We launched Canvas Factory’s first TikTok campaign, targeting both the top and bottom of the funnel. We tested the new platform for three months and rigorously monitored any potential halo effects on Google brand search and Meta remarketing.We launched a top-of-the-funnel traffic campaign optimised for 10-second landing page views, focusing on engaging high-intent users. This approach allowed us to drive more qualified traffic and capture users slightly further down from the awareness stage in the conversion funnel.

We incorporated UGC from Kiwi and Australian creators to give our ads a more genuine and authentic feel. This strategy proved highly effective on Meta, driving a 56% reduction in cost per landing page view at the top of the funnel within the first month. As we scaled this approach further down the funnel, UGC continued to deliver strong results, accounting for 38% of total revenue.We have now incorporated UGC content as an important part of our social strategy to drive more awareness and conversions for Canvas Factory.

Overall, we saw a significant lift in performance across Meta and TikTok over a six month period compared to the period prior, including…

allowing us to scale ad spend by 35%, continuing to grow their revenue and market share overall. This success was driven by combining new and existing channels to unlock substantial growth for Canvas Factory.

The strategic integration of TikTok allowed us to reach a fresh audience while optimising for both top and bottom of funnel goals. In addition, embracing UGC which has proven to be highly effective on social media platforms like TikTok, will continue to play a crucial role in driving long-term success for Canvas Factory.

_{¹Kalehoff, M. (n.d.). TikTok UGC and Brand Videos Outperform Other Ad Formats In Driving Attention In Mobile [Review of TikTok UGC and Brand Videos Outperform Other Ad Formats In Driving Attention In Mobile]. Realeyes. Retrieved April 24, 2025, from TikTok UGC and Brand Videos Outperform Other Ad Formats In Driving Attention In Mobile}