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.

Booking.com | We Are Social Amsterdam

Standing out from the crowd by using authentic content and platform trends

With more people than ever turning to TikTok for travel inspiration, Booking.com wanted to harness this audience and differentiate itself from competitors. That's why the brand launched a campaign that was based on travel motivations, not travel destinations, speaking to multiple communities with different motivations. Booking.com's always-on, full-funnel approach was authentically TikTok, leveraging platform trends and features such as trending audio, creative templates, and text-to-speech. Strategic use of ad solutions like Spark Ads and In-Feed Ads amplified visibility, driving strong engagement. For brands willing to align with the platform’s dynamic culture, Booking.com's winning results show that TikTok offers a powerful opportunity to stand out, inspire and win over audiences like never before.

Results 

✨ +695% increase in followers on TikTok 

✨ +428% increase in engagement year-on-year 

✨ 40.6M impressions

Dove (Unilever)| Ogilvy UK | Mindshare UK

Changing perceptions and empowering a new generation

With millions of users globally, one of the strongest aspects of TikTok is its expansive and engaged community. That's why Dove chose the platform to launch a vital and powerful campaign based on authenticity, empowerment, and self-expression. Dove’s #TheFaceOf10 campaign on TikTok aimed to protect young people from harmful beauty standards by challenging the use of anti-aging products on children. The brand showcased playful, age-appropriate content featuring creators. The videos were then boosted as Spark Ads that helped seamlessly integrate the campaign into the platform, fostering credibility and community connection. By combining authentic storytelling with strategic placement, Dove showcased the power of TikTok to spark conversations, challenge perceptions, and empower a new generation.

Results 

✨ 7.8M reach

✨ +7% lift in brand perception 

✨ +10 lift in purchase intent

The Works | Nonsensical

Driving online and in-store sales by tapping into communities

With almost 40M video posts, #BookTok is one of the most popular communities on TikTok. And it doesn't just have the numbers – it has engagement too. UK retail brand The Works wanted to increase online and in-store book sales, so it launched a BookTok campaign focused on the top titles trending in the BookTok community. These videos tapped into both the popular BookTok Live and haul formats, highlighting new releases in a dynamic and engaging manner. The brand worked with creators by boosting their content as Spark Ads, refreshing this content weekly to maintain engagement and scaling spends gradually. Ultimately, The Works decided to move spend from other platforms into TikTok, due to the strong performance of the campaign, demonstrating the power of the platform to drive sales both on and offline.

Results 

✨ 5x ROAS (vs other platforms) 

✨ 9.6 ROAS

✨ +77% ROAS YoY

KFC | Uncovered | Mindshare UK

Growing brand love and engagement with Gen Z

Trends are the lifeblood of the platform and a way for brands to show they understand their audience and speak the same language. KFC wanted to build brand love with Gen Z, so after a number of requests from the TikTok community, KFC tapped into the emerging "Oil Up" trend. Building anticipation, KFC dropped two organic teasers and hinted at a big reveal using the reply-to-comment feature. Audience excitement quickly grew, and the brand built momentum with Spark Ads to launch the hero creative. Using the "Oil Up" trending sound, split-screen edit format and filming entirely on iPhone, the brand created truly native, platform-first creative. This, coupled with candid talent reactions, added humour and authenticity and drove an incredible amount of conversation and connection in the comments; the brand saw over 6K comments within the first 24 hours. KFC's campaign shows just how effective tapping into platform trends can be for brands seeking to grow brand love and affinity.

Results 

✨ 2.3M unique users reached

✨17.54% engagement rate (250% higher than average)