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.

Jumpers | Fuego Camina Conmigo

Strengthening brand loyalty and recognition while keeping costs low

By embracing TikTok's dynamic entertainment culture and tapping into trending content, Jumpers effectively captured the attention of its core audience of 18-34-year-olds. Recognising that this demographic craves authentic stories over conventional advertising, Jumpers delivered exactly that: a campaign about creating a campaign with just €1. Featuring grotesque characters, unexpected twists and a clear mission – to promote the new Jumpers crisps – the campaign unfolded in real time, actively involving the audience in decision-making. The strategic use of Spark Ads not only amplified reach – garnering over 23 million impressions and 7 million views – but also significantly boosted brand awareness and consideration. This campaign highlights TikTok's ability to foster deep engagement, build brand loyalty and deliver impressive results in a cost-efficient manner, underscoring its vital importance as an advertising channel for brands.

Results 

✨ 23.3M impressions

✨ +12pp increase in brand awareness

✨ +6pp increase in consideration among 18-34-year-olds

Telefónica | &Rosas | Havas

Celebrating a centenary with a cross-format creative campaign

Telefónica's centenary campaign, “Kisses”, aimed to illustrate the brand's role in fostering human connection since 1924 through the emotive and human gesture of the kiss. Aiming to reach diverse audiences by adapting the message to TikTok's unique, interactive style, Telefónica's campaign utilised a number of TikTok solutions including In-Feed Ads, Top Feed Ads and Top View Ads, the latter of which was deployed on New Year's Day with an Interactive Add-on that included emojis of kisses. This secured 50% share of voice and achieved 14M impressions. Telefónica's widely viewed campaign shows how TikTok can be used as a channel to share messages to a broad, highly engaged audience.

Results 

✨ 70M+ video views

✨ 9M unique users reached

✨ 5.02% engagement rate

Samsung | NIHAO Agency | Starcom

Positioning a brand and product at the intersection of creativity and culture

Samsung’s COOLTURA campaign aimed to elevate awareness of The Frame TV as both a cultural and lifestyle product, distinct for its dual role as a Smart TV and art display. Collaborating with five culture-focused creators, Samsung crafted TikTok-native content that blended art history with trending topics. Samsung leveraged a number of ad solutions to ensure the reach of this campaign, including In-Feed Ads, Spark Ads and Top View Ads. The brand further expanded this with Cooltura Gallery, an interactive retail experience where creators curated art exhibitions, extending the cultural storytelling into Samsung’s retail spaces. The campaign’s high engagement underscored TikTok’s power to connect with audiences on a platform where creativity and culture thrive.

Results 

✨ 25M impressions

✨ 9M unique users reached

✨ +46.5% sales increase

Worten España | MeMe

Enhancing brand visibility with low-cost content

In a unique approach to the 2024 UEFA European Championship, retail brand Worten used a humorous twist to break through the crowded appliance market. Rather than focus on typical Euro-themed discounts on televisions, Worten introduced “Amador,” a vacuum robot programmed to predict Spain’s match outcomes. Inspired by iconic predictors like Paul the Octopus, Amador’s surprising accuracy turned him into a TikTok sensation, engaging thousands and sparking community support. Worten created eight short, spontaneous, homemade videos featuring Amador, each posted a day before Spain’s matches and boosted as In-Feed Ads. His success captured TikTok’s attention, creating high viewer engagement with minimal production effort. As a farewell, Worten held a raffle for the beloved vacuum after the tournament’s conclusion, underscoring TikTok’s power as a dynamic, genuine platform where creative, low-budget content can thrive. be for brands seeking to grow brand love and affinity.

Results 

✨ 80% of total impressions achieved on TikTok

✨244K interactions

✨ 4.81% engagement rate