One Product, Two Converting Angles

Two organic TikTok creatives for the same product, intentionally designed to serve different stages of the purchase journey.

Rather than optimising for virality, both assets were built to align with buyer psychology on TikTok. Capturing attention, qualifying intent, and converting over time.

Combined impact:

  • 350K+ total views

  • £1,070+ total GMV

  • 70+ items sold

  • CTR range: 2.8–5.7%

  • Peak CTOR: 5.13%

These results demonstrate how feed-first creative can function as performance assets when framed around behavioural intent rather than reach alone.

Ad 1: Education -Led, Consideration First

Using a curiosity-led format captures attention, educates the audience, and converts through repeat exposure.

Single organic TikTok generated £380+ GMV from one video across its lifecycle, driven by high initial interest and delayed conversion as trust accumulated over time.

Total Views: ~179K Total GMV: £380+ Average CTR: 3.7–5.7% Peak CTOR: 5.13% Timeframe: ~5 months (organic)

Performance Insights

  • Consistently high CTR indicates strong curiosity-driven hooks and compelling framing

  • Lower early CTOR suggests consideration-stage behaviour rather than impulse purchasing

  • Significant late-stage CTOR increase shows conversion after repeat exposure and trust-building

  • The asset functioned as mid-funnel content, warming audiences for future purchase decisions

Why It Worked

  • Education-first storytelling encouraged exploration rather than feeling sold to

  • Long-form, creator-led delivery positioned the product within a broader behavioural context

  • Content invited reflection and self-identification, increasing memorability

  • The format aligned with how audiences consume and evaluate recommendation content on TikTok

Make It

Ad 2: Conversion Led, Trust-First

Using a classic format — Hooks, Educates and turns intrigue into Sales.

Single organic TikTok generated £694+ GMV from one video across 3 months, with conversion efficiency increasing as reach declined.

Total Views: 174k Total GMV: £694+ Average CTR: 2.8-3.6% Peak CTOR: 4.08% Timeframe: ~3 months (organic)

  • High initial CTR indicates strong hook and scroll-stopping framing

  • Rising CTOR over time suggests delayed purchase behaviour, not impulse clicks

  • The asset matured into a high-intent conversion video, ideal for retargeting or paid amplification

  • Performance indicates trust-led UGC, not urgency-based sales tactics

Why It Worked

  • Native, reply-style format reduced ad resistance

  • Creator-led explanation built credibility over time

  • Product positioned as a solution, not a push

  • Content aligned with how buyers actually make decisions on TikTokVideo B: Curiosity-led, education-first framing

Make It

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I have used this process to create multiple speculative scripts for numerous 6+ figure brands

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