Brands that won big on TikTok: Viral campaigns that triumphed at the 2024 TikTok Ad Awards.

In collaboration with TikTok, Forbes have produced a visually stunning, animated content experience that illuminates the TikTok brand and TikTok Ad Awards to drive awareness and interaction among the audience.
Designed and produced by Forbes Content Studio, this animated, carousel-style BrandVoice Premium Post offers readers the possibility to swipe left or right to discover winners by geo (Netherlands, Central Europe, UK, Nordics, Italy, Spain, Israel). For each tile of the carousel, the local winner is presented in a short video shot during the Awards ceremony, with a description of how and why they made it. Whenever applicable, TikTok could present their advertising tools used in the campaign, redirecting readers to TikTok Business Help Center for further information.

In France, NYX Professional Makeup won the TikTok Ad Awards in collaboration with Publicis Media, through their #TrueIDCard campaign sought to offer TikTok users a creative way to express themselves in government-issued photo identification, resonating with a new generation of consumers. In an interactive and engaging way, the Forbes BrandVoice Premium Post showcased the campaign, its results (+28% in brand preference, +20% in sales) and how TikTok’s tools helped achieving such a performance (readers on Forbes.com could discover TikTok’s Spark Ads, a native ad format that allows brands to leverage organic TikTok posts).

Scrolling to the Central Europe’s winner tile, Forbes readers could discover the Doritos x Leo Burnett x OMD Romania activation on TikTok, a campaign aiming to improve the perception and popularity of salty snacks amongst the generation Z through the #DoritosBoldSquad, appealing the audience to their sense of belonging and self-expression. Readers were then presented with TikTok’s advertising solutions like TopView and Top Feed, high-impact, full-screen and sound-on videos that amplified Dorito’s reach and resonance.

Further down the BrandVoice Premium Post, the grand winner of the Ad Awards (Greatest TikTok of 2024) for its Pedro The Racoon campaign, a Sony Music Deutschland partnership with B1 Recordings in the DACH market. Forbes Post illustrated how both the collaboration with creators like Vici Clausen and TikTok’s Spark Ads technology drove the campaign’s visibility and helped the Racoon song go viral, the song hitting number one on the Spotify Global Top 50.

The BrandVoice Premium Post ended with a call-to-action, inviting readers to further discover TikTok’s tools, learn more about the Awards or subscribe to the newsletter.

To distribute the co-created piece of content to the above-mentioned audience in TikTok’s desired countries (UK, Germany, Austria, Switzerland, France, Italy, Spain, Sweden, Finland, Norway, Denmark, Israel, Poland, Netherlands, Romania, Czech Republic), Forbes leveraged its digital platform Forbes.com, which gathers 109 million unique users each month globally.

With 25% of them being C-Suite professionals, 15% Marketing Decision Makers, 41.1% being under 44 years old, Forbes.com was the platform of choice to deliver TikTok’s brand messaging.
To specifically engage with TikTok’s core audiences, Forbes leveraged their First Party Data capabilities ForbesOne to provide access to their unique audience: targeting through Forbes Community Segments, Interests and Demographics, using zero and first-party data wherever people interact with the Forbes Brand.

For this campaign, the ForbesOne targeting segments implemented to meet TikTok’s requirements were ‘C-Suite, Marketing Professionals, those in Marketing – Creative, BDMs, ITDMs, Music Enthusiasts, Travel, Social Networking, Advertising Industry, Startups & Entrepreneurs, Creative Hobbies, Consumer Goods Industry, Media & Entertainment Industry and Retail Industry’.
Furthermore, with a Forbes BrandVoice program, TikTok could publish the branded content piece via Forbes’ CMS, with the same always-on access as Forbes Editorial teams.

To reach the guaranteed 57,000 page views across a promotional window of three months, the campaign was also promoted through:

• native placements on Forbes Leadership channel with headline stream (TikTok’s audience was 4x more likely to interact with content on the Leadership channel),
• featuring on Forbes.com Homepage navigation dropdown and on the Homepage promotional carousel,
• a dedicated TikTok branded content hub on Forbes.com
• in-read, article stream native distribution powered by ForbesOne

All while offering organic content discovery to readers thanks for Forbes’ strong SEO benefits.

Lastly, Forbes leveraged their unprecedented social reach (social footprint of over 50 million) and offered TikTok’s Brands That Won Big’s campaign exposure to an audience of C-Suite and Marketing Decision Makers with guaranteed paid impressions across LinkedIn and Meta in the above markets.

Key takeouts of the BrandVoice Premium Post were highlighted in high-impact social carousel units, driving users back to the Premium Post and to TikTok’s O&O.

The campaign exceeded expectations across all key performance indicators, delivering exceptional results and outperforming proposed benchmarks.

Content Delivery: The branded premium post surpassed the guaranteed 57,000 page views, delivering over 60,000 page views. The content achieved an average time spent of 54.1s, surpassing benchmark by 3 seconds.

Social reach: Impressions on social media reached above 2 million. Readers spent an average time of 104.3s interacting with the content on LinkedIn and Meta, and the seniority with highest CTR on LinkedIn was CXO (0.51%) followed by Director, Owner and Partner, highlighting a strong interest and confirming resonance with the right audience.

Audience Targeting: The campaign effectively reached C-Suite and Marketing Decision Makers on Forbes.com. 25% of the readers were C-Suite Professionals and 41% were Business Decision Makers, and 2.15x more likely to be a Marketing Professional.

Audience Interests: Targeted readers were 2.65x more likely to consume content about media and advertising, 2.23x more likely to consume content about entertainment, 2.95x more likely to consume content about sales and marketing, 5.73x more likely to consume content about TikTok advertising compared to the average internet user.

Geographic Targeting: An impressive 96% of page views originated from the targeted countries (UK, Germany, Austria, Switzerland, France, Italy, Spain, Sweden, Finland, Norway, Denmark, Israel, Poland, Netherlands, Romania, Czech Republic), indicating precise geographic reach.

Digital Performance: Added value Fluid XL rotations across content achieved a CTR of 0.62% (benchmark 0.12-0.17%), delivering 32,134 impressions to drive readers back to TikTok’s O&O.

Conclusion: The campaign’s exceptional results underscore its success in amplifying TikTok’s brand message and engaging the target audience, reinforcing TikTok Ad Awards’ position as a leading platform for marketers and advertisers.

Brands That Won