Benchmark ads in<\/b>\u00a0the Kantar Digital Creative Effectiveness Awards for APAC are built on <\/b>meaningful moments<\/b><\/p>\n
SINGAPORE<\/span><\/span>, April 30, 2025<\/span><\/span> \/PRNewswire\/ —\u00a0L’Or\u00e9al Paris<\/span> was today awarded as the brand delivering the most creatively effective digital ad as judged by consumers in the 2025 Kantar Digital Creative Effectiveness Awards for APAC. The global skincare and cosmetics powerhouse connected with consumers with its ‘Revitalift Oil Control TikTok’ in Thailand<\/span>.<\/p>\n The success of the L’Or\u00e9al Paris<\/span> creative is due to it effectively leveraging platform-native nuances to drive intentional attention. It directed viewers focus exactly where it matters thus ensuring the message lands and the brand shone through it all. The portrayal of Thai actress and L’Or\u00e9al Paris’<\/span> spokesperson felt warm yet aspirational, creating a sense of shared intimacy that encouraged viewers to linger and connect.<\/p>\n “Overall, the content felt purpose-built for TikTok. It’s the type of content that feels right at home on the platform, so viewers are more likely to be drawn in, be entertained and enticed<\/span>,<\/span>” says Irene\u00a0Joshy, Kantar’s Head of Creative for APAC. “Having taken second place in the 2024 awards too, L’Or\u00e9al is a stellar example of a marketer who invests in consumer insights and creative development to guide creative choices that resonate in context.”<\/p>\n Garnier earned runner-up honours for its ‘Turbo Bright Double Action Face Wash’ ad, which resonated with Indian consumers by showcasing how the brand empowers men to navigate the challenges of urban life. Reflecting the relevance of maintaining one’s appearance while leading an active lifestyle amidst a polluted environment, the ad combined dynamic visuals, purposeful settings, and music tailored to appeal to the modern Indian man.<\/p>\n Mama Sita’s ‘Divers’ ad from The Philippines<\/span> rounds up the top three. The ad delivered a humorous twist on food category tropes leading to a fun family moment. The light-hearted narrative, combined with mouth-watering visuals, created a joyful family moment that resonates deeply with Filipino viewers.<\/p>\n Overall, the 2025 winners represent a vibrant showcase of brands, categories, and markets all reflecting the rich diversity of the region. Each campaign is unique in how it makes meaningful moments matter with platform-first thinking through powerful storytelling with emotional clarity.<\/p>\n “Great advertising is not about the loudest voice or the flashiest display or the most impressive content partnerships; it’s about creating meaningful moments that resonate deeply, inspire action, and build lasting connections. Without this, brands are wasting precious dollars,” explains Irene.<\/p>\n Joshy also adds that the top-performing ads in the region share a common foundation: “The ads that resonated most with APAC consumers are built on five key tenets making moments more meaningful to build deeper audience connections and drive greater brand preference.”<\/p>\n How brands can create Meaning in Moments:<\/b><\/p>\n The uniqueness of the\u00a0Kantar Creative Effectiveness Awards is that the winners are determined by real consumer feedback through Kantar’s LINK+ ad testing solution and qualitative evaluation of Kantar’s diverse creative experts based on analysis of over five hundred ads tested in 2024. LINK+ is independently validated to predict both short-term sales impact and long-term brand growth. Creatively effective ads identified through LINK+ are four times more likely to drive sales and deliver stronger returns on marketing investment<\/a>2<\/sup>.<\/p>\n The most creatively effective digital ads in APAC in 2024:<\/b><\/p>\n\n