Koala

The Objective

Well-known Australian furniture brand Koala designs sustainable furniture for every lifestyle while doing wonders for the planet. Koala wanted to elevate brand love and campaign performance by testing what type of creative formatting resonates best with its highly engaged audience of 18+, renters, home owners, home buyers and furniture enthusiasts on TikTok.

To understand this, Koala teamed up with TikTok and Incubeta to test if native style TikTok content outperformed repurposed assets when looking at cost per click and click-through rate. By testing creative campaign performance, Koala can make more informed decisions around future campaigns to ensure high audience engagement which ultimately drives business growth.

The Solution

To understand what style of campaign creative would have the highest audience engagement, an experiment was run to test the performance of creative that felt more organic and authentic compared to a highly polished advertisement.

Koala generated four TikTok-style creatives based on organic characteristics including: creators ( Chantel Mila ), TikTok graphics, background music and transitions. By tapping into the tools of TikTok, the content boasted a more organic feel versus its repurposed ad counterpart, leading to stronger engagement, favorability and resonance. The TikTok-first content authentically connected with their young home-buyer target community and provided them a destination to engage with each other.

The Results

Tapping into the platform's tools to create authentic, purposeful TikTok content delivered outstanding results and meaningful insights for Koala. The TikTok-first ads delivered a CPC 14% stronger than their re-purposed ads whilst the CTR outperformed them by 30%.

Regardless of creative format, all of Koala's content achieved incredible results. This can be attributed to their use of In-Feed Ads. By integrating natively into users' For You pages, the content was embraced by the TikTok community and turned attention into action.