# TikTok Shop: Summer sale campaign 2025

> 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.

Source: https://ourownbrand.co/work/tiktok-summer-sale-creator-campaign-2025  
Client: TikTok Shop  
Services: Platform native content creation, Social Media Management, Influencer marketing  
Updated: 2026-05-19

## The challenge

### The Challenge

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.

## Our approach

### Our Approach

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.

## The results

### Benchmarks & Impact

### The Outcome

🚀 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.

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Our Own Brand (OOB) is a social-first creative agency in London, founded in 2018: social, creative, influencer, brand and paid social for 200+ brands. Two UK Social Media Awards 2026 wins. Brief us: https://ourownbrand.co/contact · hello@ourownbrand.co · More for agents: https://ourownbrand.co/agents.md