TikTok Ads Examples: 9 Real Campaigns From TikTok's Case Studies (2026)

The clearest TikTok ads examples come from TikTok's own advertiser case studies, not a screenshot with an assumed reason attached. Below are nine campaigns TikTok documented itself, spanning TopView, Spark Ads, Video Shopping Ads, and In-Feed, each with the brand's result quoted directly from the source page. TikTok labels these as brand-reported and for informational purposes rather than independently audited, so read every number as the advertiser's own reporting.

TikTok Ad Examples From TikTok's Own Case Studies

Alpro: blending Top Feed and In-Feed with brand and creator assets

The plant-based food brand ran an 8-channel campaign in Germany to reinforce its products as a breakfast staple, combining premium Top Feed ads with In-Feed ads and a mix of brand-made and creator-made assets. Measurement used both a Brand Lift Study and a Cross-Media Measurement Study to isolate TikTok's specific contribution alongside the brand's TV spend.

"With a 10% share of investment in the media plan, TikTok contributed to 36% of the incremental impact on brand equity"

Source: https://ads.tiktok.com/business/en/inspiration/alpro

The Raw.: a full-funnel stack of Top Feed, Community Interaction, and Shop Ads

The Malaysian skincare brand built a three-stage funnel for its Ramadan campaign: R&F Top Feed ads for guaranteed first-slot reach, Community Interaction ads to drive page visits and follows, then Shop Ads (Video, LIVE, and Product Shopping Ads) to retarget the users who had already engaged and convert them on TikTok Shop.

"The full-funnel strategy resulted in a 23.8% uplift in conversion rate as well as a 10.2% reduction in cost-per-purchase amongst users who were primed with branding ads"

Source: https://ads.tiktok.com/business/en/inspiration/theraw-full-funnel

VERO MODA: Smart+, Reach, and Video Shopping Ads across the Nordics

The Nordic fashion retailer combined Smart+ campaigns optimized for high-value actions with broad Reach campaigns and Video Shopping Ads that linked creative directly to products, aiming to move fall shoppers from discovery to purchase in one connected funnel. A Conversion Lift Study measured the incremental impact on both sales and paid-search traffic.

"The Conversion Lift Study showed a +24% lift in purchases and a +28% lift in ROAS"

Source: https://ads.tiktok.com/business/en/inspiration/vero-moda-full-funnel-case-study

ghd Spain: Video Shopping Ads with three-way audience segmentation

The hair-styling brand ran its "Good Hair Days" discount campaign in Spain using Video Shopping Ads, TikTok's catalog-linked format that takes shoppers from the For You feed to checkout, segmented across prospecting, retargeting, and lookalike audiences. Spark Ads amplified the same creative from the brand's own organic posts to add native credibility.

"a remarkable 34% reduction in CPA and an impressive 188% increase in conversion rate, resulting in a 30% higher ROAS through the use of Video Shopping Ads"

Source: https://ads.tiktok.com/business/en/inspiration/ghd-spain

L'Oréal: TopView plus Spark Ads to dominate #beautytok across 8 markets

L'Oréal built a full-funnel push around #beautytok in 8 Latin American markets, opening with a single day of TopView (the first ad a person sees on opening the app) to spike awareness, then sustaining reach with Top Feed and Spark Ads promoting creator content directly from brand profiles, plus Video Shopping Ads to convert.

"In Mexico, the full-funnel strategy yielded +68% incremental sales for L'Oréal's Infallible Pressed Powder"

Source: https://ads.tiktok.com/business/en/inspiration/loreal-beautytok-topview

Natura: TopView with a Gesture Ads coupon for a Valentine's Day launch

The Brazilian beauty brand launched a new Valentine's Day gift line on a tight deadline, driving a single day of TopView with an interactive Gesture Ads add-on that revealed a TikTok-exclusive coupon when a viewer made a screen gesture, supported by Spark Ads on organic content already running under a branded hashtag.

"the campaign brought +12.57% incremental buyers, that is, who would not come if they were not ads on TikTok"

Source: https://ads.tiktok.com/business/en/inspiration/natura-dia-dos-namorados-unified-lift

Tree Hut: TopView and Top Feed for a new scent launch

The bodycare brand, already active on TikTok with over 1 million followers, used TopView for the first time to launch its Iced Coffee Shea Sugar Scrub, following it with Top Feed auction ads to sustain top-of-mind awareness and reinforce a limited-edition offer.

"web traffic to TreeHutShea.com soaring to unprecedented heights, surpassing typical traffic by 867%"

Source: https://ads.tiktok.com/business/en/inspiration/tree-hut-brand-awareness-case-study

RYZE: TopView for launch reach, In-Feed for retargeting

Telecom brand Banglalink introduced its new RYZE brand to young TikTok users in Bangladesh with a single day of TopView, then identified everyone who had watched more than 25% of that video and retargeted them with 15-second In-Feed ads carrying the fuller brand story.

"The TopView ad achieved a remarkable VTR 3.56% for 100% view-through rate (VTR), well above industry standards"

Source: https://ads.tiktok.com/business/en/inspiration/ryze-topview-campaign

Smart Fit: a weekly TopView cadence, measured with causal impact

The Latin American gym franchise ran TopView every Monday for a full six-month stretch, then used a causal-impact study (comparing projected sales against actual sales) to isolate whether the weekly placement was doing anything beyond building awareness.

"weeks that didn't begin with TopView were negatively affected, and failed to bring in an average 28% in overall plan sales"

Source: https://ads.tiktok.com/business/en/inspiration/smart-fit-topview-causal-impact

For 9 more TikTok case studies with the same sourcing standard, including Toyota, adidas, and Torfs, see TikTok Ads Library: How to Find, Filter and Learn From Competitor Ads, which also covers the Commercial Content Library and Creative Center's Top Ads dashboard in depth.

What TikTok Ad Examples Like These Have in Common

They are built for TikTok first, not adapted from another platform. TikTok's own Creative best practices for performance ads article states that "Creatives perform best when they are made for TikTok and when they leverage the power of the platform," and specifically recommends going "for a DIY or not overly polished style so that it fits in with the user-generated content on TikTok." Alpro's mix of brand and creator assets and The Raw.'s organic-style Community Interaction ads both follow that exact pattern.

The hook is treated as its own deliverable. The same TikTok article says to "Prioritize your hook in the first 6 seconds to boost engagement and increase watch time," which is precisely what TopView is built to force: Tree Hut, RYZE, Natura, L'Oréal, and Smart Fit all opened their campaigns with a full day (or, for Smart Fit, a full week) of TopView specifically because it is the first thing a person sees on opening the app.

Discovery and research happen in one place before a campaign is built. TikTok describes its Creative Center as "a free, public home to an ever-growing suite of creative resources where you can discover the latest trends, ad examples, best practices, and tools to create effective TikTok ads." Every brand above that combined a premium placement with Spark Ads (ghd Spain, L'Oréal, Natura, Tree Hut) was amplifying content that already existed organically rather than starting from a blank brief.

Every claimed result has a named measurement method behind it, not just a before/after guess. Brand Lift, Conversion Lift, Cross-Media Measurement, Unified Lift, and Causal Impact studies appear across these nine campaigns specifically because TikTok's own case studies flag results as brand-reported, and a named study is how each brand backed up its number.

TikTok Ad Formats Used Above

• In-Feed ads: standard auction ads in the For You feed, the base format behind Top Feed, Community Interaction, and RYZE's retargeting.
• Spark Ads: boosted versions of a brand's own (or a creator's) organic posts, used by ghd Spain, L'Oréal, Natura, and Tree Hut to add native credibility to paid reach.
• TopView: the first ad shown when someone opens the app, used by L'Oréal, Natura, Tree Hut, RYZE, and Smart Fit for guaranteed first-impression reach.
• Video Shopping Ads (Shop Ads): catalog-linked, checkout-ready video, used by The Raw., VERO MODA, and ghd Spain to convert the audience the other formats built.

For exact dimensions, durations, and file specs on each format, see TikTok Ad Specs 2026. For a deeper walkthrough of boosting organic content specifically, see TikTok Spark Ads guide, and for the full research and inspiration toolkit these brands likely used to plan creative, see TikTok Creative Center guide.

How to Find More TikTok Ad Examples

TikTok publishes new advertiser case studies on a rolling basis at ads.tiktok.com/business/en/inspiration, and Creative Center's Top Ads dashboard shows real, currently-authorized ads filterable by region, industry, and format rather than a fixed set of write-ups. The full walkthrough of how to search and filter that dashboard, plus what its metrics mean, lives in TikTok Ads Library: How to Find, Filter and Learn From Competitor Ads.

Frequently Asked Questions

Are the results in these TikTok case studies verified by TikTok?

No. TikTok's own case study pages describe results as brand-reported and state that past performance does not guarantee future performance. Treat the numbers as the advertiser's own claims backed by a named study, not an independent audit.

What is TopView and why do so many brands above use it?

TopView is the first ad a person sees when they open the TikTok app. Five of the nine campaigns above used it specifically to guarantee a first impression before layering in a cheaper, sustained format like Top Feed or In-Feed.

Do I need TikTok Shop to use Video Shopping Ads like ghd Spain or VERO MODA?

Yes. Video Shopping Ads link directly to a product catalog, so a connected shop and catalog are required before the format can be built, the same way Meta's Advantage+ catalog ads require a connected product feed.

Sources

• Creative best practices for performance ads, TikTok Business Help Center: last updated June 2025, fetched 2026-09-07
• About Creative Center, TikTok Business Help Center: last updated July 2026, fetched 2026-09-07
• Alpro case study: fetched 2026-09-07
• The Raw. case study: fetched 2026-09-07
• VERO MODA case study: fetched 2026-09-07
• ghd Spain case study: fetched 2026-09-07
• L'Oréal case study: fetched 2026-09-07
• Natura case study: fetched 2026-09-07
• Tree Hut case study: fetched 2026-09-07
• RYZE case study: fetched 2026-09-07
• Smart Fit case study: fetched 2026-09-07