Está Pasando cofounder and executive creative director Jacobo Prieto on what makes a TikTok campaign stand out in 2025.
For brands with bold ideas and creative ambition, TikTok has proven to be a powerful outlet for inspiring audiences and deepening engagement. Through short-form video, the platform has transformed how people consume content, connect with brands, and make purchasing decisions.
Now in its fourth year, the TikTok Ad Awards celebrate the brands and agencies that dare to think differently with campaigns that have entertained communities, sparked imagination, and delivered measurable impact.
Fortune Brand Studio spoke with the industry leaders who judged this year’s contenders for TikTok’s top honors. Here’s what they revealed about what makes a campaign truly stand out on TikTok.
Jacobo Prieto is the executive creative director and cofounder of Está Pasando, a Madrid-based creative agency known for its social- and culture-first approach. With a robust background in art direction and graphic design, Prieto has built a reputation for blending creativity with cultural insight. Here, he discusses why authenticity is TikTok’s greatest strength and how brands can stay relevant in a space defined by speed, spontaneity, and connection.
How is TikTok changing the game for brand marketing?
For me, it’s the best platform to connect with new generations. It’s more organic, authentic, and creative. It’s open—good for taking risks and for play.
What’s the key to making creativity and data work together on TikTok?
[We focus on] combining creative risk with precise targeting. That’s how we turn a one-off activation into a full campaign that connects culturally, makes an impact, and delivers for the brand. For me, the cultural moment is so important [to tap into].
How do you find creative inspiration?
When I need inspiration, I dive into the platform and listen to the audience. The best ideas emerge organically from [what is already happening on] TikTok.
Trends change daily. How do you decide which ones to engage with?
Brands need to know their audiences really well—that’s the most important thing. They can’t jump on every trend, but they must get to trends quickly. Being late is never a good idea.
With so many metrics available, how do you make sure the work performs?
We mix creativity with data, precise targeting, and TikTok’s tools. It’s the combination—what you learn from the platform plus the tools you have on the platform—that makes the difference. Tools like Creative Center, Insight Spotlight, and TikTok Market Scope help us understand trends, culture, and audiences more deeply. They help spot what’s trending, what truly connects with audiences, and keep us thinking TikTok-first.
What is your advice to brands that want a TikTok-first approach without losing authenticity?
Scroll a lot, really dive into the platform. Really take the time to understand trends, creators, and the tools TikTok offers to better connect with your audience.
How do you approach purpose-driven storytelling on a platform that is used for entertainment?
It’s a difficult question because TikTok is very fun and playful. The key is finding a meaningful story that truly connects with the community and adapting content to each region without losing the brand’s essence. That’s how you stay fun, relevant, and effective.
What are your key takeaways from judging this year’s entries?
I’ve seen some great work. Brands and agencies need to take bigger risks and think TikTok-first. In Spain, some still try to bring TV or radio down to TikTok—you need to think on the platform and dive into it.