Return on creative: How TikTok-first ad campaigns are redefining ROI

In just a few short years, TikTok has gone from that hot new entertainment platform that Gen Z is using to become one of the primary driving forces in pop culture with 170 million active users in the U.S. and one billion users worldwide.

The advertising landscape has shifted dramatically as mobile has become the primary screen for consumers. Meanwhile, traditional advertising campaigns, with their high costs and fewer assets, are struggling to keep up—especially in an ongoing economic environment in which most marketers are under pressure to justify every dollar of marketing spend.

Smart marketers have increasingly turned to TikTok, notching close to a movie’s worth of time of daily usage per U.S. adult, as they rethink their creative strategies in an era dominated by short-form video.

“Creativity is the new currency,” said Krystle Watler, TikTok’s head of creative agency partnerships for North America, at the recent Ad Age Small Agency Conference & Awards in Boston. “But why is it often the first thing to get cut when budgets tighten? Brands that break through are creating consistent value for users and embracing new production and measurement methods.”

According to Watler, the key to unlocking brand growth lies in a modern approach to creative that involves moving away from strategies that focus mainly on big-budget, high-production content to a model that prioritizes volume, speed and relevance, featuring social campaigns with what she described as a “TikTok-first” perspective.

In an engaging onstage conversation with John Dioso, editor of Ad Age Studio 30, Watler demonstrated four recent brand campaigns—one from a holding company, one from an independent agency, and two from in-house marketing teams—that exemplify how the TikTok-first strategy is redefining creative success and generating real business results.

Ogilvy x CeraVe: From TikTok-first to winning the Super Bowl

Ogilvy’s campaign for skincare brand CeraVe demonstrates perfectly the magic of integrating TikTok from the outset. The campaign—which achieved 30 billion earned impressions and landed on virtually everybody’s list of the best ads of the last Super Bowl, including Ad Age’s own rankings—featured actor Michael Cera in a humorous storyline that played out across multiple platforms.

“The Super Bowl ad was just one component of a broader TikTok-driven strategy,” Watler said. “When you think TikTok first, you set yourself up for significant returns.”

The results were impressive: Within 24 hours of the Super Bowl ad's release, CeraVe saw a 25% bump in sales on Amazon, surpassing its sales records within two weeks. “This success shows that when TikTok is a central part of your creative brief, you can achieve extraordinary results,” Watler said.

VaynerMedia x Duracell: Riding the reality wave

VaynerMedia’s campaign for battery manufacturer Duracell turned a viral scandal from Bravo’s “Vanderpump Rules” into a major marketing success. By tapping into the trending topic of show star Tom Sandoval’s cheating scandal and breakup with costar Ariana Madix, the campaign resonated deeply with TikTok users.

“It’s about being in tune with cultural moments and leveraging them for brand engagement,” Watler said.

The campaign's impact—which included a follow-up spot featuring Sandoval’s former assistant—was staggering: 2 million organic views and 943 million earned media impressions.

“This case underscores how being agile and culturally relevant can propel your brand to new heights,” Watler stressed.

Mohawk Chevrolet: In-house ingenuity

Mohawk Chevrolet, a car dealership in upstate New York, showcased how in-house teams can create impactful content with minimal resources.

Its TikTok series, inspired by “The Office” and produced by just two team members— digital branding creators, Grace Kerber and Ben Bushen, who also star in the videos—garnered between 1 million and 2 million views per video.

“This is a perfect example of doing more with what you have,” Watler said. “You don’t need a massive budget to create compelling content.”

The campaign’s success highlights that even smaller local brands can achieve significant results on TikTok through creativity and resourcefulness.

“It’s inspiring to see how a small team can make such a big impact,” Watler added.

Alexis Bittar: Luxury meets storytelling

Alexis Bittar’s quirky campaign serves as a masterclass in content marked by high production values on a budget. The lifestyle brand used engaging narratives and scripted content to enhance its TikTok presence.

“The key is brave storytelling that connects with your audience,” Watler explained. “Alexis Bittar’s approach was a blend of high-quality production and authentic engagement.”

The campaign not only expanded the brand’s reach but also drove direct-to-site sales. “When you invest in quality and authenticity, you see dramatic results,” Watler emphasized. “It’s about creating value and variety for your audience.”

Watler wrapped up the conversation with a call to action for the industry:

“Let’s have fun and rediscover the joy of creative work,” she said. “My hope is that TikTok is inspiring each of you to unlearn what you've been taught and think anew about how to engage with audiences. When you're thinking about creating and concepting integrated campaigns, TikTok cannot be an afterthought. We have the data that when you launch a TikTok-first campaign, your campaign does exponentially better than if you launch it on other channels.”