Hello, digital creativity enthusiasts! In an exclusive conversation with Roastbrief, we had the privilege of talking to Efraín Mendicuti, General Manager of TikTok for Business in Mexico, to discuss the fascinating event of the TikTok Ad Awards 2024. This interview reveals the secrets behind an event that celebrates advertising ingenuity on the popular short-form video platform.
Efraín surprised us with the news that, for this year, the TikTok Ad Awards not only continue but they are doubling! Now, with 14 categories, the event aims to recognize and applaud the work of agencies and creatives who have successfully captivated their audiences through TikTok.
One of the most exciting innovations is the addition of a category dedicated to advertising work for small and medium-sized enterprises (SMEs). According to Efraín, the jury, composed of over 50 advertising industry professionals, will evaluate the strategy, creativity, and business results of each piece.
The Magic of TikTok
Efraín emphasized that the charm of advertising on TikTok lies in its ability to surprise. 83% of Mexicans who watch ads on the platform consider them fun! He also highlighted a Kantar study that ranks TikTok as the most democratic Ad Tech platform, open to companies of all sizes.
The General Manager of TikTok for Business in Mexico shared that ads on TikTok represent a mindset shift in advertising. The focus is not on how many people can be reached but on which people can be helped. TikTok users are 15% more likely to buy from small and medium-sized businesses that address their specific needs.
Efraín expressed his satisfaction in seeing how TikTok has positively impacted the Mexican community. Ads not only serve as tools for businesses, but 78% of users see TikTok as a platform to discover new product and service options.
Advice for Advertisers on TikTok:
As a closing remark, Efraín left a wise piece of advice for those wishing to advertise on TikTok: “Be very clear that you have to have the intention to serve others.” In other words, the key is the willingness to solve something for others.
Next Stop: TikTok Ad Awards 2024:
Get ready because the next edition of the TikTok Ad Awards is just around the corner, scheduled for January 31, 2024. It will be an exciting night where the advertising creativity of 2023 will be awarded. With 14 vibrant categories, we can’t wait to see who the big winners will be in this celebration of innovation and creativity on TikTok!
Explore all the categories:
- Best performance campaign
- Best diversity and inclusion campaign
- Best TikTok first campaign
- Best collaboration with a creator
- Best creative use of a trend
- Best use of sound
- Best Always On presence
- Best use of TikTok’s cultural relevance
- Best “I accidentally skipped a commercial”
- Community engagement
- Great ideas, small budgets
- Social responsibility
- Best launch
- Best promo
