The best examples of brands that are a hit on TikTok
Discover 10 examples of brands that are a hit on TikTok and have understood the application's codes to gain visibility.
March 11, 2026
The social network TikTok represents a great opportunity for brands, This is why more and more of them are launching on the platform and using it as a marketing tool, especially to interact with Generation Z.
The numbers speak for themselves: 70% of French businesses present on TikTok claim that the platform has allowed them to expand their customer base. On the user side, 67% say they have seen content published by a brand on the platform. 82% of them discovered brands on TikTok that they had never heard of before.
But if TikTok is therefore established as the ideal application to gain notoriety and expand your customer base, it can also be scary because of its completely different communication codes other social networks. This is one of the reasons why many brands are still hesitant to launch on TikTok.
The best brands on TikTok
If you find yourself in this situation, a good way to take the plunge is to Take a look at what the top brands are doing on TikTok. You can be inspired by the example of these 10 companies that successfully use the platform to launch their marketing campaigns.
1. Fnac @fnac_officiel
We no longer present the French leader in cultural products. To break through on TikTok, Fnac was able to implement an ultra-relevant content strategy, diversifying his speeches to build the loyalty of an ultra-committed community.
On his TikTok account (launched at the end of 2020), you can thus see interviews with artists and transcripts of events (such as the One Piece night). But also recurring programs led by content creators like #1minPourComprendre with @hugodecrypte.
The best practice to apply: to create interesting and captivating content, mix native videos, with a clear editorial line and add unique events to find on the TikTok account.
The best TikTok video:
2. Booking @bookingcom
In a completely different niche, the travel booking service Booking has also found the right formula to be a hit on TikTok. Her marketing weapon of choice: contests to make your community win stays worth up to 10,000 euros.
Booking also knew take advantage of the visibility and creativity of influencers like Johan Papz to broaden its audience. By sharing a vlog of his vacation in a hotel booked on Booking, he communicated about the brand in a natural way in a format well known to his community. But above all, it allows its subscribers to project themselves with their feet in the water and especially makes them want to use the platform to go to the other end of the world.
The best practice to apply: contests are a great way to engage your TikTok community and encourage them to produce organic content around your brand.
The best TikTok video:
3. Tefal @tefal_france
Tefal is the leading brand of non-stick cookware. Although at first glance, it is not the sexiest product to promote on social networks, the company has managed to establish itself on the TikTok platform thanks to a simple but effective strategy.
Tefal started by partnering with influencers in its niche as well as celebrities (like Cyril Lignac) for offer ultra-native recipe videos. The brand has also been able to boost its commitment by organizing competitions, especially during the Christmas holidays.
The best practice to apply: promote its products in action and make you want to use them by focusing on content generated by its users (UGC).
The best video on TikTok :
4. Thank you Handy @mercihandy
As its engagement on Facebook began to run out of steam, Merci Handy, the 100% French cosmetics brand, had the good idea to launch on TikTok in 2019. She especially has knew how to capture authentic and spontaneous codes very quickly of the application to create content that is not necessarily aesthetic, but creative and ultra-inclusive.
Thank you Handy culminate today several million views per month and nearly 500K followers. She even became the first beauty and hygiene brand on TikTok.
The best practice to apply: highlight your visual identity in order to be immediately recognizable and take care of your storytelling.
The best video on TikTok:
5. Caudalie @caudalie
The famous skincare brand was also able to establish itself on TikTok by varying its content: tutorials, behind the scenes of the brand, beauty trends, etc. Caudalie also knew how to federate an engaged audience thanks to a sustained publication rate (nearly 500 videos in less than two years, or one TikTok every two days).
Caudalie also has capitalized on the visibility of its ambassadors, partnering with micro-influencers in its niche such as @carladolier or @selfcareinpajamas. The brand now has nearly 430K subscribers and 2.7 million likes.
The best practice to apply: The brand knows how to bounce back on TikTok trends by sharing videos in front of the camera that plays with the sounds of the moment or reconstructions of movie dialogues. The tone is fun, while maintaining the brand's premium DNA.
The best video on TikTok:
6. WeTheNew | @wethenew
The marketplace for selling and reselling streetwear items has implemented a paid strategy on TikTok. To establish itself in an ultra-competitive vertical, WeTheNew has associated with highly visible content creators on the application, and in particular the influencer Habitue Toi.
By focusing on partnerships with creators who shared its codes, and whose audience was enthusiastic about its products, WeTheNew was able to federate a beautiful community of 457.7 K subscribers.
The best practice to apply: Get your teams involved in your TikTok videos. Turning your employees into ambassadors is indeed a good way to bring your audience into your universe and create a powerful sense of belonging.
The best TikTok video :
7. FitnessPark @fitnessparkofficiel
Recognizing the lead that its competitors had taken on TikTok, the sports hall channel Fitness Park has partnered with our agency to implement your strategy on the platform.
To reach a wider audience and become a reference for sports & strength content, Fitness Park has developed aA strong identity while playing with the codes of the social network that his target was already familiar with.
The best practice to apply: Focus its TikTok strategy on Community Management and TikTok Ads Acquisition These two levers make it possible both to federate a committed community and to convert it into new members.
The best video on TikTok :
8. Sézane @sezane
The fashion brand Sézane, which started and developed mainly online, also understood the codes of success on TikTok. She was able to replicate the recipe that already works on her other communication channels (a great proximity with her customers and a friendly brand image) by adapting it to the social network.
Contrary to the very slick visuals she shares on Instagram, her TikTok content is almost entirely generated by its users. There is a good mix of influencers and anonymous customers who share their favorites, try new pieces and participate in very “Frenchy” challenges (such as the Croissant Challenge).
The best practice to apply: agree to break its very aesthetic brand image in order to share content that is more authentic and focused on its users.
The best video on TikTok:
9 Father & Fish @pereetfishgang
Père et Fish is the first French Gourmet Fish Burger chain. On TikTok, the brand has established itself by posting “amateur” and spontaneous videos, which seem to have been filmed on the spot.
She also has federated a great community thanks to its challenges. For example, Father and Fish challenged TikTok users to come up with a new burger recipe for their restaurants.
The best practice to apply: before you start, take the time to observe and understand the codes and trends of the platform. On TikTok, it's creativity, authenticity, and a healthy dose of fun. Also enter The good graces of the algorithm using trendy sounds and launch challenges (with gifts in the end) to generate flow.
The best TikTok video:
10. Kombo @kombo .co
With Kombo, you can compare the prices of all train and bus companies to find the cheapest ticket.
Focusing on the very visual side of its niche, travel, the brand knew mix inspirational content (like the favorite destinations of the French),Educational content (how to be upgraded by plane) And the more fun videos (the vlog of a trip to Milan with comedian Greg Guillotin)
The best practice to apply: Explore all the content creation opportunities your niche has to offer. Travel is not limited to ultra-polished discovery videos. It can also be an excellent medium to make people laugh and inform (from tips for reducing your budget to tips for becoming an air hostess).
The best video on TikTok:
Take advantage of the marketing opportunities that TikTok offers you
With its 9 million users in France, TikTok is obviously a pool of potential new customers for your brand. But it is also an opportunity to communicate differently with your prospects and to promote your products in a much more authentic way.
Take the opportunity to adopt a more subdued tone, play with your brand image, and create a real connection with your audience. If you need advice to get started and exploit the full potential of TikTok, do not hesitate to contact us!
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