Announcing the UK 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 Magazine London, we crowned the brands and agencies across the UK pushing creative boundaries, entertaining the TikTok community, and delivering outstanding business results. This year, the Ad Awards formed part of the wider TikTok Awards, uniting our creator and brand communities in one celebration of creativity and innovation across the platform.

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 UK!

Greatest Branding

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

TUI | Leo Burnett

Bringing travel joy to life - one Happy Bag at a time.

TUI’s winning campaign turned a simple suitcase into a TikTok star. Their mascot, Happy Bag, became a travel-savvy influencer, delivering everything from packing tips to destination highlights, all with humour and charm. By leaning into TikTok trends and creator-style storytelling, Happy Bag made travel feel fun, relatable, and effortlessly native to the platform.

The campaign was built on a clear TikTok-first strategy. Using a mix of Reach & Frequency and auction-based influencer activity, TUI maximised awareness while boosting engagement through content that looked and felt like it belonged on users’ For You Pages.

The campaign reached 12.8 million people, delivered 151 million impressions, and achieved 20.3 million two-second video views, outperforming TikTok’s own VTR benchmarks. Most impressively, ad recall uplift hit +8.1% - TUI’s best to date - while brand favourability rose by +4.8%, proving that entertaining, emotionally resonant creative doesn’t just capture attention, it builds lasting connection.

Greatest Performance

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

Reading and Leeds Festival | Mustard Media

Turning festival hype into real-world ticket sales.

For young music fans, Reading & Leeds is more than just a festival - it’s a rite of passage. With competition rising and attention spans shrinking, Mustard Media set out to capture that pre-festival anticipation and turn it into action. The challenge: make Reading & Leeds Festival feel unmissable months before the gates opened, and do it in a way that felt totally native to TikTok.

Their TikTok-first strategy tapped into what drives festival culture: excitement, countdowns, and community. Launched in October 2024, they built a year-long funnel designed to convert buzz into bookings. Lead Generation ads captured intent early, while Reach & Frequency campaigns kept anticipation high around each major line-up reveal. Spark Ads were used to amplify organic fan content that resonated most: from creator-led countdowns to hype edits and fan explainers on how to secure tickets.

The result? A campaign that turned fandom into conversion. TikTok delivered 13,592 attributed ticket purchases, achieving a 32.93x ROAS and a record-low £5.28 CPA:Reading & Leeds’ best yet. With a 4.53% unique purchase rate, TikTok proved its power to move fans from the For You Page to the festival field.

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.

Bloo | Gen-UP GmbH

Turning toilet talk into cultural currency.

Bloo set out to do the impossible: make toilet hygiene cool. With a bold new brand identity and a cheeky, distinctly British sense of humour, the brand used TikTok to win over the 18-34 audience and de-taboo its category. Posting eight times a week, Bloo built an always-on creative engine that blended human and AI-generated content. Its series “This or That” and “Loo Thoughts” turned the humble rim block into a cultural icon.

Behind the humour was a sharp strategy. Every post was treated as a real-time performance test through Spark Ads and Reach formats, with top-performing videos scaled up instantly while underperformers were swiftly reworked. This agile, data-driven model made Bloo feel like a creator, not a brand; hijacking trends, tapping into cultural moments, and keeping the content fresh and relevant week after week.

Bloo generated more than 52 million views, 1.1 million likes, and retention rates five times higher than category norms. A 30.3% ad recall and 26% uplift in brand awareness - six times the FMCG benchmark - proved that humour and cultural fluency can drive serious brand growth on TikTok.

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.

Pedigree | Brainlabs | ALMAP BBDO

Turning digital play into real-world love.

Pedigree’s “Adopt, Don’t Shop” campaign reimagined what social impact can look like on TikTok, transforming gaming culture into a movement for animal welfare. Built around a custom EA FC25 mod featuring real Battersea dogs running onto the pitch, the campaign invited players and viewers to pause, scan, and meet the dogs behind the story.

The campaign’s TikTok-first approach leaned into reaction culture. Using native tools like green screen and split-screen, creators seamlessly transformed Twitch gameplay into vertical stories that felt at home on the ForYou Page. From football-focused creator Chelcee Grimes to lifestyle and gaming voices like Tobyshome and Cadaea, each brought their own style and community into the cause; not through scripts, but genuine connection. With Spark Ads and In-Feed Ads boosting the best-performing content, Pedigree ensured its message reached far beyond its core audience, driving awareness, empathy, and action.

The results spoke for themselves. With over 27 million total views and more than 32,000 direct clicks to the e-doption site, Pedigree turned digital engagement into real-life impact, giving thousands of rescue dogs a better chance at finding homes. Positive sentiment surged from 57% to 80%, proving that purpose-led creativity doesn’t just inspire audiences, it can truly change lives.

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.

Vaseline | Mindshare UK

The power of hacks in the hands of the community.

Vaseline Verified set out to separate helpful tips from harmful hacks, transforming social curiosity into credible, actionable advice. By testing hacks in the lab and awarding the Vaseline Verified seal to effective tips, the campaign joined a conversation already thriving on TikTok, turning everyday users into brand advocates. Using a Branded Mission and In-Feed Ads, creators were invited to show their own verified hacks, from DIY beauty tricks to creative household solutions.

The TikTok-first creative strategy empowered creators to lead the narrative, speaking directly to camera, demonstrating hacks, and giving the content an authentic, relatable voice. This approach allowed Vaseline to leverage the community’s creativity while maintaining credibility, ensuring every piece of content felt like a genuine tip rather than a commercial. The combination of user-generated content and strategic amplification maximised reach and engagement, proving that letting creators guide storytelling drives stronger connections than traditional advertising.

The results were remarkable: 44 million video views in two weeks, 8.46 million UK users reached, and 419 organic creator posts, driving an average watch time of 11 seconds and a 43% increase in sales in the following month. The campaign not only dominated TikTok metrics but also earned industry acclaim, winning multiple Lions at Cannes and positioning Vaseline as a culturally relevant, trusted, and creative brand for a new generation.

A heartfelt thank you to our wonderful jury:

Catherine Orr, Co-Founder @ Uncovered

Daniel Wood, Managing Director @ EssenceMediacom, Creative Futures UK

Dom Hyams, Global Client Director @ Purple Goat

Donia Dacey, Head of Creative Strategy @ Publicis

Emma Withington, Chief Planning & Strategy Officer @ Havas

Georgina Brammall, Marketing Strategy Director @ giffgaff

Hannah Roberts, VP Marketing @ e.l.f. Beauty

Maddie Gilbert, UK Homecare Media Lead @ Unilever

Michael Malinsky, Co-Founder & CEO @ Wonderskin

Shahnaz Ahmed, Creative & Innovation Director @ Social Element

Stephen Woodford, CEO @ Ad Association

Tamara Cross, CCO @ MGOMD

Vittorio Boccanera, Head of Performance @ Monzo

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.