Take inspiration from the winners of the TikTok Ad Awards 2022. These brands and agencies embraced everything that the platform embodies, leaning into entertainment, culture, creators and unfussy creative to build campaigns that truly resonated with their audiences.
Greatest Performance 2022
Girl Talk and Rødovre Centrum | Beyond 11
Girl Talk and Rødovre Centrum partnered on a TikTok-first campaign that would shed light on the increase in mentally unwell and struggling young women and girls as a result of the COVID-19 lockdown, targeted specifically to girls and women aged 14-24. The native Spark Ad campaign resulted in over 2.6 million views with a 2.16% engagement rate. Most importantly, 40% of all Girl Talk enquiries from young girls and women came from TikTok during the first week the campaign went live.
Greatest Creative 2022
McDonald's | NORD DDB
McDonald’s wanted to create content that felt inherently TikTok. So it used TikTok’s tools and filters to increase authenticity. The brand also incorporated memes and humour to connect with its audience. The content appeared as In-Feed Ads in users’ For You feed and resulted in over 51,000 new followers and over 800,000 likes.
Greatest TikTok 2022
KFC | Bright Mind Agency
In KFC's innovative campaign, the brand set out to engage its target audience on TikTok and then cleverly convert that engagement into restaurant visits. In collaboration with @megicmike133, KFC toured 14 of its Swedish restaurants, filming fun and engaging videos at each one. Videos were set up as In-Feed Ads on TikTok, geo-targeted specifically to 14 cities, inviting the TikTok community to visit them along the tour. The campaign led to an incredible 314% increase in revenue in the sites visited during the tour, with over 3000 people showing up to the restaurants. KFC's campaign thus perfectly combined strategic targeting and the right creator collaboration to drive critical off-platform behavior, embodying the saying "what starts on TikTok doesn't stay on TikTok".