Earlier this week, TikTok crowned the first-ever winner of its TikTok Ad Awards for Europe at a gala ceremony in Amsterdam. TikTok first launched its TikTok Awards initiative back in May, inviting all European agencies and brands to enter their submissions to take home the top award, and bragging rights as the best TikTok ads team in the region.

The awards looked at the best TikTok ad campaigns in western Europe and the Nordics with categories including ‘Greatest Creative’ and ‘Greatest Performance’.

The top European TikTok ad of 2022 went to Italian shopping site Unieuro for their ′The Clerk′ campaign. Unieuro also took home the coveted Greatest TikTok Europe prize after perfectly showcasing the power of creator-driven, native content and the impact of boosting creative as In-Feed Ads to maximise 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.”

Unieuro created a series of ads for its ‘Clerk’ character, in which a customer service agent is essentially trapped inside TikTok. The short, light-hearted clips generated big engagement for the brand, and as TikTok notes, the approach also aligns with the trending behaviours and creative elements within the app.

Tiktok has also shared examples of the top creative from several regions, which provides some interesting perspective on key content trends and approaches and can serve as inspo to business creators. The video is available here

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