Gen Z makes up the largest share of TikTok users and is also the hardest group to reach with traditional advertising. One consumer brand proved that the key is not a big budget but content that fits the platform's culture.
Instead of cutting down a TV commercial, the team produced a series of 15–20 second videos in a user-generated style: a curiosity-driven hook in the first 2 seconds, the product appearing naturally in everyday situations, and a short call to action at the end.
For targeting, the campaign started broad instead of restricting by interest. TikTok's algorithm found the best-responding audience during the learning phase, so CPM decreased over time instead of rising from audience fatigue.
Results after 6 weeks: over 12 million impressions, an average CTR of 1.8%, and cost per order down 34% versus previous channels. The lesson: on TikTok, creative drives about 70% of performance — invest in content before scaling budget.