MANILA, PHILIPPINES — While TikTok may be best known for its entertaining videos that take only seconds to consume, the app has evolved significantly over the past few years. Now, brands and businesses are using the platform to drive sales, generate leads, and attract new customers. Some campaigns consist of short, snackable clips, while others extend for hours in the form of livestreams.
Regardless of content length, creating a successful campaign on TikTok is no small feat. This is why TikTok decided to honor the brands and agencies behind the most impressive campaigns on the platform with the first-ever TikTok Ad Awards in the Philippines.
Held at the Makati Shangri-La on May 17, the TikTok Ad Awards gathered the people behind the best campaigns on the platform.
Delilah Chan, TikTok Head of Brand and Partnerships in Southeast Asia, emphasized in her opening remarks what the TikTok Ad Awards is all about: “We honor you and the amazing work you do to bring our mission to life on this platform. Our mission is actually really simple — it’s to inspire creativity and to bring joy.”
According to Delilah, the Philippines is one of Southeast Asia’s most prolific creators, with 1.5 times more videos than any other market in the region.
“What’s really humbling to see is that it’s not just users, communities, and creators that are being created on the platform,” she shared. “It’s really heartening to see brands and businesses of all shapes and sizes, represented by the brilliant minds behind them agencies.”
And those brilliant minds gathered to be recognized in different categories. There were 180 entries across the seven categories in their call for submissions, and those entries were judged by esteemed judges from big-name brands, agencies, and TikTok itself.
Jury member Tricia Camarillo-Quaimbao, Chief Executive Officer of IPG Mediabrands Philippines, shared: “I had the great pleasure of serving as a jury member for the TikTok Ad Awards Philippines 2024. At this exciting juncture in the world of marketing and creativity, it was inspiring to witness the vast array of work that creatively uses the platform in order to drive media and brand KPIs.”
With that, the winners in each category are as follows:
Best Branding Campaign
In the Best Branding Campaign category, TikTok aims to celebrate the brands and agencies that produced TikTok ads that feel native to the platform. The winning ads in this category blended seamlessly into TikTok thanks to their creativity.
The gold award for the Best Branding Campaign category went to TNT’s “The Petmaloop Challenge.” The campaign enlisted the help of influencers all over the country to tap into TikTok’s live streaming capability, creating the longest travel livestream on the platform and showcasing the strength of TNT’s network.
Gold
- “TNT Petmaloop” – TNT – Ace Saatchi & Saatchi – Wavemaker
Silver
- “Hataw 2.0” – Sting Philippines – Wavemaker
- “Mang Tomas CongTV Campaign” – NutriAsia Inc. – IPG Mediabrands (Initiative)
Bronze
- “NESCAFÉ Kape’t Bisig” – Nestlé – Openmind
- “The Pocky Cha11enge” – Pocky – Dentsu X
- “Tinola-Oke” – Knorr Cubes – Mindshare
Best Commerce Campaign
The Best Commerce Campaign evaluates a campaign’s performance based on sales. The winners in this category have demonstrated their success with increased sales and orders, achieved by creating content that delivers an immersive shopping experience within the app.
Silver
- “Lay’s Flavors of the World” – PepsiCo-FritoLay – Publicis Media – AnyMind
Bronze
- “Vitamin C Serum 24h Livestream Marathon” – L’Oreal Philippines Garnier – Wavemaker
Best Performance Campaign
The Best Performance Campaign category recognizes TikTok campaigns that demonstrated impressive lower-funnel results. These campaigns successfully motivated consumers to finally make a purchase after seeing the campaign on TikTok.
The “Maggi Barangay Nestlé Recipe Channel Pilot” won gold for Best Performance. Maggi created a food recipe channel on Tiktok, @BarangayNestle, where consumers can watch entertaining recipe videos and shop the ingredients. There have been over 50 million product views since the launch of the channel.
Gold
- “Maggi Barangay Nestlé Recipe Channel Pilot” – Nestlé Philippines – Anymind
Silver
- “Vitamin C Serum 24H Livestream Marathon” – L’Oreal Philippines – Wavemaker
Bronze
- “MNY 9.9 VSA” – Maybelline New York (L’Oreal) – Wavemaker
Best Local Hero Campaign
The Best Local Hero campaign honors small businesses that used TikTok ads to amplify their brand story. In addition to solidifying their brand as relatable in the minds of their target audience, these winning campaigns have also driven socio-economic impact within the community.
Silver
- “Your New Holy Grail” – Dermorepubliq – Huskee Digital
Bronze
- “Tiny Buds Tiny Remedies Super Sale” – Tiny Buds Baby Naturals
Media Agency of the Year
Aside from recognizing the best campaigns on the platform, TikTok also celebrated the agencies with the most wins at the TikTok Ad Awards. For the Media Agency of the Year category, four agencies were recognized for contributing to their clients’ success.
Wavemaker won gold in the Media Agency of the Year category by executing award-winning campaigns across various categories. The agency achieved this by guiding its clients to leverage TikTok’s innovative ad solutions.
Gold
- Wavemaker
Silver
- Openmind
- Publicis
Bronze
- IPG Mediabrands (Initiative)
Creative Agency of the Year
In the Creative Agency of the Year category, three creative agencies were acknowledged. These agencies pushed the boundaries of creativity through their campaigns on TikTok.
The highest honor for this category went to Dentsu Creative Philippines, which helped its clients deliver complex ideas on the platform.
Gold
- Dentsu Creative Philippines
Silver
- Ace Saatchi & Saatchi
Bronze
- MullenLowe
View the full list of winners here.
adobo Magazine is an official media partner of the TikTok Ad Awards 2024.
