Sony Music Deutschland took home the Greatest TikTok Europe award at the third annual TikTok Ad Awards Grand Prix in Lisbon, Portugal last night. The TikTok Ad Awards celebrate the standout brands and agencies with the most impactful TikTok-first campaigns, taking the platform by storm with creativity, authenticity and exceptional results.
TikTok users don’t just check TikTok, they watch TikTok – and the TikTok community wants brands to push creative boundaries. With endless choices and the power to skip, audiences have a higher bar meaning what’s ‘great’ has evolved. The TikTok Ad Awards showcase the best of the best, those that exemplify creative bravery and invest in creativity – and have the results to show for it.
Following ceremonies in the UK, DACH, France, Italy, Spain, Central Europe, the Netherlands, Israel and the Nordics, top local winners gathered to see who would be crowned the overall Greatest TikTok Europe. This years’ entries really embraced everything that the TikTok platform embodies, leaning into entertainment, culture, creators and relatable creative to build campaigns that truly resonate with their audiences.
Greatest TikTok Europe – Pedro the Racoon
The jury – made up of nine judges representing the industry – crowned Sony Music’s “Pedro the Raccoon“ campaign as the Greatest TikTok Europe, for capturing TikTok’s creative spirit. The campaign skyrocketed streams of the song Pedro by Jaxomy & Agatino Romero by using the viral raccoon character “Pedro”. Collaboration with creators and a dedicated meme account helped the song go viral, contributing to over 161 million Spotify streams and the song hitting number one on the Spotify Global Top 50. A true masterclass on how to turn a campaign into a cultural movement.
In addition to an iconic trophy, the winner receives a bundle of ad credits, a paid local media partnership, custom TikTok swag and a shiny TikTok badge to promote their win.
TikTok drives a high return on creativity, by helping brands connect with their audiences through entertaining and empathetic content – all underpinned by data and insights. TikTok users view, create, and react to content in a very unique way and, for brands, the way to break through is to show up more regularly and participate in conversations, creating more meaningful interactions.
This year’s Awards took this approach to a whole other level. We received entries from a diverse range of brands and agencies, with content that created connections, tapped into wider trends and truly brought brands to life, while driving major impact. Huge congratulations to Sony Music Deutschland and all our winners in what was our most competitive Ad Awards yet.
– Isobel Sita-Lumsden, Head of Marketing, Global Business Solutions, Europe, TikTok
This award on a European stage is an incredible achievement for our team and highlights just how creative and international music marketing can be. With Pedro the Raccoon, we managed to captivate a global online community – a perfect blend of humour, music, and storytelling. I am deeply grateful to the artists and my colleagues for making this possible.
– Eric Dwyer, Head of Digital Marketing, B1/ Sony Music
The “Pedro” campaign perfectly demonstrates how to merge pop culture with impactful communication that resonates with millions worldwide. The three-pronged content strategy—creators, memes, and artists—not only amplified the song’s reach but also turned “Pedro The Raccoon” into an iconic figure, captivating the TikTok community with a unique experience. Its TikTok-first creative approach and smart use of advertising tools like Spark Ads generated a global momentum that exceeded all expectations. This campaign sets a new benchmark in digital marketing, showcasing the power of music, trends, and TikTok as a platform.
– Dawid Kaźmierczak, Founder and CCO, Polot Agency and TikTok Ad Awards Juror
Sony approached their campaign with reckless creativity that paid off. Using a native TikTok trend but exploding it with an absolute earworm of a track made it unmissable, fun and entertaining and really easy to engage with in multiple ways on the platform, meaning the organic reach they received turned the track into a viral hit.
– Tamara Cross, Managing Partner & Head of Creativity, Manning Gottlieb OMD and TikTok Ad Awards Juror
