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.

Doritos | Leo Burnett | OMD Romania

Grabbing attention and growing brand love with a custom jingle

Tortilla chips brand Doritos had a problem: Gen Z loves salty snacks, but Doritos wasn't top of mind for them in this category. To combat this issue, Doritos launched #DoritosBoldSquad, tapping into what Gen Z longs for more than anything – a sense of belonging. The campaign aimed to find a new squad on TikTok that would break the mould, follow their passions, and live life unapologetically. This campaign effectively harnessed TikTok's sound-on nature and ability to drive community interaction by pairing a catchy soundtrack with targeted advertising formats like Top View, Top Feed and In-Feed Ads. A collaboration with creators to produce authentic, native content further amplified the campaign’s reach and resonance. The campaign's success in boosting brand love and driving sales proves that TikTok is a powerful platform for brands seeking to capture attention and foster engagement among their audiences.

Results 

✨ +3.4% increase in brand perception

✨ +7.8pp increase in market share growth within Tortilla Chips category

✨ +9pp increase in consideration

Kaufland Romania | UM Romania

Developing original brand positioning to stand out in a crowded competitive landscape

Hoping to stand out In a crowded competitive market, hypermarket brand Kaufland Romania launched a fresh campaign on TikTok to generate buzz and community interactions for its new festival. Using Spark Ads, the brand amplified creative content showcasing the festival’s ambience through interviews, daily highlights, contests, collaborations with creators and more. The brand tapped into the best of the platform by utilising transitions and unique hooks to drive engagement. This strategy provided a culturally relevant, entertaining experience that resonated with audiences, successfully differentiating the brand and enhancing community connections. The campaign demonstrates just how effective TikTok is at helping brands find and exploit their point of difference among their target audience.

Results 

✨ 3.2% CTR (vs 0.4% average)

✨ 7.7% engagement rate (vs 1.6% benchmark)

✨ 18% view-through rate

Komputronik S.A. | Sales&More S.A

Powering lower-funnel performance with a data-driven strategy

This campaign for tech brand Komputronik S.A. successfully shifted its TikTok strategy from brand awareness to becoming an effective sales channel, reaching a new audience with accessible, relatable messaging. Key elements included simplifying technical language and crafting a unique brand tone that turned engagement into real transactions. Diverse content – like product reviews, special user-requested offers and exclusive promotions – was paired with TikTok-specific discounts and interactive overlays. Leveraging data connections such as TikTok's Pixel, Conversion API, and precise tracking enabled optimal ad effectiveness and enhanced targeting, with a mix of new user acquisition and remarketing tactics. The brand was also able to focus performance solely on post-click engagement, resulting in a campaign that surpassed previous sales results with a blend of creativity and data-driven strategy. The success of this campaign highlights the importance of implementing robust data connections such as TikTok Pixel to enhance platform performance.

Results 

✨ +940% increase in sales value

✨ +759% increase in sales

✨ 6x higher ROAS

LIDL Poland | Space Cat Industries

Building brand loyalty through humour and community engagement

Lidl Polska aimed to launch its TikTok profile with a bold approach that would capture attention and differentiate it within a crowded market. Its strategy focused on entertaining and engaging storytelling, featuring employees and creatively showcasing products and promotions through humorous content. The campaign unfolded in five phases, each with tailored media assets. The first phase leveraged Auction Ads to tease the brand's new employee ambassadors and then Top View Ads to launch the ambassadors. Then Polish creator Łatwogang revealed a riddle about a prize hidden in a Lidl store location which was boosted as Spark Ads to encourage watch-through rates. This campaign proves the impact of a multi-phase strategy in distinguishing the brand and driving engagement and community loyalty on TikTok.

Results 

✨ 7.3M reach

✨ 95K new followers

✨ 100% discount code redemption