TikTok continues to establish its presence in Europe and besides building up its commerce opportunities in the region, TikTok also just recently announced the very first winner of its ‘TikTok Ad Awards’ for Europe at the gala ceremony in Amsterdam. To the lucky winner, TikTok bestowed the title of the ‘Greatest Ad for TikTok Europe’, which is an impressive feat in itself – being the greatest of the greatest will certainly help get more eyes on you.

The initiative originally launched back in May, when TikTok invited all European agencies and brands to enter their submissions to try and take the top award home, along with absolute bragging rights as being the best TikTok ads team in the region. One clever way to help spread influence over a region is by incentivizing participation, which was done masterfully by TikTok in this case. 

The Top in TikTok EU

The awards were aimed at celebrating the top ads from France, Germany, Italy, Poland, Spain, The Uk, and the Nordic nations, with categories including ‘Greatest Creative’ and ‘Greatest Performance’. So, apparently, there will be more than just one (1) ‘Greatest Ad for TikTok Europe’. 

In the end, this was crowned as the Top European TikTok Ad in 2022: 

“In the end, Unieuro was given top honors by the jury for their ′The Clerk′ campaign and took home the coveted Greatest TikTok Europe prize! Unieuro perfectly showcased the power of creator-driven, native content and the impact of boosting creative as In-Feed Ads to maximize reach and engagement with the TikTok community. The campaign thoroughly embodied TikTok’s mission to inspire creativity and bring joy in a truly authentic way.”

The winner was Uniero, which created a series of ads revolving around a fictional customer service character who was trapped inside TikTok. A nice touch of Inception radiated from the concept. The short, light-hearted clips spelled huge engagement from the brand and, as noted by TikTok, the approach also lines up well with the trending in-app behaviors and creative elements. TikTok also shared examples of top ad creative from other regions, providing a more interesting perspective on key approaches and content trends. 

The Wrap

There are some valuable insights and considerations to be had here. If you can spare a few moments of your time to check it out, then you might be surprised at what you can find. Even if you’re pretty confident in your knowledge about TikTok ads and have a decently-performing campaign in place, there’s always something to gain from those with the same mindset, but are already at a higher level. One major takeaway here is that being a big and powerful brand is no longer a guarantee that you’ll also be a top contender.