TikTok Shop UK’s Summer Sale is one of the platform’s biggest retail moments of the year: a cross category takeover showcasing trending products from global brands to indie sellers across beauty, fashion, electronics and FMCG.
With expectations sky high and timelines tight, our mission was clear:
📈 Maximise awareness among in-app users aged 18+
🔥 Drive traffic at scale – high volume, low CPC clicks to key product landing pages
⚡️ Supercharge influencer marketing by tapping creators and UGC talent for authentic, scroll stopping content that not only entertained, but converted
The challenge? To pull off a creator-led campaign that balanced cultural authenticity with hard hitting performance, all under serious time pressure.
We built a creator powered, full funnel campaign that felt native to TikTok, but was engineered to drive clicks.
Top View Ad The hero. A 30-second creator led edit, stitched together from four voices, hitting users the second they opened the app. Instant reach, instant impact.
Reach + Traffic Ads Each creator delivered two styles of content:
Reach ads built for maximum visibility and thumb-stopping power Traffic ads with sharp CTAs and conversion first scripting All short, vertical, <30s and synced with sale messaging + trends
Platform-Native Storytelling We leaned into humour, trending sounds and raw, creator led storytelling, making content that felt organic in feed while spotlighting TikTok Shop’s biggest value props.
Funnel Optimisation From CTR to watch time to segmented targeting, we optimised in real time, learning fast and iterating even faster to keep the campaign firing on all cylinders.
🚀 Record-breaking CTRs within a tight campaign window. 💸 CPC under $0.40, a rare achievement at this scale in e-commerce. ⏱️ Increased watch times + engagement as the campaign gathered momentum.
