Best TikTok Ad Examples to Take Inspiration From in 2024

TikTok has emerged as a dominant force in the social media landscape, redefining how brands engage with audiences through advertising.

This platform has revolutionized the world of digital marketing and entertainment with its scrolling feature, promoting speed and content display. However, it makes it more difficult to capture users’ attention and stand out from the massive user base—approximately 1.6 billion.

TikTok’s rise has changed content consumption and redefined advertising practices through TikTok ads. Brands have recognized the platform’s immense potential to reach and engage with consumers in innovative ways in this versatile social media environment.

In this article, we’ll explore the best TikTok ad examples of 2024 to catch the users’ attention, showcasing the creativity and effectiveness that have propelled brands to succeed on this platform.

1. The Power of TikTok Ads

TikTok is an ultra-dynamic platform, and so are its ads. To grab people’s attention, they need to be super engaging. They should have a clear and strong call-to-action (CTA) and use trendy music, visual effects, and filters in line with current trends or the targeted audience.

The platform’s emphasis on user engagement fosters community and interaction, making TikTok ads memorable and shareable. All the interactive features, such as challenges and duets, enhance user participation and organically extend ads’ reach.

This way, TikTok created an environment where meaningful connections were made between the platform, the ads publisher, and the users.

2. Top TikTok Ad Examples of 2024

We will now delve into TikTok Ads by taking as models 5 different highly successful ads that various companies have published in recent months. From this analysis, we can extract details to help us better understand where to work and what aspects to develop for a more successful campaign.

The Farmer’s Dog Spark Ads

The Farmer’s Dog is a fresh dog food subscription brand promoting healthy dog food using Spark Ads on TikTok.

The Farmer’s Dog Spark ad example

The CTA button on Spark Ads takes users to TikTok’s profile rather than an external landing page. With permission from a collaborator or influencer, you can post ads from your account or other TikTok accounts. This is exactly how the brand has used Spark Ads.

The Farmer’s Dog collaborated with content creators on TikTok to promote their product to fellow dog owners. The creator gives 60% off by using a discount code that can be found in their profile bio, so those interested in getting this discount can click through and get it.

Pepsi’s Flavours

Another effective TikTok Ad Example is the one used by Pepsi in Australia to launch its new line of flavors. The ads were high-quality and refined, showcasing new products while emphasizing branding.

Pepsi’s Flavour’s Colorful Ad

This type of ad is called “Brand Takeover Ads.” It is a full-screen ad format displayed for 5 seconds before switching back to standard In-Feed ads. If a user taps or swipes, they are taken wherever the brands choose, either within TikTok or to an external site.

The Brand Takeover Ad’s CTR was 24% in one day, an exceptionally high result for social media advertising. Pepsi also reached 2.4 million users with this ad strategy.

When the campaign ended, it generated 10 million impressions, and 936,000 users watched the video until the end. This level of brand awareness and engagement is really valuable and can have a big impact on sales.

American Eagle Video Shopping Ads

American Eagle has launched its new Video Shopping Ads on TikTok to promote the summer collection. These ads are fun and engaging, with models wearing items from the collection and incorporating a catalog to showcase the products in the call-to-action card.

American Eagle Video Shopping Ads

Video Shopping Ads are a shoppable ad format designed to target consumers who are ready to act and buy. TikTok describes this ad format as “intelligent and advanced,” some functions are fully automated, such as choosing which products to show a user based on their behavior and interests.

However, compared to In-Feed ads, they can look more curated and professional, especially if a product feed has been linked to the ad.

TikTok reports that American Eagle achieved 40% higher ROAS and 32% more efficient CPA when experimenting with this ad format.

Crumbl Cookies Ad

Crumbl Cookies creates and delivers irresistible cookies all across America. As part of its rotating menu, the company releases new flavors weekly and makes them available for a limited period of time. This concept creates FOMO (fear of missing out) among its followers, creating strong hype and successful campaigns.

Crumbl Cookies Ad and FOMO rush

As part of the two-month campaign, the company created a fresh new commercial to promote the release of unique new flavors, which got amazing results.

With this ads campaign on TikTok, Crumbl reached 22 million accounts and 2 million new followers—a 1,500% increase in the number of followers—and adopted TikTok as the main advertising channel for the brand.

Change Your Life – Gymshark

At the start of 2019, GymShark launched a new challenge to its followers and all the users on the platform for the “Change Your Life” campaign.

“Change Your Life” – The Gymshark Initiative

The brand encouraged users to choose and upload a fitness goal on the first day 2019. Precisely 66 days later, on 7th March, they were asked to upload a photo of their final transformation.

The winners would take home a free year’s supply of Gymshark products! The challenge was very engaging, and the prize was worth a try. The campaign reached astonishing results with over 1.9 million likes, 12k comments, and 45 million views for the #gymshark66 hashtag.

REPLUG’s Example: Cookie Clickers

Working on TikTok campaigns is part of REPLUG’s daily effort, and for this reason, we wanted to add a personal case study concerning TikTok ads, namely that of Cookie Clicker’s mobile game.

The Cookie Clicker ad was created to promote the app to a young audience in the UK. It was used on TikTok campaigns as a normal and Spark ad.

The Spark Ad version had CPIs between 35% and 57%, which was lower than the traditional ads.

What worked particularly well was a combination of the creativity used in the campaign and excellent work by the content creator, who really put effort into making this ad campaign look organic to the user’s perception.

Bonus Section: Duolingo’s TikTok Strategy

Duolingo’s TikTok marketing is always worth mentioning, even if it’s unrelated to any specific ad campaign from last year.

Over the last few years, Duolingo’s language-learning app has built a unique content strategy to engage users through its playful tone of voice. Thanks to the personality of its mascot, the Owl Duo, and a unified visual experience across all social media platforms, the brand has grown rapidly.

Duolingo has successfully integrated viral memes into its marketing strategy. For example, the company continues referencing the Evil Duo Owl meme on TikTok to remind users to complete their lessons in the app.

Using viral memes, Duolingo has increased its product’s popularity and become the top-of-mind brand in education apps and services.

Currently, Duolingo has 11.8 million followers on TikTok and an astonishing 265.2 million likes on its videos.

3. What Makes These Ads Stand Out?

These TikTok ads differ in key factors contributing to their success and the importance given to each element. For example, the creative use of ad formats is very different in almost every ad, but at the same time, each ad uses these different TikTok ad formats in creative ways to engage users.

By doing this, brands not only expand their ads’ reach but also add elements such as authenticity and relationality. Pepsi uses Brand Takeover Ads to attract attention.

For example, The Farmer’s Dog uses Spark Ads to collaborate with content creators, while other companies, as we have seen, prefer to collaborate with influencers or public figures. Many campaigns, such as The Farmer’s Dog, GymShark, or American Eagle’s, involve collaboration with influencers, creators, or TikTok users directly.

Other important factors to consider for a successful campaign are:

A Clear Call-to-Action (CTA): ads incorporate clear CTAs to encourage user interactions and engagement. Whether directing users to a profile for discounts or inviting them to a challenge, CTAs are compelling and action-oriented.
Engaging Content: tailored to the preferences of TikTok’s audience. Whether introducing new product flavors, promoting a summer collection, or launching a fitness challenge, the content is relevant, entertaining, and resonates with viewers.
Proper Use of Music and Imagery: to capture attention and evoke emotion, creating memorable experiences for viewers and thus increasing engagement.

The successful metrics of these ads, such as high CTR, impressive reach, increased followers, and improved ROAS (Return on Ad Spend) or CPA (Cost Per Acquisition), demonstrate their effectiveness in meeting campaign goals and achieving tangible results.

4. Use TikTok for Marketing Success with REPLUG

Overall, these ads are distinguished by innovation and the use of many TikTok features, strategic collaboration, and content creation that the user can relate to or feel connected to. The main focus is the relationship between the user and the company running the ad so that the viewer is not just a spectator but feels involved.

At this point, the focus should be shifted largely to the human side. We, at REPLUG, have long adopted this view, and our many success stories, including those related to TikTok ads, prove it.

Analyzing data and metrics is also integral to our data-oriented decision-making policy. This allows us to identify the nuances of user behavior and content trends to create advertising solutions tailored to each client’s unique goals.

By leveraging TikTok’s various advertising formats, such as In-Feed Ads, Branded Hashtag Challenges, and Spark Ads, we ensure that our client’s campaigns authentically resonate with their target audiences, promoting meaningful engagement and driving desired actions.

Here you can find some examples of our success stories for TikTok campaigns:

PhotoSi Success Story

PhotoSi boasts a highly successful and unique marketing campaign. With REPLUG’s help, the brand wanted to achieve different goals, such as identifying new acquisition channels, scaling without increasing CPA, and acquiring a new target audience. To make it through, PhotoSi and REPLUG’s expert team adopted different approaches:

Introduced a deep content influencer strategy in its marketing campaign, a collaboration to encourage and support the creation of user-generated content.
Creatives and communication A/B testing involves creating A/B test ideas with the creator’s video content, combining voice-over, text, CTAs, and music iteratively to achieve an optimal CPA.
Lastly, scaling the budget without increasing the CPA required refining targeting, audiences, creative assets, and content, which allowed scaling the budget to six figures a month on TikTok while keeping a constant CPA.

The example below is of one of PhotoSi’s most successful campaigns, which exploited the Hashtag Challenge trend to increase user-generated content and engagement.

This trend reached 415 million views, bringing a large user base to PhotoSi’s TikTok page

Discover how to promote your brand through the power of TikTok ads with REPLUG.

5. Conclusion

The TikTok ads discussed exemplify the essence of effective and inspiring marketing on the platform. Their success lies in capturing audiences through creativity, authenticity, and strategic execution.

These ads have demonstrated the power of TikTok as a dynamic advertising medium by leveraging partnerships with influencers, embracing innovative ad formats, or creating compelling content.

The key to unlocking TikTok’s full potential lies in thinking creatively and strategically. By embracing the platform’s unique features and user-centric approach, marketers can create ads that resonate with audiences, inspire actions, and drive results.

Discover how to promote your brand through tailored app marketing strategies. Contact us today.