TikTok launches international advertising platform campaign, strengthening the integrated 'discover to purchase' positioning
TikTok launched a new international marketing campaign this week, focusing on its advertising platform's connective role across the full 'discover-consider-act' journey. The new slogan 'Watch it. Love it. Want it.' marks the platform's extension from entertainment to shopping scenarios. The campaign cites Ipsos research and data from Germany, the UK, the EU, and other regions, showcasing the growth momentum of TikTok Shop, and references third-party reports disclosing 2025 GMV-related figures.
TikTok launches new marketing campaign for international ad platform
TikTok this week launched an international marketing campaign for its advertising platform, aimed at highlighting the growth of in-app shopping options and its role as a "discovery platform" for a growing user base. The campaign's core slogan is "Watch it. Love it. Want it." TikTok says this tagline reflects how its use cases are expanding beyond entertainment.
TikTok said in an official statement: "People come to TikTok to discover new things, engage with content they love, and join in on what matters to them. From independent creators to global businesses, all kinds of merchants are leveraging this journey to drive real results."
Focusing on the "mid-funnel" stage: connecting discovery and purchase
According to TikTok, the campaign aims to show how the platform "integrates discovery, consideration, and action in one place." The company said: "As consumer habits shift toward more deliberate and considered purchasing behavior, research shows that the so-called 'mid-funnel' (the consideration stage) has become a key pressure point for brands seeking growth." TikTok added that in the past, "advertisers often had to piece together multiple platforms to build awareness and then drive sales; on TikTok, these moments are connected."
Key data: Ipsos research and multi-market performance
TikTok says the resulting data speaks for itself:
- Ipsos research shows that TikTok is rated as the most influential platform during the consideration stage.
- Ipsos also found that 93% of TikTok daily active users say they use TikTok as a research platform before making a purchase.
- In Germany, one in seven shoppers has purchased at least once through TikTok.
- Additionally, 31% of online shoppers in the UK now make purchases on TikTok.
TikTok also revealed that the number of TikTok Shop merchants in the EU has now exceeded 100,000, further strengthening its ability to connect as a discovery and purchase tool.
Category performance: fashion leads, beauty sees significant growth in the UK
TikTok says fashion is the best-performing category in-app, followed by beauty, home appliances, and tech products. The company said: "In the UK, TikTok Shop recently disclosed that the beauty category grew 60% year-over-year in 2025, making TikTok the fourth-largest beauty retailer in the country."
Strategic context: benchmarking against Douyin, betting on live shopping
Given the growth trajectory of TikTok's shopping business, it makes sense for the platform to realign its marketing around these expanding behaviors. This move will also help TikTok drive in-app shopping and potentially bring more revenue to the app. TikTok has been working to integrate direct shopping features into the app, following the strategy it used to develop Douyin (the platform's original version) in the Chinese market.
According to KrAsia, Douyin generated over $500 billion in gross merchandise value (GMV) in 2025. Marketing Maze reported that TikTok achieved $26.2 billion in GMV in the first half of 2025. Clearly, company management sees this as a significant growth opportunity, which is why it continues to expand in-app shopping promotions to global audiences.
This new campaign aims to build on this momentum, encouraging more brands to consider launching their own TikTok Shop businesses.