Last night, in a dazzling ceremony held in Tel Aviv, the TikTok Ad Awards 2024 celebrated the standout brands and agencies across Israel 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

DoritosTransforming nighttime thoughts into captivating TikTok content.

Doritos, in collaboration with Creative Agency Adler Chomski Group, crafted a campaign centered around the concept of “The Night Snack.” This theme plays on the insight that who we are at night can be different from our daytime selves. The creative direction explored the bold, often humorous thoughts that surface late at night, aligning seamlessly with TikTok’s engaging, authentic vibe.

The campaign leveraged TikTok’s native tools and filters to create content that felt natural within users’ feeds, resonating with TikTok’s youthful, dynamic community. By weaving Doritos into relatable, nightly musings, the campaign increased audience connection and drove substantial engagement across the platform, positioning Doritos as an inseparable part of TikTok culture.

Greatest Performance

Photomyne! Elevating subscriptions through TikTok's unique content style.

Photomyne's campaign aimed to drive subscriptions for its app that streamlines the process of digitizing old printed photos. Designed with a TikTok-first approach, the campaign used visually engaging, short-form videos tailored specifically to the platform’s user behavior and viral nature.

The media plan included a mix of in-feed ads and hashtag challenges to integrate with user-generated content, encouraging viewers to interact naturally. By leveraging precise targeting to capture high-intent users, while also tapping into TikTok’s organic reach for broader awareness, Photomyne effectively increased app subscriptions and engagement. This campaign is a testament to TikTok’s ability to deliver both paid and organic success within one unified strategy.

Greatest Branding

Tara – "Tara…ram Bamitbach!" Making cooking accessible and fun for all ages.

The Tara campaign, created by Social Lions at Publicis Israel, introduced the catchy theme "Tara…ram Bamitbach" to bring a sense of fun and ease to cooking. Targeting young adults and parents, the campaign transformed "Tararam" (which usually means "mess") into a positive, enjoyable theme.

Working with influencers like Noya Shapiro, Sean Golan, and Don Lenny Gabay, Tara connected with its audience through easy, delicious recipes that anyone could recreate. Spark Ads amplified the content, while TikTok-native storytelling kept it engaging and authentic. This strategy gave Tara a relatable, trendy presence on TikTok, appealing to beginners and experienced cooks alike, and establishing Tara as the go-to brand for quick, tasty snacks.

Greatest TikTok

KolMila! Empowering young people with a safe, supportive platform.

KolMila, in collaboration with Teenk, developed a campaign to ensure young people know they are not alone and that support is available when needed. This powerful campaign encouraged users to speak out and seek help through a safe, understanding environment.

The core idea was to empower young people who had experienced sexual assault by letting them know they have a community behind them. To achieve this, KolMila created a custom TikTok song with two content creators who collaborated on lyrics addressing sexual assault. This song became the heart of the campaign, resonating deeply with the TikTok community and sparking authentic conversations.

KolMila encouraged influencers to use the custom sound to share their own stories, transforming TikTok into a supportive platform for very personal revelations. The campaign fostered a sense of community by organizing content under a dedicated hashtag, allowing users and influencers to connect through shared experiences. Videos were promoted during KolMila's call center hours to ensure the right audience was reached at the right time. The result? Thousands of shares, increased hotline engagement, and a meaningful, far-reaching impact.

A heartfelt thank you to our wonderful jury:

• Daniela Klinger Seidmann, Social Lions | Publicis Group

• Dana Israeli, Edikted

• Max Shcherbakov, McCann

• Michael Kotkes, AC Digital Adler Homski

• Omer Sadeh, eToro

• Oriane Samuel, Fitness22

• Or Gazit, AI21

• Yaara Gazit, Fiverr

• Yuval Koren, Pikoya

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 Israel shortlist here.

As the winning team of the Greatest TikTok Israel, KolMila will travel to Lisbon on 27th November to compete in the European Grand Prix against the best campaigns from the UK, Nordics, France, Spain, Poland, DACH, Central Europe, Italy, and the Netherlands to see who will be named the absolute best of the best.

We can't wait!