Announcing the Central Europe winners of the TikTok Ad Awards 2024!
Last night, in a dazzling ceremony held in Warsaw, the TikTok Ad Awards 2024 celebrated standout brands and agencies across Poland, Romania and Czechia that are setting the standard for creative, high-performing campaigns on TikTok.
Each winning campaign brought something unique to the platform, tapping into TikTok's vibrant culture, engaged community, and innovative ad solutions to captivate audiences and exceed campaign goals. These brands delivered a masterclass on how to succeed on TikTok, showcasing the strategies and ad formats that lead to exceptional results.
Read on to discover this year's winners and explore their remarkable campaigns!
Greatest Creative
This award recognises a brand's overall creative approach on TikTok, including the strategic use of paid peaks and organic beats to establish an ongoing TikTok-first presence on the platform.
LIDL POLAND | Space Cat Industries
LIDL POLAND ENTERS TIKTOK
Making an amazing debut through humour, great collabs and TikTok-first approach
The strategy of Lidl Poland's TikTok profile focuses on engaging storytelling, a unique concept involving employees, and seamlessly integrating products and promotions into humorous TikTok content. By leveraging TikTok's ad solutions (In-Feed Ads, Top Feed Ads, Spark Ads, TopView, Reach & Frequency, Community Interaction), inviting TikTok creators (Marta Zgutczyńska and Miłosz Muzioł) for collaboration, tapping into TikTok community (FoodTok), and utilising native TikTok tools (CapCut, Commercial Music Library, TikTok original filters, Trends Overview), Lidl Poland achieved impressive results — among others — reaching 7 279 731 unique users and gaining 94 960 new followers. Additionally, the redemption of discount coupons in-store from the TikTok retargeting campaign reached 100%.
Greatest Performance
This award celebrates the use of inventive TikTok-first creative and campaign strategy to drive excellent lower-funnel results.
Komputronik S.A. | Sales&More S.A.
Campaign for GEN Z leads to outstanding results
Komputronik transformed the brand's communication on TikTok from awareness-building to an effective sales channel, reaching Gen Z. A key element was to simplify the technical language into a more accessible and appealing language for a young audience. They built a unique brand tone and turned user engagement into real sales transactions. By leveraging TikTok's ad solutions (In-Feed Ads, Spark Ads, Interactive Add-Ons, Video Shopping Ads), optimization (correctly configuring TikTok Pixel, conversion API, and tracking), tapping into popular TikTok trends, and interacting with the users (some ads were created as responses to comments), Komputronik achieved outstanding results — increased sales value by 940%, 759% increase in sales, and 6 times higher ROAS (compared to a similar campaign on TikTok during the same period last year).
Greatest Branding
This award rewards a standout branding campaign that used an innovative campaign strategy to drive excellent upper-funnel results.
Kaufland Romania | V8 Interactive
1 Million Challenge
Boosting engagement through hilarious challenges and letting the community take control
In a countdown to becoming the first TikTok brand in Romania with 1 million fans, Kaufland decided to kick off the celebration alongside users through a super fun dialogue, resulting in dozens of hilarious challenges and an admin locked inside a Kaufland store. No prizes, just pure TikTok fun. For this campaign, Kaufland had one main and clear objective: to grow the Kaufland TikTok community to 1 million followers within 50 days of the campaign's launch. By mixing different formats (Community Interaction for profile engagement and In-feed ads & Spark Ads for visibility) and letting the community take control of the account (they inverted the roles by giving the users the chance to launch challenges for the account's admin), Kaufland achieved undeniable success within the platform community: they became the first brand to reach 1 million followers, not in 50 days (as they initially planned), but in... 11 days! Kaufland's community grew from 970K users to 1 million in just 11 days, and the engagement rate for the campaign doubled their average engagement rate. In addition to the increased follower growth rate, the content generated a lot of reactions: comments, likes, and saves. And let's not forget about the video views, as in less than two weeks, Kaufland's content gained a total of 21 million video views.
Greatest Small Business
This award spotlights small businesses with less than 50 employees that leveraged TikTok ads to achieve their campaign goals and drive real-world results.
Wubertools | Sempai
Tutorial video goes viral and leads to increased brand visibility
The goal was to increase the visibility of the Wubertools brand and raise awareness about the products they offer. The strategy involved frequent and widespread testing of creatives. The key was to test different formats and adopt a native style that fits TikTok. Wubertools wanted to focus on showcasing the variety of products in action, but since it was impossible to display all the variants, they concentrated on categories and representatives of those categories. This led to the creation of a viral video on how to properly start a chainsaw! As for the campaigns themselves, the brand decided to operate on three fronts: building reach and testing content reception, selecting the best creatives for sales promotion, and testing interest in the assortment before preparing creative content using Video Shopping Ads. For each of these campaigns, they assigned slightly different goals and target groups. The results were incredible — Wubertools achieved ROAS of 500%, whereas brand visibility significantly grew (over 20% from Q1 to Q2). And let's not forget about the reach — the minimum goal was set to 500,000 people, but they managed to hit 839,000!
Greatest TikTok
This prize is awarded to the best overall campaign: the campaign that has harnessed the creativity of the platform, driving impact through the clever use of ad products to smash objectives across the funnel.
DORITOS Romania | OMD Romania
#DoritosBoldSquad
Bold campaign generates outstanding results in all areas
Doritos set out with a bold mission: to captivate the Gen Z audience on TikTok. Their goal was to inspire consumers to embrace their individuality and express themselves creatively on the platform. Doritos decided to launch #DoritosBoldSquad — a dynamic manifesto supported by Romanian artist Deliric, whose empowering song was meant to help listeners discover their boldness. The brand's main objective was to create awareness by dedicated video series. Campaign strategy was executed on three pillars: creating the most relevant and authentic content to spread the brand message and increase visibility (custom brand music, dedicated TikTok videos with stitch function and standout micro-influencers squad content), planning the most effective TikTok formats to drive awareness and frequency (leveraging TikTok mix: Top View, Top Feed, In-Feed Ads, as well as amplifying micro-influencers content and dedicated CTA videos) and measuring the brand KPIs through Brand Lift to test campaign efficiency (leveraging TikTok mix: Top View, In feed ads, Smart Bundling).
#DoritosBoldSquad was a TikTok first creative activation amplified through video series in 4 categories: boldest move, make-up look, dance and artwork. The campaign used TikTok’s features, trends, and influencer-driven content to maximize engagement and reach, making it a TikTok-first activation. Soon Doritos TikTok channel transformed into a vibrant hub of freedom and inspiration, showcasing bold videos from influencers that encouraged everyone to express their unique boldness. Outcome? The results of #DoritosBoldSquad campaign were impressive across all metrics: the campaign achieved a 83% reach compared to the planned 60%, engaged 3.2 million unique users in a single day with the Top View format, and recorded the highest click-through rate in the Snacks category — twice the platform benchmark. On the business front, Doritos saw a 7.8pp increase in market share in the Tortilla Chips category and a 10.9pp rise in value. Additionally, key brand attributes relevant to Gen Z, such as "distinctiveness" and "coolness," increased by 8pp and 5pp, respectively.
A heartfelt thank you to our wonderful jury:
Dawid Kaźmierczak
Oana Lupoaie
Agata Papis-Maniecka
Anna Hospodarova
Bé Hà Nguyen
Dana Nacu
Grzegorz Smyka
Matous Sudik
Silviu Buidan
Alexandra Popescu
David Barta
Filip Dawid
Florin Rogojinaru
Joanna Lenart
Łukasz Samołajtis
And huge congratulations to our shortlisted entrants, who all delivered exceptional campaigns on the platform and helped us make last night so much fun; we're excited to see what you do next! You can check out the Central Europe shortlist here.
As the winning team of the Greatest TikTok Central Europe, DORITOS Romania will travel to Lisbon on 27th November to compete in the European Grand Prix against the best campaigns from UK, DACH, France, Italy, Spain, Nordics, Israel and the Netherlands, to see who will be named the best of the best. We can't wait!
