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.

NYX Professional Makeup | Buzzman | ZO

Using TikTok to win over Gen Z and drive record-breaking sales

With its performance stagnating in France, NYX launched a campaign to reignite growth and resonate with a new generation of consumers on TikTok. Its #TrueIDCard campaign sought to authentically represent its audience's identities, so the brand launched powerful and viral videos featuring creators like Bilal Hassani. In his video, Hassani removes his makeup to comply with ID card requirements, symbolising the erasure of identity. Boosted as Spark Ads and Top View Ads , this relatable, creator-led content struck a chord, prompting over 20K people to request their own "True ID". The campaign also led to NYX achieving a 20% sales increase, marking its best sales month. By meeting audiences where they are and delivering authentic, engaging content, this campaign shows how brands can drive meaningful connections, foster loyalty and achieve extraordinary business results on TikTok.

Results 

✨ +11% increase in brand awareness

✨ +28% increase in brand preference

✨ +20% increase in sales

We are Tennis by BNP Paribas | We Are Social

Launching a TikTok presence with an innovative campaign that demonstrated knowledge of the platform

We Are Tennis wanted to burst onto the TikTok scene with a bang and immediately connect with and engage their audience. To show that the brand knew its audience and the platform, it published a number of CapCut templates and made them available to the TikTok community to use and have fun with. CapCut is a video editing tool that provides users with a wide range of video editing functions, filters, audio & visual effects and video templates. The campaign was supported by In-Feed Ads, Spark Ads and Reach & Frequency Ads that were targeted to sports and gaming fans and had an objective of video views. This approach proved the effectiveness of a community-centred presence on TikTok to increase engagement and showcase understanding of audiences.

Results 

✨ 5.9M impressions

✨ 30K engagements

✨ 4.1K new followers

Lidl France | Marcel | Starcom

Engaging a community both on- and offline with an interactive and responsive campaign

Lidl France wanted its slogan 'The true price of good things' to resonate with its audience, so it developed a campaign where the TikTok community would have direct control over the price of a premium product. The brand leveraged the popularity of Lidl trainers and launched a campaign where users' likes determined the discount on the shoes. The campaign unfolded in three phases that leveraged Top Feed and Top View Ads : the first phase teased the offering, explaining that more likes would yield greater discounts. The second phase announced a 24-hour window for users to take part, and the third phase revealed the final discount percentage based on the likes. An in-store display highlighted this TikTok-first sale, perfectly showcasing the interplay between on- and offline strategies. Lidl's success demonstrates how leaned in and engaged communities on TikTok can be leveraged to drive results both on- and offline.

Results 

✨ 25M video views

✨ 26K sales

✨ 3.4K registrations

Spotify | We are Social

Driving mass awareness for a new feature with a dynamic and creative campaign

Spotify wanted to promote its new 'daylist' feature, a hyper-personalised playlist that updates up to 12 times daily to reflect listeners' habits and preferences. Each 'daylist' is unique not only in content, but also in its quirky, automatically generated playlist titles. To increase adoption of this new feature, Spotify collaborated with designers to bring these imaginative playlist titles to life, creating visuals that embody the spirit of each title. Spotify found the perfect advertising solution to accompany this campaign in TikTok's dayparting ad format, which enabled the delivery of time-specific ads that aligned with each unique playlist. This approach showcased how utilising TikTok's innovative solutions as part of a dynamic and creative advertising strategy effectively engages and captivates audiences. be for brands seeking to grow brand love and affinity.

Results 

✨ 2.4M impressions

✨ 66K clicks

✨ 22.2K engagements