Announcing the CE winners of the TikTok Ad Awards 2025!
Creativity, culture, impact. The TikTok Ad Awards 2025 celebrate the campaigns that set the bar for TikTok-first advertising, proving that bold ideas and smart strategy go hand in hand.
Last night, in a spectacular ceremony held in Warsaw, we crowned the brands and agencies across Central Europe pushing creative boundaries, entertaining the TikTok community, and delivering outstanding business results.
Each winning campaign stood out for its bold creativity, smart use of TikTok-first ad solutions, and ability to connect with the platform’s vibrant community. From scroll-stopping content to campaigns that drove real impact, these winners set a new benchmark for what’s possible on TikTok.
Read on to discover this year’s winners and dive into the campaigns that captured imaginations – and results – across Central Europe!
Greatest Branding
This award celebrates standout branding campaigns that combined bold, TikTok-first creative with innovative strategies to drive impact and awareness.
Pracuj.pl
Breathing new life into an iconic brand character.
Pracuj.pl set out to refresh its well-known beaver mascot and make it resonate with younger audiences. TikTok became the perfect place for that transformation. Through playful, music-driven creative and a strong TikTok-native tone of voice, the brand evolved a familiar character into a culturally fluent, platform-first storyteller.
The campaign used a mix of TikTok formats, including TopView, TopFeed, VideoViews, SuperLike and Spark Ads, to maximise reach and deliver a branding experience that felt authentic, relevant and designed for the For You Feed.
The results showed how powerful TikTok-first branding can be when creativity meets cultural relevance.
Campaign highlights:
5.4M users reached
+19% lift in ad recall
12.5s average watch time
Greatest Performance
Spotlighting the campaigns that delivered exceptional lower-funnel results, this category rewards creativity and strategy that turned inspiration into measurable action.
Konesso
Turning native storytelling into real conversions.
Konesso embraced a simple but powerful idea: people don’t want ads - they want TikToks. By leaning into creator-style content, featuring real team members, and pairing organic storytelling with smart paid amplification, the brand delivered a performance campaign that felt authentic, relatable, and perfectly aligned with TikTok culture.
The campaign leveraged Spark Ads and Smart+ with catalog, allowing the algorithm to optimise toward high-intent audiences while maintaining a creator-native look and feel. This combination drove significant lower-funnel impact and outperformed previous optimisation efforts by a wide margin.
Campaign highlights:
ROAS 57.77
3× ROAS increase vs previous optimisation
1,494 purchases
3,978 add-to-carts
Konesso proved that when brands speak the platform’s language, performance follows.
Greatest Creative
This award recognises a brand’s overall creative excellence on TikTok — from clever paid and organic execution to campaigns that resonated across the platform.
Knorr (Unilever)
Turning Gen Z food culture into community-powered storytelling.
Knorr’s “Szama 24/7” campaign tapped into the heart of TikTok food culture - spontaneity, playfulness, and co-creation. Rather than presenting a single message, the brand invited Gen Z to experiment alongside them, using TikTok as an open kitchen for creativity.
By blending organic creator content with strategic paid amplification, Knorr encouraged participation, not just viewing. The campaign became a space where food inspiration, humour, and authentic reactions could flourish — resulting in a vibrant community moment driven by audience interaction.
Campaign highlights:
5M+ views
1.8M interactions
107,665 unique viewers
92s average watch time
A standout example of how creativity multiplies when a brand lets the community join in.
Greatest Impact
Celebrating campaigns that harnessed the power of TikTok for good, this award shines a light on creativity with purpose, maximising engagement and social impact.
BCR
Helping people save when every other brand pushes them to spend.
During the holiday season — a time dominated by shopping pressure — BCR took a radically different approach. Instead of encouraging more spending, they used TikTok to help people slow down, make thoughtful financial decisions, and build healthier money habits.
The campaign blended empathetic storytelling with TikTok-native content, positioning BCR not just as a financial institution, but as a supportive partner in moments of real need. This fresh, human-first approach resonated deeply across the community.
Campaign highlights:
+413% TopView CTR
+10% uplift in Feed CTR
3M RON saved by participants
A powerful example of how purpose-driven creativity can deliver both emotional resonance and measurable behaviour change.
Greatest TikTok
This prize is awarded to the best overall campaign: the campaign that harnessed the creativity of the platform, driving impact through clever use of ad products and delivering exceptional results across the funnel.
Plush
Blending creativity, culture and community at scale.
Plush redefined its brand identity by embracing TikTok creators, real-time cultural moments, and a native-first content strategy. Instead of adapting existing assets, the brand fully committed to creator-style storytelling — making Plush feel like an active participant in TikTok culture rather than an advertiser.
Through ongoing creator collaborations, fast optimisation, and a fresh, expressive tone targeting Gen Z, Plush delivered a campaign that captured massive attention and transformed brand perception.
Campaign highlights:
354M views
1.6M likes
+6.1% lift in brand consideration
A campaign that didn’t just show up on TikTok — it became part of the culture.
A heartfelt thank you to our wonderful jury
Joanna Lenart – Biddable Director, Zenith
Monika Krawczyk – Digital Marketing Manager, InPost
Bartłomiej Gontarz – Digital Marketing Director, Displate
Maja Czaczka – Head of Acquisition & Digital Marketing, SkyShowtime
Diana Ionel – Managing Director, Performics Romania
Veronika Chlumská – Social Media Manager, Notino
Michał Mańkowski – Publishing Director & Member of the Management Board, Wirtualnemedia.pl
Jakub Ignaczak – Chief Digital Officer (CDO), L’Oréal
Beata Magdziarz – Chief Digital Officer (CDO), Havas
Robin Stržínek – CEO, Visibility
Mădălina Raț – Marketing Manager, Banca Transilvania
Alicja Miklaszewska-Kowalczuk – Managing Director, OMD
Dana Papuc – Head of Innovation, OMD
Bartłomiej Piekło – Marketing Director, Visa CEE Brand & Product
Paweł Patkowski – Marketing Communication Director, Orange
Adrian Bobla – Paid Social Growth Expert, WPP Media
Małgorzata Szulc – Digital Growth Director, WPP Media
Magdalena Pobikrowska – Senior Media Operations Director, Salestube
Jakub Szustak – Digital, Media & Commerce Lead Poland, Unilever
Thank you for your expertise, passion, and commitment to celebrating creativity across Central Europe.
And finally…
A huge congratulations to our shortlisted entrants, who all delivered exceptional campaigns on TikTok and helped us make last night unforgettable.
We're excited to see what you do next! Creativity, culture, impact.