Previous winners

Take inspiration from the winners of the 2024 TikTok Ad Awards. These brands and agencies embraced everything that TikTok embodies, leaning into entertainment, culture, creators and unfussy creative to build campaigns that truly resonated with their audiences.

KPN | Dentsu Creative Amsterdam | A Bigger CircleK

Reaching a new generation with empowering and interactive content

Dutch telecom brand KPN developed the first live talk show hosted on TikTok to provide a safe space and encourage Gen Z to speak up about how the internet affects their wellbeing. During the talk show, the KPN team monitored comments in real-time, enabling live interaction. Special after-show content also connected the audience to experts for tailored advice and resources, encouraging active viewer participation and building a strong community. With the added power of Spark Ads, the campaign achieved impressive results, proving that TikTok is not just a platform for entertainment but a dynamic tool for driving brand engagement and social impact.

Results 

✨ 37.6M views

✨ +3.4% increase in brand perception

✨ +6.7% increase in brand association

HEMA | GoSpooky

Engaging a new audience with a long-term content strategy

Retail brand HEMA created an original TikTok-first series to engage a younger age group for a Back to School campaign. The series followed students transitioning into secondary school, using relatable, dramatic scenarios and instant messaging-style storytelling, embracing a TikTok-native approach by collaborating with creators who incorporated platform trends and TikTok-first filming. Their authentic style, coupled with the utilisation of solutions including Spark Ads, Carousel Ads and Video Shopping Ads, enhanced engagement and extended reach. The campaign also leveraged the popularity of video game Fortnite and engaged the target audience through a unique gaming experience centred on collecting school supplies. A TikTok live stream helped reach relevant audiences and generated traffic to the Fortnite activation, enhancing interaction and gameplay time. When it comes to engaging a younger audience, TikTok's dynamic elements and innovative ad solutions are valuable assets.

Results 

✨ 16.5M views

✨ 276K interactions

✨ 1K Fortnite plays

tess v

Boosting conversions through audience targeting and specific campaign objectives

Fashion brand tess v aimed to drive conversions on TikTok by implementing a multi-stage conversion campaign. The brand launched seven ad groups with a number of creatives that targeted different audiences, with campaign objectives that included page follows, video views, traffic, conversion and product catalogue ads. The campaign leveraged multiple ad formats, such as carousel images, creator partnerships and Spark Ads and targeted multiple specific audiences, ensuring a broad and effective reach. To stay relevant and engaging, the brand posted at least three TikTok videos daily, featuring the latest products and trends in a style that resonated naturally with the audience. High-performing posts were identified for promotion within specific campaigns, reinforcing brand visibility without overtly appearing as ads, and enhancing overall engagement and conversion rates. This winning strategy showcases the value of testing multiple ad formats and targeting strategies in order to find the combination that will drive the best results.

Results 

✨ 26.83 ROAS

✨ +50% ROAS (compared to other platforms)

✨ 2.6K conversions

Bol | DEPT

Generating brand love and affinity through impactful entertainment

Retail brand bol set out to establish brand love and recognition on TikTok, aiming to position itself as a relatable and engaging brand. Targeting the upper funnel and utilising ad solutions including In-Feed Ads, Top Feed Ads and Spark Ads, bol’s strategy was to create entertaining, awareness-focused content that showcases its wide product range and services while staying true to TikTok’s native style. By adopting a test-and-learn approach, the brand experimented with diverse formats – such as puppet shows –before honing a unique voice. A standout example is a video featuring a cat brush named Marcel, a playful, impromptu creation that unexpectedly became a staple of bol's TikTok presence. This adaptable, authentic approach solidified bol’s reputation as a popular and engaging brand and highlights the effectiveness of implementing a test-and-learn strategy on TikTok.

Results 

✨ 294M impressions

✨ 1.4M profile views

✨ 450K website clicks