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.

KolMila1202 | teenk | Young Media

Sparking conversations and driving change

Aiming to raise awareness about sexual harassment and encourage young people to seek help through an anonymous assistance centre, this campaign used music and personal stories to build a supportive community that inspired real change. Leveraging TikTok's sound-on culture, the campaign featured a song with lyrics addressing sexual assault and invited users to share their stories. Amplified as Spark Ads, the campaign sparked powerful engagement, generating over 1 million views and high levels of interaction and engagement. The result was not only increased awareness of sexual harassment, but also a tangible impact, with hundreds of inquiries to the hotline. The success of this campaign highlights TikTok's ability to inspire real-world action, even on a minimal budget, making it a valuable tool for brands and causes alike.

Results 

✨ 1.3M views (+30% above campaign target)

✨ +300% increase in website visits

✨ 25K interactions (+66% above campaign target)

Tara | Social Lions | Union Media

Carving out a niche with relatable content

Diary brand Tara wanted to carve out a unique and engaging presence on TikTok by offering its target audience of young people and parents quick and easy recipes. The brand partnered with creators to share their unique takes on easy-to-make recipes using Tara products, which were soundtracked with the consistent use of the "Terra...Ram" theme. "Terra...Ram" reframed the phrase "Tararam" (a Hebrew word for chaos) into a positive, quick meal solution. The videos were amplified as Spark Ads to reach a broad audience. The content celebrated approachable cooking in TikTok’s informal style, showing beginner-friendly recipes and quick snacks, distancing Tara from high-end culinary content and making it more relatable to TikTok's authentic, diverse audience. This campaign highlights the power of creating TikTok-first when connecting with audiences.

Results 

✨ 3.5M views

✨ 50% Reduction in CPV

Photomyne

Driving app subscription growth

Photo app Photomyne wanted to increase subscriptions so it combined a targeted paid media strategy with TikTok’s unique organic potential. Using precise audience segmentation, conversion-focused placements, and TikTok’s In-Feed Ads, the campaign was optimised for both engagement and reach. Short-form videos, tailored to TikTok’s style, encouraged interaction and resonated with users, leveraging the platform’s engaging nature to amplify reach and maximise subscriptions. This TikTok-first approach ensured high engagement, expanding both brand visibility and conversions across the platform. The results speak for themselves: the dramatic reduction in cost per subscription and install proves that a TikTok-first strategy is not just innovative, but highly effective.

Results 

✨ 87% reduction in cost per subscription

✨ 17% reduction in cost per install

✨ 29% reduction in CPM

Doritos | Adler Chomski | UNION

Leaning into platform elements with a culturally relevant campaign

To debut Doritos' "The Night Snack" positioning, a TikTok campaign emphasised the insight that people reveal their truest selves at night. The content tapped into the relatable, witty “night thoughts” theme, presented in bold, humorous videos that resonated with the platform's tone. Doritos collaborated with four creators who embodied the brand's DNA, each posting 15-second videos created to ensure quality engagement and views. These were then boosted as Top Feed Ads, Spark Ads and TopView Ads. Using relevant hashtags and catchy headlines, Doritos successfully positioned itself as the go-to nighttime snack while creating memorable, culturally relevant content on TikTok. This campaign shows that brands can tap into platform elements to scale messages to broad audiences.

Results 

✨ 8M+ impressions

✨ 500K views

✨ 5% view-through rate