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.

NOW | BCube | Wavemaker

Tapping into the platform to mine viral content and boost awareness

TikTok’s interactive and community-driven nature offers brands an opportunity to create meaningful connections and achieve exceptional results. NOW’s campaign, for the 17th edition of X Factor, perfectly illustrates this power by using user comments to create a bespoke indie track. Tapping into TikTok as a sound-on, music-centric platform, the campaign, boosted by ad solutions like Top View, Top Feed and In-Feed Ads , achieved remarkable success, not only amplifying brand awareness but also strengthening NOW's connection with its audience. NOW's successful campaign underscores how embracing the platform’s interactive culture and leveraging its creative tools can help brands truly elevate their campaigns.

Results 

✨ 19M views

✨ 253K interactions

✨ 25K new followers

Perfetti Van Melle (Chupa Chups) | Selection

Merging music and creativity to relaunch a product

In 2024, Chupa Chups reintroduced its Melody Pops lollipops worldwide, featuring an updated concept, new flavour and redesigned packaging to attract younger audiences. Capitalising on Melody Pops' unique whistle design, the campaign embraced music – a major cultural touchpoint for young consumers, and a special part of TikTok, the sound-on platform. To fully engage the TikTok community, the brand partnered with three popular music creators to develop new songs that showcased a creative use of the product. The TikTok campaign featured a bundling of premium products, including Top Feed and In Feed Ads , optimised for reach and video views. The success of the campaign proves that tapping into the platform's creativity and joy pays dividends.

Results 

✨ 97.3M impressions

✨ +23.4% lift in ad recall (100% above benchmark)

✨ +30.1% lift in brand awareness (159% above benchmark)

WeRoad

Measuring impact and optimising strategy

To gauge TikTok's effectiveness in driving website conversions and increasing searches for WeRoad’s brand and generic travel keywords, WeRoad activated a Search Lift and Conversion Lift Study . This approach tracked incremental lift by dividing audiences into test and control groups, with test audiences exposed to TikTok ads. Integrating foundational tools like Pixel, Events API , and Marketing Mix Modelling (MMM) provided a holistic view of TikTok's impact. The campaign delivered significant results across multiple funnel levels, with KPIs highlighting TikTok's positive impact, demonstrating the importance of looking beyond last-click measurement and leveraging platform-specific measurement solutions to reveal the power of your TikTok campaigns.

Results 

✨ +15% lift in generic keyword searches

✨ +22% lift in brand keyword searches

✨ +31% lift in booking intent

Danone - Actimel | VML Italy srl | Mindshare

Turning niche topics into trends and engaging younger audiences

Actimel launched a TikTok campaign to position itself as the go-to immune system ally, translating its established offline credibility into engaging online content. Recognising TikTok as an ideal platform to make immune health a trending topic, Actimel teamed up with weather expert Colonel Mario Giuliacci to highlight the importance of the immune system, especially during seasonal changes. The campaign's content integrated humour and popular formats like unboxing and "get ready with me" in videos boosted as In-Feed Ads . By embracing TikTok’s authentic, trend-driven style, Actimel showed how brands can use the platform to effectively reach new consumers. be for brands seeking to grow brand love and affinity.

Results 

✨ 112.8M video views

✨ 7.7K+ new followers

✨ 224K users engaged