Announcing the DACH winners of the TikTok Ad Awards 2024!

Last night, in a dazzling ceremony held in BERLIN , the TikTok Ad Awards 2024 celebrated the standout brands and agencies across DACH 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 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.

Sony Music

Pedro the Raccoon

Pedro the Raccoon: How Sony Music Campaign made internet history.Pedro the Raccoon was created by Sony? You heard that right! The adorable furry TikTok sensation was the star of a campaign designed to push the song "Pedro" by Jaxomy & Agatino Romero into streaming overdrive.

With a creative, multipronged approach and a brilliant content strategy, the behind Pedro succeeded in grabbing global attention. The Key to their success? A blend of organic content and paid strategies.

The TikTok account "Pedro The Raccoon" grew to a massive 132,000 followers, with the iconic meme video generating a jaw-dropping 15 million views. But that wasn't all – collaborating with techno influencer Vici Clausen added another 6 million views to the already booming campaign, and Spark Ads boosted it even further.

The results were nothing short of extraordinary: 161 million streams worldwide, 31 billion views, and a viral momentum that lasted far beyond the campaign. Not only did the team exceed their goals, but they also ensured that "Pedro the Raccoon" would go down in internet history.

"With this campaign, we not only boosted the streaming numbers for 'Pedro' far beyond our expectations but also established Pedro The Raccoon as a cult figure within the TikTok community. The combination of creative content and targeted boosting unleashed a global momentum that has exceeded our goals by a wide margin." Sergio García Vidal, Vice President Marketing - Sony Music / B1

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.

Check24

TRIKOT24

Goal! Viral jersey and community engagement—CHECK24 celebrates UEFA EURO 2024 success.

The CHECK24 campaign extended UEFA EURO 2024 onto TikTok, creating real hype with viral content, the coveted German team-jersey, and exclusive giveaways. Through targeted Spark Ads and dynamic posts, CHECK24 kept fans engaged in their prediction game and responded swiftly on hot topics discussed in among their TikTok community.

TikTok proved to be the perfect channel for easily spreading their UEFA EURO content— with videos often going live just minutes after filming. The response was overwhelming: CHECK24 was tagged in countless TikTok videos and received thousands of comments. Without influencer collaborations, an impressive wave of user-generated content arose, from styling videos and dances to memes and tutorials on how to get the coveted jersey. Fans linked their summer and UEFA EURO 2024 with CHECK24.

The campaign’s results speak for themselves: the hashtag #CHECK24 reached over a billion views, with more than 17,200 videos tagged. Among 2.2 million search results for the term “tricot,” CHECK24 took the top spot with 715,000 views and an unprecedented brand presence, making up nearly a third of all “tricot” search results on TikTok in Germany—even in the midst of the hype around the new pink German team-jersey.

With intense community management, CHECK24 was almost active around the clock, addressing topics that fans cared about. From prediction game results and jersey photos to wild UEFA EURO theories, CHECK24 engaged with its audience. After sending out its five millionth jersey, it was clear: CHECK24 had achieved an enormous impact.

“We had hoped that the hype surrounding the CHECK24 jerseys on TikTok would reach its peak and in fact we were virtually overwhelmed by user-generated content. In order to pass the ball back to the users, we invested a lot of time in picking up on topics that the community was interested in or creating reactions to particularly popular videos. TikTok provided us with the ideal basis for this intensive form of interaction,” says Helmut Huber, CMO, Check24.

Greatest Branding

This award rewards a standout branding campaign that used an innovative campaign strategy to drive excellent upper-funnel results.

Ford Deutschland & Odaline

Be Right Back Ford Mustang x Knossi

Ford Mustang goes Viral with Knossi: TikTok, Trends, and Impressive KPIs.

For their launch of the 6th generation Ford Mustang in Germany, Ford took a unique approach. Teaming up with the country’s most famous Mustang fan, Jens "Knossi" Knossalla, they turned the Mustang into a TikTok sensation.

With platform-specific videos designed to capture viral trends like "Car ASMR" and "Horrible Production - Insane Outcome," paired with Knossi's humorous personality, Ford successfully engaged a wide audience. The goal wasn’t just to grab attention, but to connect with the right Mustang enthusiasts.

By strategically placing Spark and In-Feed Ads around Knossi's authentic content, Ford managed to reach the ideal users, driving the campaign to success. The result? Knossi and the Ford Mustang took TikTok by storm, racking up an impressive 1.8 million views, a 4.97% view-through rate (well above average), and a highly cost-effective campaign. A true win for the Mustang!

“When setting up the campaign around Knossi and the new Ford Mustang, we were convinced that neither the right format nor just the right face would be the key to success. The combination of testimonial, platform relevance through in-depth trend research and the right product staging was the winning combination for us in the end,” says Holger Dohmen, Brand & Media Lead DACH, Ford.

Greatest Performance

This award celebrates the use of inventive TikTok-first creative and campaign strategy to drive excellent lower-funnel results.

Fleurop & Joli Berlin

Muttertagskampagne

Mother’s Day Buzz with Fleurop: Early Campaign and Community Activation Lead to Peak Moment Success.

Could Fleurop become the go-to flower delivery service for Mother’s Day? Absolutely! Partnering with the agency Juli Berlin, Fleurop raised the bar for peak-moment campaigns.

Through a creative approach, they not only surpassed conversion benchmarks by a wide margin but also established Fleurop as the flower delivery service of choice on TikTok. With targeted SparkAds, a successful collaboration with creator @paulasenfkorn, and an exclusive community code, the brand created a real frenzy leading up to the holiday. Days before Mother’s Day, Fleurop activated its community, and on the big day itself, they stood out as the only provider offering same-day delivery in select cities — perfect for last-minute surprises.

The results speak for themselves: a 40% higher hook rate, 46% lower CPM, and an impressive ROAS that exceeded the average by 166%. A true win for Fleurop.

“The mix of authentic creator content, platform-native ad formats and a coherent paid strategy has led to outstanding results that have far exceeded our expectations. This is particularly impressive given the fact that Fleurop had only just launched on TikTok at the time. This confirms to us that the platform and its target group offer enormous potential,” says Kendra König, Team Lead Social Media, Fleurop.

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.

Miralina's Halal Sweets & Social Vibez & Performance Pixel

Miralina’s Halal Sweets

The goal of Miralina's campaign was straightforward: increase brand awareness and drive more conversions. As the clear as the goal, as effective was the campaign.

At its core, Miralina's campaign focused on building a strong connection with their community and customers.

With a budget of €16.000 over the course of four months, and with the personal touch of every order being carefully packaged by hand and addressed with the customer's name, the Brand was able to turn its sweet dreams of conversions and reach into a successful reality.

“TikTok gave us the opportunity to let the community participate in packing the orders. In this way, we were able to position Miralina's Halal Sweets as an approachable and authentic brand that places great value on interaction and individuality”, Samira Frassa, Social Vibez.

A heartfelt thank you to our wonderful jury:

Susanne Grundmann (Chief Global Client Officer, Omnicom Media Group)

André Werth (Lead Social Media, REWE Group)

Peter Okunev (Digital Marketing Director, Vinted)

Sebastian Vogg (Founder, Voggsmedia)

Yassin Hamdaoui (Director international Social Media & Commerce, Douglas)

Majorieth Sanmartin (Chief Creative Officer, Philipp und Keuntje)

Marielle Wilsdorf (Partner & Creative Managing Director, Scholz & Friends)

Ilias Benameur (Geschäftsführer, gen-up)

Patrick Reimann (Co-Founder, CEO, Prohibited)

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 DACH shortlist here. As the winning team of the Greatest TikTok DACH, Sony Music will travel to Lisbon on 27th November to compete in the European Grand Prix against the best campaigns of Europe to see who will be named the absolute best of the best. We can't wait!