With almost 40 million 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.
TikTok Ad Awards 2024
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The top TikTok campaigns of 2024
For the third year in a row, the TikTok Ad Awards are honoring standout brands and agencies across Europe for high-performing, creatively ambitious campaigns that have taken the platform by storm.
Following ceremonies in the UK, DACH, France, Italy, Spain, Central Europe, the Netherlands, Israel, and the Nordics, the winners of the Greatest Branding, Greatest Creative, and Greatest Performance categories are being celebrated for daring to push the boundaries of creativity with TikTok ads that felt truly native and custom to the platform — and had the results to show for it.
Together, these campaigns provide a masterclass in unlocking the potential of TikTok and fostering deep connections with audiences. Want to follow their lead?
Greatest Branding
Greatest Performance
Greatest Creative
United Kingdom
DACH
France
Italy
Israel
Nordics
Central Europe
Spain
Netherlands
Results
7.8M
Reach
Lift in brand perception
+7 %
Lift in purchase intent
+10 %
The Works | Nonsensical
Driving online and in-store sales by tapping into communities
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.
Dove (Unilever) | Ogilvy UK | Mindshare UK
Changing perceptions and empowering a new generation
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.
KFC | Uncovered | Mindshare UK
Growing brand love and engagement with Gen Z
Retail brand bol set out to establish brand love and recognition on TikTok, aiming to position itself as a relatable and engaging brand. Targeting the upper funnel and utilizing ad solutions including In-Feed Ads, Top Feed Ads, and Spark Ads, bol’s strategy was to create entertaining, awareness-focused content that showcases its wide product range and services while staying true to TikTok’s native style.
By adopting a test-and-learn approach, the brand experimented with diverse formats — such as puppet shows — before honing a unique voice. A standout example is a video featuring a cat brush named Marcel, a playful, impromptu creation that unexpectedly became a staple of bol's TikTok presence. This adaptable, authentic approach solidified bol’s reputation as a popular and engaging brand and highlights the effectiveness of implementing a test-and-learn strategy on TikTok.
Bol | DEPT
Generating brand love and affinity through impactful entertainment
Fashion brand tess v aimed to drive conversions on TikTok by implementing a multi-stage conversion campaign. The brand launched seven ad groups with a number of creatives that targeted different audiences, with campaign objectives that included page follows, video views, traffic, conversion, and product catalogue ads. The campaign leveraged multiple ad formats, such as carousel images, creator partnerships, and Spark Ads, and targeted multiple specific audiences, ensuring a broad and effective reach.
To stay relevant and engaging, the brand posted at least three TikTok videos daily, featuring the latest products and trends in a style that resonated naturally with the audience. High-performing posts were identified for promotion within specific campaigns, reinforcing brand visibility without overtly appearing as ads, and enhancing overall engagement and conversion rates. This winning strategy showcases the value of testing multiple ad formats and targeting strategies in order to find the combination that will drive the best results.
tess v
Boosting conversions through audience targeting and specific campaign objectives
Retail brand HEMA created an original TikTok-first series to engage a younger age group for a Back to School campaign. The series followed students transitioning into secondary school, using relatable, dramatic scenarios and instant messaging-style storytelling, embracing a TikTok-native approach by collaborating with creators who incorporated platform trends and TikTok-first filming. Their authentic style, coupled with the utilization of solutions including Spark Ads, Carousel Ads, and Video Shopping Ads, enhanced engagement and extended reach.
The campaign also leveraged the popularity of the video game Fortnite and engaged the target audience through a unique gaming experience centered on collecting school supplies. A TikTok live stream helped reach relevant audiences and generated traffic to the Fortnite activation, enhancing interaction and gameplay time. When it comes to engaging a younger audience, TikTok's dynamic elements and innovative ad solutions are valuable assets.
HEMA | GoSpooky
Engaging a new audience with a long-term content strategy
Lidl Polska aimed to launch its TikTok profile with a bold approach that would capture attention and differentiate it within a crowded market. Its strategy focused on entertaining and engaging storytelling, featuring employees and creatively showcasing products and promotions through humorous content.
The campaign unfolded in five phases, each with tailored media assets. The first phase leveraged Auction Ads to tease the brand's new employee ambassadors and then Top View Ads to launch the ambassadors. Then Polish creator Łatwogang revealed a riddle about a prize hidden in a Lidl store location which was boosted as Spark Ads to encourage watch-through rates. This campaign proves the impact of a multi-phase strategy in distinguishing the brand and driving engagement and community loyalty on TikTok.
LIDL Poland | Space Cat Industries
Building brand loyalty through humor and community engagement
This campaign for tech brand Komputronik S.A. successfully shifted its TikTok strategy from brand awareness to becoming an effective sales channel, reaching a new audience with accessible, relatable messaging. Key elements included simplifying technical language and crafting a unique brand tone that turned engagement into real transactions. Diverse content — like product reviews, special user-requested offers and exclusive promotions — was paired with TikTok-specific discounts and interactive overlays.
Leveraging data connections such as TikTok's Pixel, Conversion API, and precise tracking enabled optimal ad effectiveness and enhanced targeting, with a mix of new user acquisition and remarketing tactics. The brand was also able to focus performance solely on post-click engagement, resulting in a campaign that surpassed previous sales results with a blend of creativity and data-driven strategy. The success of this campaign highlights the importance of implementing robust data connections, such as TikTok Pixel, to enhance platform performance.
Komputronik S.A. | Sales&More S.A
Powering lower-funnel performance with a data-driven strategy
Hoping to stand out In a crowded competitive market, hypermarket brand Kaufland Romania launched a fresh campaign on TikTok to generate buzz and community interactions for its new festival. Using Spark Ads, the brand amplified creative content showcasing the festival’s ambiance through interviews, daily highlights, contests, collaborations with creators and more.
The brand tapped into the best of the platform by utilizing transitions and unique hooks to drive engagement. This strategy provided a culturally relevant, entertaining experience that resonated with audiences, successfully differentiating the brand and enhancing community connections. The campaign demonstrates just how effective TikTok is at helping brands find and exploit their point of difference among their target audience.
Kaufland Romania | UM Romania
Developing original brand positioning to stand out in a crowded competitive landscape
ROAS
(vs other platforms)
5x
ROAS
9.6 %
ROAS YoY
+77 %
Results
Unique users reached
2.3M
Engagement rate
(250% higher than average)
17.54 %
Results
Views
16.5M
Interactions
276K
Fortnite plays
1K
Results
ROAS
26.83
ROAS
(compared to other platforms)
+50 %
Conversions
2.6K
Results
Impressions
294M
Profile views
1.4M
Website clicks
450K
Results
CTR
(vs 0.4% average)
3.2 %
Engagement rate
(vs 1.6% benchmark)
7.7 %
View-through rate
18 %
Results
Increase in sales value
+940 %
increase in sales
+759 %
Higher ROAS
6X
Results
Reach
7.3M
New followers
95K
Discount code redemption
100 %
Results
Supermarket brand Hemköp’s upper-funnel TikTok strategy centered on creating humorous, relatable videos that resonated with their audience and kept the brand top of mind. To foster a deeper connection with viewers, Hemköp shared behind-the-scenes glimpses of their stores and team, emphasizing its expertise and relatability, and leveraged Spark Ads to expand reach.
As TikTok is a platform built on authenticity, Hemköp made sure to produce native, emotion-driven content, steering away from polished ads to build trust and engagement. Hemköp's approach demonstrates how TikTok can be used to help audiences see the human side of brands, thereby driving brand awareness, fostering trust and building a community.
Hemköp | FLX
Increasing brand awareness and consideration through community-building
Increase in followers
33.3 %
Video views
6.7M
Avg watch time
10.28s
Results
To drive significant conversions during a peak shopping period, retail brand Elgiganten's campaign transformed brand awareness into direct sales, using a TikTok-first approach with targeted lower-funnel strategies. The two-phase strategy began with broad exposure through Top View and Top Feed Ads to capture early interest, followed by retargeting with Video Shopping Ads to drive conversions among engaged users.
High-performing organic content was boosted as Spark Ads, seamlessly merging organic and paid reach. With a ROAS of 135, the campaign exceeded previous benchmarks, proving TikTok's effectiveness as a powerful full-funnel performance channel.
Elgiganten | Dentsu
Maximising sales during critical shopping periods with innovative ad formats and data-driven targeting
Increase in completed payments
+35 %
ROAS
135x
Lower cost per completed payment
-25 %
Results
Levi Hotel Spa Resort aimed to promote Finnish Lapland as a summer destination, challenging the region's winter-only reputation. To generate interest without a high media budget, the brand launched the Levi Viral Cup, a TikTok-exclusive competition where influencers competed to showcase Lapland’s summer appeal. The campaign unfolded with teasers and PR packages that generated excitement, culminating in an invitation for creators to spend 72 hours at Levi Resort capturing Lapland through their own lens. Participants competed for seven days, with TikTok’s engagement metrics — views, likes, comments, shares, and saves — determining the winner.
Boosted as Spark Ads, the campaign led to some of the most viral TikTok videos in the Nordics, ultimately proving Levi Hotel Spa Resort’s year-round appeal so much that the brand has already started to build a second hotel. This campaign showcases that having a small budget isn't a hindrance on making a big impact on TikTok, as long as you are strategic in the use of organic beats and paid peaks.
Levi Hotel Spa Resort | Bob the Robot / NoA | Bluebird / NoA
Transforming a seasonal proposition
into a year-round destination
Reach
3.5M
Increase in website traffic
+42 %
Increase in room bookings
100 %
Results
Impressions
2.4M
Clicks
66K
Engagements
22.2K
Results
Spotify wanted to promote its new 'daylist' feature, a hyper-personalised playlist that updates up to 12 times daily to reflect listeners' habits and preferences. Each 'daylist' is unique not only in content, but also in its quirky, automatically generated playlist titles. To increase adoption of this new feature, Spotify collaborated with designers to bring these imaginative playlist titles to life, creating visuals that embody the spirit of each title.
Spotify found the perfect advertising solution to accompany this campaign in TikTok's dayparting ad format, which enabled the delivery of time-specific ads that aligned with each unique playlist. This approach showcased how utilizing TikTok's innovative solutions as part of a dynamic and creative advertising strategy effectively engages and captivates audiences.
Spotify | We are Social
Driving mass awareness for a new feature with a dynamic and creative campaign
Video views
25M
Sales
26K
Registrations
3.4K
Results
Lidl France wanted its slogan 'The true price of good things' to resonate with its audience, so it developed a campaign where the TikTok community would have direct control over the price of a premium product. The brand leveraged the popularity of Lidl trainers and launched a campaign where users' likes determined the discount on the shoes.
The campaign unfolded in three phases that leveraged Top Feed and Top View Ads: the first phase teased the offering, explaining that more likes would yield greater discounts. The second phase announced a 24-hour window for users to take part, and the third phase revealed the final discount percentage based on the likes. An in-store display highlighted this TikTok-first sale, perfectly showcasing the interplay between on- and offline strategies. Lidl's success demonstrates how leaned in and engaged communities on TikTok can be leveraged to drive results both on- and offline.
Lidl France | Marcel | Starcom
Engaging a community both on- and offline with an interactive and responsive campaign
Impressions
5.9M
Engagements
30K
New followers
4.1K
Results
We Are Tennis wanted to burst onto the TikTok scene with a bang and immediately connect with and engage their audience. To show that the brand knew its audience and the platform, it published a number of CapCut templates and made them available to the TikTok community to use and have fun with. CapCut is a video editing tool that provides users with a wide range of video editing functions, filters, audio & visual effects, and video templates.
The campaign was supported by In-Feed Ads, Spark Ads, and Reach & Frequency Ads that were targeted to sports and gaming fans and had an objective of video views. This approach proved the effectiveness of a community-centered presence on TikTok to increase engagement and showcase understanding of audiences.
We are Tennis by BNP Paribas | We Are Social
Launching a TikTok presence with an innovative campaign that demonstrated knowledge of the platform
Video views
1B
Video creations
17.2K
Results
Online comparison brand CHECK24 wanted to be the brand of choice during the 2024 UEFA European Championship so it decided to promote its prediction game and app by offering a free PUMA jersey to users who registered. The campaign focused on building hype for the jersey with Spark Ads. Next, users were rewarded for wearing the jersey and participating in the prediction game, fostering community interaction.
The campaign led to widespread virality, with over five million jerseys distributed and significant community engagement, positioning CHECK24 as a dominant presence on TikTok during the event. As a result of the campaign, CHECK24 was in first place for search results under the term 'jersey' on the platform, demonstrating the effectiveness of community interaction on TikTok.
CHECK24
Generating virality and owning a standout moment
Reduction in CPM
(vs benchmark)
46 %
Higher ROAS
166 %
Lower cost per order
36 %
Results
Every brand has the opportunity to be a winner on TikTok, which is exactly what flower brand Fleurop set out to do. Fleurop's full-funnel Mother's Day campaign began by targeting potential customers five days before the holiday, focusing on video views and community engagement to boost awareness. A trending creator, @paulasenfkorn, was enlisted to promote a special discount code and direct users to a landing page through the use of as Spark Ads. Then, on the day itself, Fleurop increased its campaign budget, highlighting its same-day delivery service in select cities. This made the campaign highly relevant and localised, allowing users to conveniently surprise their mothers and save money with the discount code.
The communication continued immediately after the holiday, emphasising the importance of continued gifting beyond special occasions, driving sales and enhancing brand relevance. Fleurop showcased how leveraging a mix of authentic creator content, platform-native ad formats and an impactful paid strategy can deliver outstanding results that far exceed expectations.
Fleurop | Joli Berlin
Supercharging sales by owning a key shopping moment
Views
1.8M
Likes
38K
View-through rate
4.97 %
Results
To launch the Generation 6 Ford Mustang in Germany, Ford Deutschland partnered with popular Mustang creator Jens "Knossi" Knossalla, who received the very first Mustang available in the country to inspire buzz
and FOMO among potential buyers. Using a strategic approach, TikTok content was published gradually, maximising organic engagement from Knossi's fanbase. Following the initial success, targeted Spark and In-Feed Ads expanded reach to new users.
The entertaining content, featuring viral trends such as "Car ASMR" and "What do you do for a living", in Knossi's self-deprecating style, garnered strong engagement and watch times, significantly exceeding campaign KPIs and proving the impact of partnering with the right creator to drive results with your audience.
Ford Deutschland | ODALINE GmbH
Raising awareness of a new product and enhancing brand visibility among target buyers
Video views
112.8M
New followers
+7.7K
Users engaged
224K
Results
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 humor 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.
Actimel (Danone) | VML Italy srl | Mindshare
Turning niche topics into trends and engaging younger audiences
Lift in generic keyword searches
+15 %
Lift in brand keyword searches
+22 %
Lift in booking intent
+31 %
Results
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.
WeRoad
Measuring impact and optimizing strategy
Impressions
97.3M
%
Lift in ad recall
(100% above benchmark)
+23.4 %
Lift in brand awareness
(159% above benchmark)
+30.1 %
Results
In 2024, Chupa Chups reintroduced its Melody Pops lollipops worldwide, featuring an updated concept, new flavors, and redesigned packaging to attract younger audiences. Capitalizing 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.
Perfetti Van Melle (Chupa Chups) | Selection
Merging music and creativity to relaunch a product
of total impressions achieved on TikTok
80 %
Interactions
244K
Engagement rate
4.81 %
Results
Worten España | MeMe
Enhancing brand visibility with low-cost content
Impressions
25M
Unique users reached
9M
Sales increase
+46.5 %
Results
Video views
+70M
Unique users reached
9M
Engagement rate
5.02 %
Results
Telefónica's centenary campaign, “Kisses”, aimed to illustrate the brand's role in fostering human connection since 1924 through the emotive and human gesture of the kiss. Aiming to reach diverse audiences by adapting the message to TikTok's unique, interactive style, Telefónica's campaign utilised a number of TikTok solutions including In-Feed Ads, Top Feed Ads, and Top View Ads, the latter of which was deployed on New Year's Day with an Interactive Add-on that included emojis of kisses. This secured a 50% share of voice and achieved 14 million impressions. Telefónica's widely viewed campaign shows how TikTok can be used as a channel to share messages with a broad, highly engaged audience.
Telefónica | Agencia
Creativa Telefónica | Havas
Celebrating a centenary with a
cross-format creative campaign
In a unique approach to the 2024 UEFA European Championship, retail brand Worten used a humorous twist to break through the crowded appliance market. Rather than focus on typical Euro-themed discounts on televisions, Worten introduced “Amador,” a vacuum robot programmed to predict Spain’s match outcomes. Inspired by iconic predictors like Paul the Octopus, Amador’s surprising accuracy turned him into a TikTok sensation, engaging thousands and sparking community support. Worten created eight short, spontaneous, homemade videos featuring Amador, each posted a day before Spain’s matches and boosted as In-Feed Ads.
His success captured TikTok’s attention, creating high viewer engagement with minimal production effort. As a farewell, Worten held a raffle for the beloved vacuum after the tournament’s conclusion, underscoring TikTok’s power as a dynamic, genuine platform where creative, low-budget content can thrive.
Reduction in cost per subscription
87 %
Reduction in cost per install
17 %
Reduction in CPM
29 %
Results
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 optimized 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 maximize 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 installation proves that a TikTok-first strategy is not just innovative, but highly effective.
Photomyne
Driving app subscription growth
Views
3.5M
Reduction in CPV
50 %
Results
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.
Tara | Social Lions | Union Media
Carving out a niche with relatable content
These incredible campaigns show that when brands create specifically for the platform, TikTok drives a higher return on creative, helping brands efficiently create, optimise and learn from their creative content.
To help brands gather audience insights and get the most out of their creative, TikTok has created a host of tools such as Symphony and Smart+ to make creating great campaigns and reaching the right audiences as easy as possible.
See more from the awards
WINNER
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CREATED BY
Sponsor content is produced in collaboration with advertisers by Insider Studios, the branded content team at Insider Inc. Insider’s editorial staff is not involved in the creation of this content.
TikTok Ad Awards 2024
Sponsored by
Impressions
+8M
Views
500K
View-through rate
5 %
Results
To debut Doritos' "The Night Snack" positioning, a TikTok campaign emphasized 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.
Doritos | Adler Chomski | UNION
Leaning into platform elements with a culturally relevant campaign
Greatest Performance
Greatest Creative
Greatest Creative
Greatest Creative
Greatest Creative
Greatest Creative
Greatest Creative
Greatest Creative
Greatest Performance
Greatest Performance
Greatest Performance
Greatest Performance
Greatest Performance
Greatest Performance
Greatest Creative
Greatest Branding
Samsung’s COOLTURA campaign aimed to elevate awareness of The Frame TV as both a cultural and lifestyle product, distinct for its dual role as a Smart TV and art display. Collaborating with five culture-focused creators, Samsung crafted TikTok-native content that blended art history with trending topics. Samsung leveraged a number of ad solutions to ensure the reach of this campaign, including In-Feed Ads, Spark Ads, and Top View Ads.
The brand further expanded this with Cooltura Gallery, an interactive retail experience where creators curated art exhibitions, extending cultural storytelling into Samsung’s retail spaces. The campaign’s high engagement underscored TikTok’s power to connect with audiences on a platform where creativity and culture thrive.
Samsung | NIHAO Agency | Starcom
Positioning a brand and product at the intersection of creativity and culture
Greatest Performance
Greatest Performance
Greatest Creative
Symphony
Smart+
CREATED BY
Sponsor content is produced in collaboration with advertisers by Insider Studios, the branded content team at Insider Inc. Insider’s editorial staff is not involved in the creation of this content.
WINNER
These incredible campaigns show that when brands create specifically for the platform, TikTok drives a higher return on creative, helping brands efficiently create, optimise and learn from their creative content.
To help brands gather audience insights and get the most out of their creative, TikTok has created a host of tools such as Symphony and Smart+ to make creating great campaigns and reaching the right audiences as easy as possible.
If you'd like to learn more about TikTok and The TikTok Ad Awards, sign up for their newsletter below.
Newsletter
See more from the awards
Greatest Branding
Greatest Performance
Greatest Creative
United Kingdom
DACH
France
Italy
Israel
Nordics
Central Europe
Spain
Netherlands
Retail brand bol set out to establish brand love and recognition on TikTok, aiming to position itself as a relatable and engaging brand. Targeting the upper funnel and utilizing ad solutions including In-Feed Ads, Top Feed Ads, and Spark Ads, bol’s strategy was to create entertaining, awareness-focused content that showcases its wide product range and services while staying true to TikTok’s native style.
By adopting a test-and-learn approach, the brand experimented with diverse formats — such as puppet shows — before honing a unique voice. A standout example is a video featuring a cat brush named Marcel, a playful, impromptu creation that unexpectedly became a staple of bol's TikTok presence. This adaptable, authentic approach solidified bol’s reputation as a popular and engaging brand and highlights the effectiveness of implementing a test-and-learn strategy on TikTok.
Bol | DEPT
Generating brand love and affinity through impactful entertainment
Impressions
294M
Profile views
1.4M
Website clicks
450K
Results
Greatest Creative
Fashion brand tess v aimed to drive conversions on TikTok by implementing a multi-stage conversion campaign. The brand launched seven ad groups with a number of creatives that targeted different audiences, with campaign objectives that included page follows, video views, traffic, conversion, and product catalogue ads. The campaign leveraged multiple ad formats, such as carousel images, creator partnerships, and Spark Ads, and targeted multiple specific audiences, ensuring a broad and effective reach.
To stay relevant and engaging, the brand posted at least three TikTok videos daily, featuring the latest products and trends in a style that resonated naturally with the audience. High-performing posts were identified for promotion within specific campaigns, reinforcing brand visibility without overtly appearing as ads, and enhancing overall engagement and conversion rates. This winning strategy showcases
the value of testing multiple ad formats and targeting strategies in order
to find the combination that will drive the best results.
ROAS
26.83
%
ROAS
(compared to
other platforms)
+50
Conversions
2.6K
Results
Tess V
Boosting conversions through audience targeting and specific campaign objectives
Greatest Performance
Retail brand HEMA created an original TikTok-first series to engage a younger age group for a Back to School campaign. The series followed students transitioning into secondary school, using relatable, dramatic scenarios and instant messaging-style storytelling, embracing a TikTok-native approach by collaborating with creators who incorporated platform trends and TikTok-first filming. Their authentic style, coupled with the utilization of solutions including Spark Ads, Carousel Ads, and Video Shopping Ads, enhanced engagement and extended reach.
The campaign also leveraged the popularity of the video game Fortnite and engaged the target audience through a unique gaming experience centered on collecting school supplies. A TikTok live stream helped reach relevant audiences and generated traffic to the Fortnite activation, enhancing interaction and gameplay time. When it comes to engaging a younger audience, TikTok's dynamic elements and innovative ad solutions are valuable assets.
HEMA | GoSpooky
Engaging a new audience with a long-term content strategy
Views
16.5M
Interactions
276K
Fortnite plays
1K
Results
Greatest Branding
In a unique approach to the 2024 UEFA European Championship, retail brand Worten used a humorous twist to break through the crowded appliance market. Rather than focus on typical Euro-themed discounts on televisions, Worten introduced “Amador,” a vacuum robot programmed to predict Spain’s match outcomes. Inspired by iconic predictors like Paul the Octopus, Amador’s surprising accuracy turned him into a TikTok sensation, engaging thousands and sparking community support. Worten created eight short, spontaneous, homemade videos featuring Amador, each posted a day before Spain’s matches and boosted as In-Feed Ads.
His success captured TikTok’s attention, creating high viewer engagement with minimal production effort. As a farewell, Worten held a raffle for the beloved vacuum after the tournament’s conclusion, underscoring TikTok’s power as a dynamic, genuine platform where creative, low-budget content can thrive.
Worten España | MeMe
Enhancing brand visibility with low-cost content
of total impressions achieved on TikTok
80
%
Interactions
244K
Engagement rate
4.81
%
Results
Greatest Creative
Samsung’s COOLTURA campaign aimed to elevate awareness of The Frame TV as both a cultural and lifestyle product, distinct for its dual role as a Smart TV and art display. Collaborating with five culture-focused creators, Samsung crafted TikTok-native content that blended art history with trending topics. Samsung leveraged a number of ad solutions to ensure the reach of this campaign, including In-Feed Ads, Spark Ads, and Top View Ads.
The brand further expanded this with Cooltura Gallery, an interactive retail experience where creators curated art exhibitions, extending cultural storytelling into Samsung’s retail spaces. The campaign’s high engagement underscored TikTok’s power to connect with audiences on a platform where creativity and culture thrive.
Samsung | NIHAO Agency | Starcom
Impressions
25M
Unique users reached
9M
Sales increase
+46.5
%
Results
Positioning a brand and product at the intersection of creativity
and culture
Greatest Performance
Video views
+70M
Unique users reached
9M
Engagement rate
5.02
%
Results
Telefónica's centenary campaign, “Kisses”, aimed to illustrate the brand's role in fostering human connection since 1924 through the emotive and human gesture of the kiss. Aiming to reach diverse audiences by adapting the message to TikTok's unique, interactive style, Telefónica's campaign utilized a number of TikTok solutions including In-Feed Ads, Top Feed Ads, and Top View Ads, the latter of which was deployed on New Year's Day with an Interactive Add-on that included emojis of kisses. This secured a 50% share of voice and achieved 14 million impressions. Telefónica's widely viewed campaign shows how TikTok can be used as a channel to share messages with a broad, highly engaged audience.
Telefónica | &Rosas | Havas
Celebrating a centenary with a cross-format creative campaign
Lidl Polska aimed to launch its TikTok profile with a bold approach that would capture attention and differentiate it within a crowded market. Its strategy focused on entertaining and engaging storytelling, featuring employees and creatively showcasing products and promotions through humorous content.
The campaign unfolded in five phases, each with tailored media assets. The first phase leveraged Auction Ads to tease the brand's new employee ambassadors and then Top View Ads to launch the ambassadors. Then Polish creator Łatwogang revealed a riddle about a prize hidden in a Lidl store location which was boosted as Spark Ads to encourage watch-through rates. This campaign proves the impact of a multi-phase strategy in distinguishing the brand and driving engagement and community loyalty on TikTok.
LIDL Poland | Space Cat Industries
Building brand loyalty through humor and community engagement
Greatest Creative
Reach
7.3M
New followers
95K
Discount code redemption
100
Results
This campaign for tech brand Komputronik S.A. successfully shifted its TikTok strategy from brand awareness to becoming an effective sales channel, reaching a new audience with accessible, relatable messaging. Key elements included simplifying technical language and crafting a unique brand tone that turned engagement into real transactions. Diverse content — like product reviews, special user-requested offers and exclusive promotions — was paired with TikTok-specific discounts and interactive overlays.
Leveraging data connections such as TikTok's Pixel, Conversion API, and precise tracking enabled optimal ad effectiveness and enhanced targeting, with a mix of new user acquisition and remarketing tactics. The brand was also able to focus performance solely on post-click engagement, resulting in a campaign that surpassed previous sales results with a blend of creativity and data-driven strategy. The success of this campaign highlights the importance of implementing robust data connections, such as TikTok Pixel, to enhance platform performance.
Increase in sales value
+940
increase in sales
+759
Higher ROAS
6X
Results
Komputronik S.A. | Sales&More S.A
Powering lower-funnel performance with a
data-driven strategy
Greatest Performance
Hoping to stand out In a crowded competitive market, hypermarket brand Kaufland Romania launched a fresh campaign on TikTok to generate buzz and community interactions for its new festival. Using Spark Ads, the brand amplified creative content showcasing the festival’s ambiance through interviews, daily highlights, contests, collaborations with creators and more.
The brand tapped into the best of the platform by utilizing transitions and unique hooks to drive engagement. This strategy provided a culturally relevant, entertaining experience that resonated with audiences, successfully differentiating the brand and enhancing community connections. The campaign demonstrates just how effective TikTok is at helping brands find and exploit their point of difference among their target audience.
Kaufland Romania | UM Romania
Developing original brand positioning to stand out in a crowded competitive landscape
Greatest Branding
CTR
(vs 0.4% average)
3.2
%
Engagement rate
(vs 1.6% benchmark)
7.7
%
View-through rate
18
%
Results
Supermarket brand Hemköp’s upper-funnel TikTok strategy centered on creating humorous, relatable videos that resonated with their audience and kept the brand top of mind. To foster a deeper connection with viewers, Hemköp shared behind-the-scenes glimpses of their stores and team, emphasizing its expertise and relatability, and leveraged Spark Ads to expand reach.
As TikTok is a platform built on authenticity, Hemköp made sure to produce native, emotion-driven content, steering away from polished ads to build trust and engagement. Hemköp's approach demonstrates how TikTok can be used to help audiences see the human side of brands, thereby driving brand awareness, fostering trust and building a community.
Increase in followers
33.3
Avg watch time
10.28s
Results
Increasing brand awareness and consideration through community-building
Hemköp | FLX
Greatest Creative
Greatest Performance
Nordics
To drive significant conversions during a peak shopping period, retail brand Elgiganten's campaign transformed brand awareness into direct sales, using a TikTok-first approach with targeted lower-funnel strategies. The two-phase strategy began with broad exposure through Top View and Top Feed Ads to capture early interest, followed by retargeting with Video Shopping Ads to drive conversions among engaged users.
High-performing organic content was boosted as Spark Ads, seamlessly merging organic and paid reach. With a ROAS of 135, the campaign exceeded previous benchmarks, proving TikTok's effectiveness as a powerful full-funnel performance channel.
Increase in
completed payments
+35
%
ROAS
135
Lower cost per completed payment
-25
Results
Elgiganten | Dentsu
Maximising sales during critical shopping periods with innovative ad formats and data-driven targeting
Greatest Performance
Reach
3.5M
Increase in website traffic
+42
%
Increase in room bookings
100
Results
Levi Hotel Spa Resort aimed to promote Finnish Lapland as a summer destination, challenging the region's winter-only reputation. To generate interest without a high media budget, the brand launched the Levi Viral Cup, a TikTok-exclusive competition where influencers competed to showcase Lapland’s summer appeal. The campaign unfolded with teasers and PR packages that generated excitement, culminating in an invitation for creators to spend 72 hours at Levi Resort capturing Lapland through their own lens. Participants competed for seven days, with TikTok’s engagement metrics — views, likes, comments, shares, and saves — determining the winner.
Boosted as Spark Ads, the campaign led to some of the most viral TikTok videos in the Nordics, ultimately proving Levi Hotel Spa Resort’s year-round appeal so much that the brand has already started to build a second hotel. This campaign showcases that having a small budget isn't a hindrance on making a big impact on TikTok, as long as you are strategic in the use of organic beats and paid peaks.
Levi Hotel Spa Resort | Bob the Robot / NoA | Bluebird / NoA
Transforming a seasonal proposition
into a year-round destination
Greatest Branding
Impressions
+8M
Views
500K
View-through rate
5
%
Results
To debut Doritos' "The Night Snack" positioning, a TikTok campaign emphasized 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.
Doritos | Adler Chomski | UNION
Leaning into platform elements with a culturally relevant campaign
Greatest Creative
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 optimized 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 maximize 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 installation proves that a TikTok-first strategy is not just innovative, but highly effective.
Photomyne
Reduction in cost per subscription
87
%
Reduction in cost per install
17
%
Reduction in CPM
29
%
Results
Driving app subscription growth
Greatest Performance
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.
Tara | Social Lions | Union Media
Views
3.5M
Reduction in CPV
50
Results
Carving out a niche with relatable content
Greatest Branding
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 humor 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.
Video views
112.8M
New followers
7.7K
+
Users engaged
224K
Results
Actimel (Danone) | VML Italy srl | Mindshare
Turning niche topics into trends and engaging younger audiences
Greatest Creative
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.
WeRoad
Measuring impact and optimizing strategy
Greatest Performance
Lift in generic
keyword searches
+15
Lift in brand keyword searches
+22
%
Lift in booking intent
+31
%
Results
In 2024, Chupa Chups reintroduced its Melody Pops lollipops worldwide, featuring an updated concept, new flavors, and redesigned packaging to attract younger audiences. Capitalizing 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.
Perfetti Van Melle (Chupa Chups) | Selection
Merging music and creativity to relaunch a product
Greatest Branding
Impressions
97.3M
%
Lift in ad recall
(100% above benchmark)
+23.4
%
+30.1
%
Results
Spotify | We are Social
Impressions
2.4M
Website clicks
66K
Engagements
22.2K
Results
Spotify wanted to promote its new 'daylist' feature, a hyper-personalised playlist that updates up to 12 times daily to reflect listeners' habits and preferences. Each 'daylist' is unique not only in content, but also in its quirky, automatically generated playlist titles. To increase adoption of this new feature, Spotify collaborated with designers to bring these imaginative playlist titles to life, creating visuals that embody the spirit of each title.
Spotify found the perfect advertising solution to accompany this campaign in TikTok's dayparting ad format, which enabled the delivery of time-specific ads that aligned with each unique playlist. This approach showcased how utilizing TikTok's innovative solutions as part of a dynamic and creative advertising strategy effectively engages
and captivates audiences.
Driving mass awareness for a new feature with a dynamic and creative campaign
Greatest Creative
Lidl France wanted its slogan 'The true price of good things' to resonate with its audience, so it developed a campaign where the TikTok community would have direct control over the price of a premium product. The brand leveraged the popularity of Lidl trainers and launched a campaign where users' likes determined the discount on the shoes.
The campaign unfolded in three phases that leveraged Top Feed and Top View Ads: the first phase teased the offering, explaining that more likes would yield greater discounts. The second phase announced a 24-hour window for users to take part, and the third phase revealed the final discount percentage based on the likes. An in-store display highlighted this TikTok-first sale, perfectly showcasing the interplay between on- and offline strategies. Lidl's success demonstrates how leaned in and engaged communities on TikTok can be leveraged to drive results both on- and offline.
Lidl France | Marcel | Starcom
Engaging a community both on- and offline with an interactive and responsive campaign
Greatest Performance
Video views
25M
Registrations
3.4K
Results
We Are Tennis wanted to burst onto the TikTok scene with a bang and immediately connect with and engage their audience. To show that the brand knew its audience and the platform, it published a number of CapCut templates and made them available to the TikTok community to use and have fun with. CapCut is a video editing tool that provides users with a wide range of video editing functions, filters, audio & visual effects, and video templates.
The campaign was supported by In-Feed Ads, Spark Ads, and Reach & Frequency Ads that were targeted to sports and gaming fans and had an objective of video views. This approach proved the effectiveness of a community-centered presence on TikTok to increase engagement and showcase understanding of audiences.
We are Tennis by BNP Paribas | We Are Social
Launching a TikTok presence with an innovative campaign that demonstrated knowledge of the platform
Impressions
5.9
Engagements
30K
New followers
4.1K
Results
Greatest Branding
Online comparison brand CHECK24 wanted to be the brand of choice during the 2024 UEFA European Championship so it decided to promote its prediction game and app by offering a free PUMA jersey to users who registered. The campaign focused on building hype for the jersey with Spark Ads. Next, users were rewarded for wearing the jersey and participating in the prediction game, fostering community interaction.
The campaign led to widespread virality, with over five million jerseys distributed and significant community engagement, positioning CHECK24 as a dominant presence on TikTok during the event. As a result of the campaign, CHECK24 was in first place for search results under the term 'jersey' on the platform, demonstrating the effectiveness of community interaction on TikTok.
CHECK24
Generating virality and owning a standout moment
Video views
1B
Video creations
17.2K
Results
Greatest Creative
Every brand has the opportunity to be a winner on TikTok, which is exactly what flower brand Fleurop set out to do. Fleurop's full-funnel Mother's Day campaign began by targeting potential customers five days before the holiday, focusing on video views and community engagement to boost awareness. A trending creator, @paulasenfkorn, was enlisted to promote a special discount code and direct users to a landing page through the use of as Spark Ads. Then, on the day itself, Fleurop increased its campaign budget, highlighting its same-day delivery service in select cities. This made the campaign highly relevant and localised, allowing users to conveniently surprise their mothers and save money with the discount code.
The communication continued immediately after the holiday, emphasising the importance of continued gifting beyond special occasions, driving sales and enhancing brand relevance. Fleurop showcased how leveraging a mix of authentic creator content, platform-native ad formats and an impactful paid strategy can deliver outstanding results that far exceed expectations.
Fleurop | Joli Berlin
Supercharging sales by owning a key shopping moment
Greatest Performance
Reduction in CPM
(vs benchmark)
46
Higher ROAS
166
Lower cost per order
36
%
Results
To launch the Generation 6 Ford Mustang in Germany, Ford Deutschland partnered with popular Mustang creator Jens "Knossi" Knossalla, who received the very first Mustang available in the country to inspire buzz
and FOMO among potential buyers. Using a strategic approach, TikTok content was published gradually, maximising organic engagement from Knossi's fanbase. Following the initial success, targeted Spark and In-Feed Ads expanded reach to new users.
The entertaining content, featuring viral trends such as "Car ASMR" and "What do you do for a living", in Knossi's self-deprecating style, garnered strong engagement and watch times, significantly exceeding campaign KPIs and proving the impact of partnering with the right creator to drive results with your audience.
Raising awareness of a new product and enhancing brand visibility among target buyers
Ford Deutschland | ODALINE GmbH
Views
1.8M
View-through rate
4.97
Results
Greatest Branding
KFC | Uncovered | Mindshare UK
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 6000 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.
Growing brand love and engagement with Gen Z
Unique users reached
2.3M
Engagement rate
(250% higher than average)
17.54
%
Results
Greatest Creative
ROAS
(vs other platforms)
5x
ROAS
9.6
ROAS YoY
+77
%
Results
Driving online and in-store sales by tapping into communities
The Works | Nonsensical
With almost 40 million 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.
Greatest Performance
Reach
7.8M
Lift in brand perception
+7
Lift in purchase intent
+10
Results
Dove (Unilever) | Ogilvy UK | Mindshare UK
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.
Changing perceptions and empowering a new generation
Greatest Branding
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TikTok
Ad Awards 2024
For the third year in a row, the TikTok Ad Awards are honoring standout brands and agencies across Europe for high-performing, creatively ambitious campaigns that have taken the platform by storm.
Following ceremonies in the UK, DACH, France, Italy, Spain, Central Europe, the Netherlands, Israel, and the Nordics, the winners of the Greatest Branding, Greatest Creative, and Greatest Performance categories are being celebrated for daring to push the boundaries of creativity with TikTok ads that felt truly native and custom to the platform — and had the results to show for it.
Together, these campaigns provide a masterclass in unlocking the potential of TikTok and fostering deep connections with audiences. Want to follow their lead?
The top TikTok campaigns of 2024
Sponsored by
Greatest Branding
Greatest Branding
Greatest Branding
Greatest Branding
Greatest Branding
Greatest Branding
Greatest Branding
Greatest Branding
TikTok
Ad Awards 2024
Likes
38K
Sales
26K
Lift in brand awareness
(159% above benchmark)
Video views
6.7M
United Kingdom
DACH
France
Italy
Israel
Nordics
Central Europe
Spain
Netherlands
United Kingdom
DACH
France
Italy
Israel
Nordics
Central Europe
Spain
Netherlands
Greatest Branding