Fullsend Wins Greatest Branding at the 2025 Benelux TikTok Ad Awards
Creativity, culture, and impact took center stage last night at the 2025 Benelux TikTok Ad Awards , where the most inspiring TikTok-first campaigns across the Netherlands, Belgium, and Luxembourg were celebrated during a spectacular ceremony in Amsterdam.
Among the standout winners, our member Fullsend proudly took home the Greatest Branding award for their work on Colruyt’s End of Year Campaign – Holiday Season, setting a new benchmark for upper-funnel branding on TikTok.
Celebrating TikTok-First Excellence
The TikTok Ad Awards honor brands and agencies that push creative boundaries, entertain the TikTok community, and deliver real business impact. This year’s winning campaigns distinguished themselves through bold creativity, smart use of TikTok-first ad solutions, and a deep understanding of the platform’s vibrant and highly engaged community.
From scroll-stopping storytelling to campaigns that translated attention into measurable results, the 2025 winners demonstrated how powerful creativity and strategy can go hand in hand on TikTok.
Greatest Branding Award: Colruyt × Fullsend
The Greatest Branding award recognizes standout branding campaigns that successfully combine innovative strategy with bold, platform-native creativity to drive awareness and impact. Colruyt’s holiday campaign, developed and executed with Fullsend, exemplified exactly that.
To strengthen brand preference during the crucial end-of-year shopping period, Colruyt launched a fully TikTok-first campaign built around a smart, phased approach. The campaign began with an early brand presence, gradually shifting toward inspiration and practical support as the holiday shopping season reached its peak.
A key strength of the campaign was its seamless integration of TikTok’s community-driven features. By leveraging tools such as reply-with-video and a custom Colruyt augmented reality effect, the brand actively engaged users rather than simply broadcasting messages. Importantly, the campaign resonated across linguistic markets, reaching both Dutch-speaking and French-speaking audiences with tailored, relevant, and creative content.
Outstanding Results and Real Impact
The results clearly reflected the campaign’s success:
- +10.8% increase in ad recall in the Netherlands
- 1.35 million unique users reached
- Strong uplift in purchase intent, with 50% of surveyed viewers indicating plans to shop at Colruyt
These outcomes underline the campaign’s effectiveness in driving awareness, consideration, and intent—key objectives for upper-funnel branding on TikTok.
Setting a New Standard
With this award-winning campaign, Fullsend and Colruyt demonstrated how brands can authentically connect with the TikTok community while achieving meaningful business results. Their Greatest Branding win at the 2025 Benelux TikTok Ad Awards not only celebrates a successful holiday campaign, but also showcases what’s possible when creativity, culture, and impact come together in a truly TikTok-first way.
Congratulations to Fullsend whom continues to raise the bar for creative excellence across the Benelux region.