Announcing the Spanish winners of the TikTok Ad Awards 2024!

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

Jumpers - Storytime - Fuego Camina Conmigo

Launching Jumpers' butter-flavoured chips with a TikTok-native campaign full of humor and storytelling.

To promote the launch of their new butter-flavored chips, Jumpers targeted 18-34-year-olds by tapping into trending TikTok formats like entrepreneurial storytimes. The campaign, titled “Making a Jumpers chips ad for €1,” followed a sitcom-like format, blending humor with TikTok’s storytelling codes. The campaign kicked off with a trailer, followed by seven episodes and additional content designed to engage users in real-time. Each chapter was supported by paid boosts, encouraging users to interact and become part of the storyline. The finale showcased the "official" Jumpers ad.

The creative approach stayed true to TikTok's DNA, featuring cliffhangers, addictive storylines, and relevant cameos, including influencer Darío Eme Hache and collaborations with other popular TikTok personas. The campaign embodied TikTok’s evolving role as an entertainment hub, offering cinematic content to engage users organically.

The results were impressive: over 23.3 million impressions, 7 million views, and a 59% reach within the target audience, with the lowest CPM among platforms used. The campaign also boosted brand awareness by 12 percentage points and increased product consideration by 6 percentage points among 18-34-year-olds, firmly establishing the new product’s place in the market.

Greatest Performance

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

Samsung Electronics - The Frame - NIHAO Agency y Starcom (Publicis)

Repositioning technology as cultural relevance through TikTok-native storytelling.

Samsung's COOLTURA campaign elevated The Frame TV as more than just a screen—positioning it as a bridge between technology and art. By collaborating with five cultural creators on TikTok, the campaign combined education and entertainment to connect with a younger audience passionate about cultural content. This fresh approach to branded content embraced TikTok's key pillars, highlighting The Frame’s dual identity as both a Smart TV and a home art gallery.

The campaign used TikTok-first creative strategies, with all content filmed on the Galaxy S23 and developed using the Creative Center to stay aligned with platform trends. Creators produced engaging videos linking contemporary trends to classic art, such as "Baroque-inspired fall fashion" or "First dates and compatibility with famous painters." This innovative fusion of culture and technology resonated strongly with TikTok’s audience.

The results were remarkable: COOLTURA achieved over 25M impressions, 9M unique users, and an impressively higher engagement rate than Samsung’s previous branded content benchmarks on TikTok. The immersive Cooltura Gallery experience further reinforced the campaign's impact, and sales for The Frame TV surged by 46.5% on Samsung.com during the campaign's peak visibility, showcasing the power of culturally relevant storytelling on TikTok.

Greatest Branding

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

Telefónica - Besos - Agencia Creativa Telefónica y Havas Media

Celebrating Telefónica’s centennial by connecting audiences through a universal gesture on TikTok.

Telefónica’s Besos campaign launched its centennial celebrations by highlighting its legacy of connecting people since 1924 through the universal and emotive gesture of a kiss. By adapting this concept to TikTok’s native format, Telefónica engaged both young and older audiences, emphasizing the brand’s role in fostering connections across generations. All creatives were developed in-house, ensuring authenticity and alignment with the brand's message.

The strategy leveraged TikTok's platform strengths, combining top-view placements and video adaptations tailored for high engagement. Telefónica utilized TikTok's editing tools and trending sounds to create evergreen content that resonated with the platform’s users. Incorporating nostalgic elements such as retro telephones and operators, the campaign stood out in a sector rarely associated with cultural storytelling, further humanizing the brand.

The results were impressive: over 70M views and 9M unique users, with an engagement rate of 5.02%. These figures outperformed Telefónica’s benchmarks from previous campaigns, such as Todos en la Foto and Abuelos. TikTok’s role as a central channel in the campaign amplified the emotional narrative, making it a standout initiative for Telefónica’s centennial year.

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.

Worten - Amador el aspirador - MeMe

Building engagement through creative storytelling on TikTok.

Worten leveraged the buzz around the football with a humorous and unconventional campaign. Instead of traditional TV promotions often associated with such events, they introduced Amador, a robot vacuum turned match predictor. Inspired by popular prediction phenomena like Paul the Octopus, Amador captured attention by correctly predicting the outcomes of all Spanish team matches. This unique narrative helped Worten stand out and build a strong connection with its audience.

The campaign fully embraced TikTok's playful nature with content that was short, spontaneous, and unpolished, aligning perfectly with the platform's authentic style. No influencers or major production efforts were needed—just a simple setup with a stadium, balloons, and Amador making predictions. The creative approach was engaging and refreshing, showcasing the brand’s ability to entertain and connect with minimal resources. The campaign generated 5.08M impressions and 244,377 interactions, with TikTok delivering 80% of total impressions and 87% of interactions. Engagement reached 4.81%, and the Amador giveaway saw over 250 entries and 3.7K interactions on TikTok alone.

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.

Mercado Maravillas - Campaña - Está Pasando

Bringing markets to life on TikTok to connect with a younger audience.

This campaign aimed to attract a younger demographic unfamiliar with traditional markets, using TikTok to amplify awareness and educate users about the benefits of visiting these spaces. By centering the campaign on the vibrant life in markets, the strategy gave a platform to both shopkeepers and customers, presenting markets as dynamic, community-driven spaces.

All content was TikTok-native, built around trends, popular audios, and vertical-first formats. The approach respected TikTok’s visual codes and spotlighted user interactions to create an authentic, engaging presence. Paid tools like Spark Ads were used strategically to boost community building and interaction, ensuring the campaign reached the intended audience.

The results were remarkable for an account created from scratch: 19,753 followers, over 34K profile views, and more than 160K interactions, including 16K shares. Notably, over 75% of traffic came directly from the FYP, highlighting the campaign's success in engaging TikTok users and sparking genuine interest in market culture.

A heartfelt thank you to our wonderful jury:

Roberto Fara (chief jury) - Chief Creative Officer Spain Global Creative Experience Lead | Ogilvy

María Alvarez - Managing Director | DentsuX

Cristina Barranco - Managing Director | OMD

Luis Conde - Founder & Head of Strategy | Fuego Camina Conmigo

Gonzalo Figari - President c de c and Founder of The Candy Store

Emiliano Gonzalez de Pietri - Chief Creative Office | McCann España

Jesus Lada - Chief Creative Officer

Marisa Manzano - Business Development Manager | Adsmurai

Paco Mendoza - CEO | Publicis España, Digitas WYSIWYG*, Nurun

Cristina Trenas - Co-founder and executive producer | Little Spain

Elisa Vergara - Head of Strategy | MeMe

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 Spanish shortlist here.

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