The Situation
Meta CPMs were rising. The brand's Meta CAC had grown from €48 to €72 over 18 months as iOS privacy changes degraded targeting precision. The audience was still there, but the cost to reach them was rising faster than revenue. TikTok offered a less competitive auction — but Floor had no production infrastructure and no experience with the platform's content requirements.
The Turning Point
Benchmarking data showed that TikTok's beauty category was growing 180% year-on-year in the Netherlands, with CPMs 60% lower than Meta. The opportunity cost of not testing was becoming impossible to ignore.
What We Did — And Why
Rather than producing brand-style content (polished, produced, obviously advertising), we recruited 8 Dutch micro-creators (10k–80k followers) to produce authentic product reviews in their own voice. These UGC-style videos were amplified as Spark Ads — appearing as native content in the For You feed. Targeting layered TikTok's beauty interest categories with lookalike audiences built from the brand's Meta customer list.
Our Approach
- 1.UGC creative strategy: recruited 8 micro-creators to produce native-style review content at low cost
- 2.Spark Ads boosting the best-performing organic content from creators
- 3.Product-specific targeting layered with lookalike audiences from Meta customer lists
The Results
The best-performing creative (a 28-second 'honest skincare routine' video) generated 6x ROAS. The €5k test scaled to €22k/month. TikTok CAC was €38 versus €72 on Meta. New customer acquisition grew 340% year-on-year.
In Their Own Words
“Creative is the targeting on TikTok. The right video finds its audience. The wrong one is invisible regardless of the targeting.”