2023 winners

Take inspiration from the winners of the 2023 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.

Greatest TikTok 2023

TOUS | Está Pasando

Leveraging engagement and creativity to launch a new product

TikTok is the home of joy and creativity, which is why nail jewellery brand TOUS harnessed the power of the platform and the TikTok community to not only launch a campaign but to help create a new product too. The brand partnered with lifestyle creator Gigi Vives and leveraged TikTok ad solutions including Instant Page , Spark Ads and Interactive Add-ons to drive awareness for their campaign, thereby boosting their reach to over 30.5 million users . To create their new TOUS Claws jewellery kits, the brand collaborated with two popular nail artists, Nails Galore and Divine Nails, who co-created the kits in two live sessions. Then, more than 40,000 people voted for their favourite creation. The demand for TOUS Claws exceeded all expectations: stock quickly sold out and the brand added thousands of new followers to the TOUS community, demonstrating how businesses can leverage the platform for community building and ideation all the way through to purchase.

Greatest Small Business 2023

Bubbo | Hit the Roi | Actualizatec

Boosting app downloads with catchy music and lighthearted content

Bubbo's mission was clear, increase app downloads to get maximum profitability from user acquisition. The brand crafted catchy music to create awareness and reach a new target audience. Using a number of ad solutions including, Branded Effect , TopView Ads , Top Feed Ads and In-Feed Ads , Bubbo created a TikTok-first video with actor Aaron Cobos to further build awareness around the app. The campaign saw a 2,000% surge in daily app store visits and a 50% increase in app installations, along with notable growth in active users. In short, TikTok proved instrumental in reaching specific audiences and driving significant app growth and engagement.

Greatest Creative 2023

Samsung | BE A LION

Building sustained interest with a killer hook and long-term content strategy

To showcase the quality of their Galaxy devices and generate purchase consideration, Samsung launched [LOCK], a TikTok-first horror saga filmed entirely on Samsung devices. Working with native creators, the brand developed a number of short, mobile-first and sound-led videos and released them regularly and consistently throughout the campaign. The brand leveraged TopView Ads and Spark Ads to boost the campaign's reach and engagement, resulting in 238 million views , 295 million impressions , and an increase in followers of 550% . Further, a brand lift survey revealed that, following the campaign, 66% of users remembered seeing Samsung content and 67% thought about buying a GalaxyzFild or ZFold.

Greatest Performance 2023

ING | Señora Rushmore | iProspect

Attracting new users at multiple touchpoints with an always-on strategy

Banking brand ING was facing two major challenges: standing out in an increasingly competitive environment and attracting a new digital-first generation of consumers. Deciding to run an always-on account nurture strategy on TikTok to achieve a lower CPA and higher conversion rates, ING leveraged multiple ad solutions including Top Feed Ads , T op View Ads and In-Feed Ads . TikTok turned out to be a key acquisition channel for the brand, with a CPA that was 50% lower than the brand's average. ING's success demonstrates TikTok's unique ability to engage audiences at multiple touchpoints and positively impact business KPIs.