TikTok Ad Awards 2024 | UK Shortlist

Curious to see which brands have taken TikTok by storm this year? Well, do we have a treat for you! Our proprietary awards program has returned, shining a spotlight on the standout paid advertising campaigns that inspired creativity and sparked joy across the platform. After an extensive judging process led by a panel of senior industry leaders and experts, we're thrilled to reveal the final UK shortlist. Keep reading to discover the brands that will be competing to be named the very best of the best!

Greatest Creative

This award recognises a brand's overall creative approach on TikTok, including the strategic use of paid peaks and organic beats to drive results across the funnel and establish an ongoing TikTok-first presence on the platform.And the Greatest Creative shortlist is:

• Booking.com | We are Social Amsterdam

• Pepsi Max | New Gen

• KFC | Uncovered | Mindshare

• Waitrose & Partners | Vidsy | DaveCreates

• Barclaycard Payments | Droga5 London | OMD

• Matalan | Havas Media UK

• Indeed | VaynerMedia EMEA

• Maybelline | L'Oreal UK | Blow Creative | Essence

• Flix SE | Granny GmbH | Ozmoze GmbH

• Confused.com | Nonsensical: The TikTok Agency

Greatest Performance

This category celebrates the lower-funnel campaigns that featured inventive TikTok-first creative and campaign strategies to drive excellent lower-funnel results.And the Greatest Performance shortlist is:

• The Works | Nonsensical: The TikTok Agency

• Unilever Homecare | Mindshare UK | Gravity Road

• EE Business, Samsung | BT Group | Vidsy | EssenceMediacom

• Eventbrite | Obviously Making Science

• Loop Earplugs Creative Studio | TRGT Digital | The Social Savannah

• Specsavers | MGOMD | Tangerine

• Allsaints | Croud

• Sweatcoin | Kurve Marketing

• Médecins Sans Frontières / Doctors Without Borders UK | Crafted | Krow | MSF In-House

• MGA Entertainment, Miniverse | Brainlabs

Greatest Branding

This category rewards a standout branding campaign that featured innovative campaign strategy and TikTok-first creative to drive excellent upper-funnel results.And the Greatest Branding shortlist is:

• Marmite (Unilever) | Mindshare UK | Vidsy

• Dove (Unilever) | Mindshare UK | Ogilvy UK

• The Open University | OMD UK | OMD Create | WOTC

• LVMH - Sephora | SparkFoundry

• Pladis | MG OMD | TBWA

• BYD Europe | Uncovered | Rocketmill

• Scottish Widows | Zenith

• LNER | MG OMD

• Weekday | Whalar

• Hilton | dentsu

• The Body Shop UK | Craft Media | Gimme Sugar | Goodstuff

Greatest Small Business

Greatest Small Business spotlights the brands with fewer than 50 employees that leveraged TikTok ads to achieve their campaign goals and drive real-world results.And the Greatest Small Business shortlist is:

• Zooki

• Cocopup London

• Oddlygood | Bright Mind Agency

• Give Me Cosmetics | Ecomplete

Greatest TikTok

Submissions across Greatest Creative, Greatest Branding and Greatest Performance will be automatically considered for the overall top prize of Greatest TikTok. Greatest TikTok is awarded to the best overall campaign: the campaign that harnessed the creativity of the platform with innovative, TikTok-first ideas, driving further impact through the clever use of ad products to smash objectives across the marketing funnel. We’re looking for the campaign that really tapped into TikTok's community, creativity and trends to inspire joy and create a cultural moment.

We can't wait for the awards ceremony on 7th November, where our top-class UK jury will crown the winners of the TikTok Ad Awards 2024. Congratulations and good luck to the shortlisted entries! See you in London!