimented with the feature.
• Highlighted product benefits in a fun, organic way.
• Influencers boosted visibility, making the challenge spread quickly.

Results:

• Millions of users engaged with the hashtag.
• Increased interest in the Galaxy S21 Ultra, driving sales.
• Higher brand engagement with younger audiences.

Lesson: A TikTok challenge is a great way to showcase product features in action.

2. Guess’ #InMyDenim Challenge – Fashion Meets Viral Trends

Fashion brands thrive on TikTok because the platform is visual, creative, and trend-driven. Guess nailed this with their #InMyDenim challenge.

How It Worked:

• Users started by wearing casual or “messy” outfits.
• The video transitioned into stylish denim looks after a smooth transformation.
• The challenge used Bebe Rexha’s song “I’m a Mess”, making it more engaging.

Why It Was Successful:

• Easy to recreate—no complex steps required.
• Aligned with TikTok’s trend of transformation videos.
• Music choice made it catchy and shareable.

Results:

• Over 50 million views on TikTok.
• Increased awareness of Guess’ denim collection.
• Sparked a long-term TikTok presence for the brand.

Lesson: Fashion brands should leverage transformation challenges to showcase products in a fun, engaging way.

3. NBA’s #HoopsAtHome Challenge – Sports Content Goes Digital

When the world was in lockdown, sports fans were stuck at home. The NBA used TikTok to keep engagement high with the #HoopsAtHome challenge.

How It Worked:

• The NBA invited users to show off basketball tricks at home.
• Players and influencers joined the challenge, making it even bigger.
• Fans got creative, using household items as makeshift hoops.

Why It Was Successful:

• Kept fans engaged during a time when sports were paused.
• Involved NBA players, adding credibility and excitement.
• Encouraged creativity, allowing anyone to participate.

Results:

• Over 100 million views on TikTok.
• Increased engagement for NBA’s digital content.
• Strengthened NBA’s online fan community.

Lesson: Even industries like sports can stay relevant on TikTok with creative challenges.

4. E.L.F. Cosmetics’ #EyesLipsFace Challenge – The Power of Music

E.L.F. Cosmetics dominated TikTok with a campaign that felt like a music trend rather than an ad.

How It Worked:

• E.L.F. created an original song called “Eyes Lips Face”.
• The challenge asked users to showcase their makeup looks using the song.
• Influencers and celebrities joined in, spreading the trend.

Why It Was Successful:

• Custom music made it unique—people felt like they were joining a viral trend, not just an ad.
• Beauty influencers promoted it, giving it credibility.
• Encouraged self-expression, making it fun for all users.

Results:

• Over 4 billion views on the hashtag.
• One of the biggest brand-led TikTok challenges ever.
• Increased brand recognition and sales for E.L.F. products.

Lesson: Custom music can make a brand campaign feel organic and viral.