Announcing the Netherlands winners of the TikTok Ad Awards 2024

Last night, in a dazzling ceremony held in Amsterdam, the TikTok Ad Awards 2024 celebrated the standout brands and agencies across the Netherlands that are setting the standard for creative, high-performing campaigns on TikTok this year.

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 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.

Bol.com | DEPT®

Bol.com’s TikTok Approach

Successfully positioning Bol as a love-brand with Gen-Z through a TikTok-first strategy focused on content that entertains and engages.

Bol.com, one of the Netherlands most known e-commerce platforms, had a clear goal: position themselves as a love brand for the next generation of consumers, particularly Gen Z. Their approach to TikTok isn’t directly focused on selling products, but rather to showcase their products and services in a way that’s both entertaining and engaging. They’ve fully embraced TikTok’s philosophy of “Make TikToks, not ads”, being deeply rooted in the subcultures, humor, niche interests, and memes of their audience to create original content that doesn’t feel like an ad. They make sure never to simply replicate TikTok trends or the culture around them but instead add their own spin to it. They’ve experimented with puppet shows to a cat brush named Marcel in a “top cinco” video – which unexpectedly took off and is now part of bol’s TikTok identity. They amplify their best performing content with paid ad formats like In-feed Ads, Top-feed ads, and Spark ads to reach a wider audience and grow their follower base. Their approach has been highly successful with 38 million views, 1.4 million likes and 294 million impressions, which shows that their bold approach on TikTok truly pays off.

Greatest Performance

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

tess v

Conversion Campaign

Regularly posting and experimenting with different TikTok-first creatives leads to outstanding conversion campaign results.

Tess v is a true TikTok-first brand, posting at least 3 videos per day, and constantly experimenting with new creatives that feature their latest products and platform trends. For a Summer campaign focused on conversation, they set up 7 ad groups, each with different KPI’s, ads and audiences. They experiment with new ad formats every day to stay relevant. From Carousel Ads to boosting creator content via Spark Ads. We have different target audiences: interaction, interests, retargeting. They always made sure that the videos didn’t look like an ad and that it is fun content, tailored to the target group. The results were outstanding, with 2612 conversions, a ROAS that was 50% higher than other media channels, and a Cost-per-conversion that was 50% lower than other media channels.

Greatest Branding

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

HEMA | GoSpooky

Back to School Campaign - SLAYMA 2024

Innovative TikTok-first campaign to drive the sales of HEMA’s Back to School merchandise.

When HEMA wanted to boost the online sales of their Back to School merchandise, they partnered with GoSpooky to build a novel, TikTok-first campaign strategy. They created a social original TikTok series called ‘Sappige Zomer’ which featured creators and content that reflects the everyday drama and emotions of students. Each episode showcased a Back to School collection, with teasers and cross-posts on creators' channels. The campaign aimed to guide students in finding their true selves and help them "slay" the transition from primary to high school, making the process exciting and empowering. As a final touch, HEMA created a custom map in Fortnite where players could collect exclusive 'Slayma Summer School' items, further immersing the community in the campaign's experience. HEMA used Spark Ads, Carousel Ads, and Video Shopping Ads to find new customers and drive conversions. The results were highly successful with 16 million views, over 270,000 total engagements, and 1,000 Fortnite plays.

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.

KPN | Dentsu Creative Amsterdam | A Bigger Circle

TikTokTalkshow

A novel TikTok-first campaign, sparking meaningful conversations with Gen-Z and making smart use of TikTok Live and paid ad formats to drive engagement.

KPN, one of the Netherlands’ leading telecom brands, has a longstanding commitment to social impact and created the #BetterInternet platform – a commitment to make the internet safer, more sustainable and socially inclusive for all. For a new campaign, they wanted to engage GenZ with the idea of a #BetterInternet on TikTok, raising awareness, building brand equity, while making a meaningful difference to how millions of their young customers live their lives online. Based on the insight that Gen-Z is missing a safe space to talk about topics that impact their (digital) wellbeing, they decided to create a safe space on their favorite platform: TikTok. They launched a live talkshow on TikTok by and for Gen-Z, engaging them in expertly moderated conversations on relevant topics that truly matter. They boosted the episodes to drive followers and views and create video snippets that were posted (organically and paid) throughout the week, broadening the discussion and increasing reach. The results exceeded expectations, reaching millions of Gen Z-ers, with 37.6m views and 321.000 engagements on their content. Most importantly, they gave voice to a generation and sparked conversations on difficult topics.

A heartfelt thank you to our wonderful jury:

Veronika Tarjan (Chair)

Marc Duquesnoy

Boudewijn de Kemp

Harleigh Welvaart

Jeanette Kerssens

Andrea Huijssoon

Steven Lammertink

Soraya Riem

Michael Nap

Roland Teerenstra

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 the Netherlands shortlist here.

As the winning team of the Greatest TikTok the NEtherlands, KPN will travel to Lisbon on 27th November to compete in the European Grand Prix against the best campaigns from UK, DACH, France, Italy, Spain, Nordics, Israel and Central Europe, to see who will be named the absolute best of the best. We can't wait!