Situation
Kavi Studio is a brand selling handmade jewellery. Their Meta advertising was performing steadily — 2.6M₺ a month in revenue at 3.1x ROAS. But every time they raised the budget on Meta, ROAS fell. To grow, they needed a new channel.
They had tried TikTok twice before and abandoned it both times.
Problem
Instagram creative had been carried over to TikTok. In the earlier attempts, the videos that performed best on Meta had been uploaded to TikTok exactly as they were. They were polished, edited, obviously “ad-like” videos. On TikTok the completion rate for the first three seconds sat at 6%.
Testing was far too slow. Four creatives a month were being tested. On TikTok a creative lives about a third as long as on Meta — at that speed, finding a winner is mathematically impossible.
The account was built on Meta logic. Narrow audiences, a large number of ad sets. TikTok’s algorithm works on broad targeting and a high variety of creative.
What we did
Week 1 — We built a hook library. We studied the 60 most-watched organic videos in the category and sorted the opening patterns of the first three seconds into eight families: confession, comparison, mistake, transformation, price shock, process, reaction, list.
Weeks 1-2 — We moved to UGC production. Videos shot on a phone by four different people, with minimal editing. No studio, no lighting rig, no filters. Twelve videos a week.
Week 2 — We rebuilt the account from scratch. One campaign, broad targeting, automatic placement. We tested creative, not audiences.
Weeks 2-6 — Weekly test cycle. Twelve new videos went live every Monday. On Thursday, anything that could not hold the first three seconds was switched off. The rest carried on and took budget. Across six weeks, 68 videos were tested.
Weeks 5-6 — We scaled the winner. Three videos stood out. We produced seven variations of each (different opening, different music, different ending). Budget was raised step by step from 4,000₺ a day to 38,000₺.
Result
By the end of the sixth week TikTok alone was producing 1,140,000₺ a month in revenue at 3.8x ROAS. Total monthly revenue rose from 2.6M₺ to 3.7M₺.
More importantly, ROAS on the Meta side went up too. The UGC videos made for TikTok were tested on Meta as well, and ended up among the best performing creatives there.