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.

Sony Music Deutschland | B1 Recordings

Harnessing TikTok's creative spirit to send streams skyrocketing

In the end, Sony Music Deutschland took home the coveted Greatest TikTok Europe prize for its incredible Pedro the Raccoon campaign. The campaign captured TikTok’s creative spirit and skyrocketed streams of the song 'Pedro' by Jaxomy & Agatino Romero by using the viral raccoon character "Pedro" to boost engagement. Collaborations with creators like Vici Clausen helped the song go viral, and a dedicated meme account drove mass reach, with one meme alone driving 50M views. The song's original sound page became a hub for user-generated content, with 36 million users using the sound, and the song spreading far beyond Germany, leading to huge global impact across multiple markets. Spark Ads amplified the campaign’s visibility, contributing to over 161 million Spotify streams and the song hitting number one on the Spotify Global Top 50. This underscores how TikTok doesn’t just amplify content – it turns campaigns into cultural movements, delivering tangible and transformative results.

Results 

✨ 161M+ streams

✨ #1 on Spotify Global Top 50

✨ 132K new followers

Ford Deutschland | ODALINE GmbH

Raising awareness of a new product and enhancing brand visibility among target buyers

To launch the Generation 6 Ford Mustang in Germany, Ford Deutschland partnered with popular Mustang creator Jens "Knossi" Knossalla, who received the very first Mustang available in the country to inspire buzz and fomo among potential buyers. Using a strategic approach, TikTok content was published gradually, maximising organic engagement from Knossi's fanbase. Following the initial success, targeted Spark and In-Feed Ads expanded reach to new users. The entertaining content, featuring viral trends such as "Car ASMR" and "What do you do for a living", in Knossi's self-deprecating style, garnered strong engagement and watch times, significantly exceeding campaign KPIs and proving the impact of partnering with the right creator to drive results with your audience.

Results 

✨ 1.8M views

✨ 38K likes

✨ 4.97% view-through rate

Fleurop | Joli Berlin

Supercharging sales by owning a key shopping moment

Every brand has the opportunity to be a winner on TikTok, which is exactly what flower brand Fleurop set out to do. Fleurop's full-funnel Mother's Day campaign began by targeting potential customers five days before the holiday, focusing on video views and community engagement to boost awareness. A trending creator, @paulasenfkorn, was enlisted to promote a special discount code and direct users to a landing page through the use of as Spark Ads. Then, on the day itself, Fleurop increased its campaign budget, highlighting its same-day delivery service in select cities. This made the campaign highly relevant and localised, allowing users to conveniently surprise their mothers and save money with the discount code. The communication continued immediately after the holiday, emphasising the importance of continued gifting beyond special occasions, driving sales and enhancing brand relevance. Fleurop showcased how leveraging a mix of authentic creator content, platform-native ad formats and an impactful paid strategy can deliver outstanding results that far exceed expectations.

Results 

✨ 46% reduction in CPM (vs benchmark)

✨ 166% higher ROAS

✨ 36% lower cost per order

CHECK24

Generating virality and owning a standout moment

Online comparison brand CHECK24 wanted to be the brand of choice during the 2024 UEFA European Championship so it decided to promote its prediction game and app by offering a free PUMA jersey to users who registered. The campaign focused on building hype for the jersey with S park Ads . Next, users were rewarded for wearing the jersey and participating in the prediction game, fostering community interaction. The campaign led to widespread virality, with over five million jerseys distributed and significant community engagement, positioning CHECK24 as a dominant presence on TikTok during the event. As a result of the campaign, CHECK24 was in first place for search results under the term 'jersey' on the platform, demonstrating the effectiveness of community interaction on TikTok.

Results 

✨ 1B video views2.3M unique users reached

✨ 17.2K video creations