12.
Primally Pure: Creator TikToks as CTV Ads
A DTC skincare brand put its best-performing TikTok creator content on connected TV as Social CTV units. Against its two traditional spots, cost per site visit fell up to 84% across Discovery+, Peacock, Samsung TV Plus and The Roku Channel. Spaceback case study.
84
%
lower cost per site visit than its TV spots
4
premium streaming publishers
$
0
spent on new TV production
The challenge
Primally Pure, a natural skincare brand, wanted connected TV for awareness and site traffic. TV production cost meant one or two commercials, and one or two cuts wear out fast at CTV frequency. What the brand did have was a deep library of TikTok creator content that already performed.
What ran
The top creator posts were rebuilt as Social CTV units through Spaceback, with the creator frame, caption and counts intact, and trafficked alongside the two traditional spots on Discovery+, NBC Peacock, Samsung TV Plus and The Roku Channel. Same audience, same flight, so the creative was the only variable.
What it returned
Video completion improved, and cost per site visit came in below the traditional spots on every publisher: 84%, 63%, 22% and 4% lower. No new production was bought. The marketing director said the social units quickly outperformed the brand's other programmatic assets.
Spaceback case study, run with the brand's agency. Creative powered by Spaceback. Judi Media runs the same format on its own connected TV plans; results vary by category, creative and budget.
