Desigual and Adsmurai win the Greatest Impact award at the 2025 TikTok Ad Awards with the “Not a Doll” campaign

Barcelona, December 4, 2025 - Desigual and Adsmurai have been recognized at the TikTok Ad Awards 2025 as winners of the Greatest Impact category, an award that celebrates campaigns capable of generating significant social impact through native creativity and innovative use of organic and paid strategies within the TikTok ecosystem.

A category that celebrates purpose-driven creativity

The Greatest Impact award honors the campaign that best combines: authentic and relevant narratives for the TikTok community, and innovative organic and paid media strategies capable of driving results both on and off the platform.

“Not a Doll” stood out for its cultural sensitivity, its ability to connect with young audiences, and its success in transforming a collection launch into a wide-reaching social conversation.

“Not a Doll”: a campaign with cultural impact

Desigual launched “Not a Doll” to present its new spring-summer collection and connect with a younger, more diverse audience. Starring Ester Expósito, the campaign advocates for self-expression and rejects the objectification of women's bodies, aligning with a cultural moment defined by debates around identity and representation.

In this context, the brand experienced a phenomenon that reflects the unique dynamics of TikTok. As Sonja Pavlicevic, Head of Social at Desigual, explains: “Through our campaigns on TikTok —and especially this one— we learned that the community ensures our actions don’t end when they launch; the conversation enriches and constantly renews them.”

The message of “Not a Doll” coincided with the rise of the “Protect the Dolls” movement, linked to the defense of trans rights. Rather than avoiding the debate, Desigual integrated it naturally, expanding the campaign with a second phase featuring a trans model. As Pavlicevic adds: “A cultural moment of enormous impact inspired us to rethink our strategy and launch a bold and relevant message.”

@desigual 'Not a Doll' is a cinematic journey through L.A. that captures the most authentic side of @Ester - breaking free from others' expectations and reclaiming the confidence to dress for yourself, and no one else. Away from headlines and judgments, and through a powerful narrative, Ester reminds us that “women grow, change, gain and lose weight - we’re not dolls”, inviting us to challenge the pursuit of perfection imposed upon us, break molds, and challenge stereotypes.    #DESIGUAL #EsterExposito ♬ original sound - Desigual

TikTok-first strategy from the start

The campaign was conceived with a native TikTok-first approach. Each piece was created specifically to integrate organically into the feed:

• Get Ready With Me as the key format for the Top View launch.
• Point of Views, raw aesthetics, ambient sound and agile editing.
• Humorous and culturally relevant cues (such as the hot dog video).
• Replicable looks, fashion edits and participatory dynamics.
• Vertical production, concise messaging and cinematic aesthetics.

This approach expanded into a full-funnel strategy connecting reach, video views and product sales campaigns, reinforced by a 360° presence across YouTube, Netflix, Amazon, Meta, outdoor media, events and a podcast.

Results: quantitative and cultural impact

“Not a Doll” generated a multiplying effect in audience, conversation and brand perception:

• +17 million unique users (+4% vs. previous campaign).
• 13,320,702 video views (+19% vs. benchmark).
• 15% VTR (+27% vs. previous standard).
• 0.40% CTR (+30% vs. objective).

But its most relevant impact was qualitative: it placed Desigual at the center of a cultural debate, strengthened its connection with young audiences and solidified the partnership with Ester Expósito as a global ambassador.

The symbolic value of the award for Adsmurai

The recognition comes at a key moment for Adsmurai and represents a milestone for the team.

As Marc Elena, CEO of Adsmurai, highlights: “This is the first TikTok Ad Award we’ve won as a company, and it could not mean more to us. The fact that it comes alongside Desigual —our first client and a partner we’ve been working and growing with for over ten years— makes it especially meaningful.”

His vision reinforces the depth of this shared achievement: “This campaign demonstrates the impact generated when creativity, courage and technology come together with purpose. We are immensely proud of this recognition and the journey we’ve taken alongside Desigual.”