Announcing the Nordic 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 Stockholm, we crowned the brands and agencies across the Nordic markets 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 the Nordics.

Greatest Branding

This award celebrates standout branding campaigns that combined bold, TikTok-first creative with innovative strategies to drive impact and awareness.

Jif | OMD

Simply a Bad Ass Bathroom Campaign!

Jif's winning campaign did the seemingly impossible: making people excited about a task that many dread. The Norwegian home and personal care brand wanted to bring products and cleaning knowledge to younger generations by transforming mundane tasks like cleaning products into entertainment through humour, trends and useful life hacks.

Authentic content was created that felt truly native to the platform, delivered with TopFeed Ads for instant visibility, and followed up with In-Feed Ads to secure frequency and sustained reach. The results? Growth in ad recall by +24.6%, and increased awareness (+22.3%) of Jif's new bathroom range. Plus, a comment section filled with praise from the TikTok community. And engagement turned into real-world results, as category growth in a featured segment grew +27.7% in units.

“The response was extraordinary. Users praised the content with comments like “tidenes markedsføring” ("marketing of the times" in English) and even asked how to repost it! What makes us most proud is that this wasn’t just entertainment. It drove measurable results, from a record-breaking brand lift on TikTok to massive growth in declining retail sales. It proved to us that TikTok-first creativity can truly make a real impact.”

-Cecilie Natalie Hammer, Content & Activation Manager at Orkla Home & Personal Care

Greatest Performance

Spotlighting the campaigns that delivered exceptional lower-funnel results, this category rewards creativity and strategy that turned inspiration into measurable action.

ESSNCE

Proving transparency and a 'look behind the curtain' can drive business success

Selling the essence of perfumes online can be a unique challenge, but ESSNCE used a TikTok-first approach to revolutionize how fragrances are marketed, and saw the results to prove it. In a category long dominated by polished perfection, ESSNCE embraced behind-the-scenes storytelling, collaborations with micro-creators and bringing staff into the spotlight to show that authenticity beats mystique every time.

Customers were invited behind the scenes, from product development to production, with the comment section continuing a two-way dialogue that now influences ESSNCE's own creative process. By amplifying their most resonant posts through Spark Ads, boosting organic content and micro-creators, ESSNCE successfully expanded into Norway using the same formula, achieving +272% YoY sales growth and continued momentum in Sweden at +87% YoY.

"TikTok is not an adjustment, it is at the core of everything we do... Our community is at the heart of our content creation and we deliver them what they want: authenticity, transparency and entertainment."

-Jonna Gustafsson, Founder of ESSNCE

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.

Faxe Kondi | WAL Smør | WAL

Local flavour, global success.

Launching a locally famous product into a new market dominated by market leaders is no easy task. But recognising the power of community on TikTok, Faxe Kondi delivered a viral sensation - creating a Branded Effect as part of their campaign that landed in the top 1% of TikTok Branded Effects globally. Their voice-activated game tapped into a sharp cultural insight - Norwegians struggling to understand Danish - and turned it into a playful, interactive challenge.

The content entered feeds organically, was remixed and shared by users, and then scaled strategically through Spark Ads, driving creativity across the funnel. Not only did the challenge go viral with over 4.5 million views, but the viewership translated to real brand impact with brand drivers in the age range 18-29 growing +27%.

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.

Haaga-Helia University of Applied Sciences | NoA / Bob the Robot | Toinen PHD

TikTok Timestamp

Haaga-Helia’s campaign tackled a problem hiding in plain sight, by highlighting the confusion that news without timestamps can create. Using a TopView Ad to grab mass attention, followed by encouraging duetting timestamp free-news from traditional media outlets and commenting directly from Haaga-Helia's account, they combined traditional media with the participatory culture of TikTok.

The campaign went viral with over 17.8 million views and sparked immediate action, as thousands demanded more accurate posting practices in journalism. Most importantly, it drove real industry change: within a week, all Finnish media outlets began using timestamps on TikTok, a practice that soon spread globally. And in a follow-up study, 83.4% of respondents said that timestamps strengthened their trust in journalism on the platform - showing that a great idea can drive create huge impact.

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.

Verkkokauppa.com | NoA / Bob the Robot | OMD - Hearts & Science Finland

Viral Payback

Verkkokauppa.com faced a challenge familiar to many heritage brands: remaining relevant to a new generation. But instead of chasing trends to appeal to Gen Z, the Finnish electronics retailer reinvented retail itself, becoming the first store in the world to let customers pay with their influence. For one Saturday, TikTok views were the only accepted currency; anyone could create a video about Verkkokauppa.com, and the views it earned became their purchasing power.

The idea sparked massive momentum. The campaign grabbed initial reach thanks to their TopView Campaign and In-Feed influencer videos, and from there user-generated content began rolling in already within the first hour of the campaign being live. The campaign received over 344 million views, with hundreds of videos generating 11.7 million organic views. Brand mentions jumped 3,883%, preference rose 57%, and ad awareness grew 114%. The impact was so strong that Verkkokauppa.com is now exploring more “pay with views” pop-ups across the country. When a brand stops reacting to culture and starts shaping it - turning creativity into currency and trust into loyalty - it transcends advertising and becomes a movement.

A heartfelt thank you to our wonderful jury:

Hanna Min-Jung Yang, Social Media & Creative Strategy Manager @ Bris & All Golden Everything

Matthias Glöckler, Chief Digital Marketing & Social Media @ Lidl Sverige

Cecilia Eyem, Head of Marketing @ Appostrophe

Katariina Ollari, Head of Social & Content @ Bob The Robot, NoA

Sofi Laiho, Creative Strategist & Head of Social @ Omnicom Finland

Zlatko Kurtagic, Partner & Global Paid Social Lead @ Precis

Amanda Brohman, Cultural Insights Strategist @ NORD DDB

Lovisa Swärdh, Content Creative @ Åkestam Holst

Mikkel Groth Nielsen, Paid Social Lead @ Matas

Martin Ditlev Nielsen, Global Head of Media Strategy & Planning, Arla Foods / The Barn

Margrethe Wam Solvang, Managing Director @ Dentsu Creative Norway

Emma Dahle Moe, Nordic Social Media Manager @ SATS

Catalina Östrell, Global Media Manager @ Oatly

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! Creativity, culture, impact.