TikTok is an engine for awareness, relevance, and conversion across categories. We’ll dive into three examples of major brands that saw growth this year because they leaned into a TikTok audience.
Lowe’s Partners With Creators
Lowe’s launched a home improvement Creator Network over the summer of 2025, which featured internet and TikTok stars like Mr. Beast, Marson Smith, Kyshawn Lane and Bring Your Own Tools. Dick’s Sporting Goods also opened its own influencer program this year.
Sprite Makes Viral Trend Official Product
Sprite released a limited-time-only product in May of this year called “Sprite + Tea”, inspired in part by social media users steeping tea bags in Sprite. While consumers have been mixing tea and Sprite for years now, the company canonized the flavor combo with official branding and a partnership with Eastside Golf.
The “It-Girl” Ice Cream
Magnum Ice Cream was crowned an “it-girl” accessory by Vogue Business and social media users. Magnum Ice Cream had anything but a chilly year — it went viral with ice cream shell “crack” ASMR videos and a Charli XCX Cannes Film Festival partnership. The brand’s efforts of leaning into youth culture are working — not only did it grow amongst TikTok users, but its total purchasing consideration grew by 4 points amongst Gen Zers.
Read More Case Studies from Fastest Growing Brands 2025
Fastest Growing Brands 2025
In this report, we rank the top 20 brands that have seen the biggest rise in purchasing consideration this year and how that is playing out across the general population and other key demographics. Plus, we profile the brands that have made an impression on consumers.
