Ghost Beds

The objective

Increasing sales for a UK based furniture company

Founded as a furniture business before expanding into manufacturing, Ghost Beds has grown into a UK furniture brand focused on designing, manufacturing, and selling its products directly to customers.

On TikTok, @ghostbeds has built an organic presence of almost 20K followers, with content focused on showcasing its products.

This campaign marked the beginning of a more structured paid advertising approach for the brand on TikTok. Rather than working with an external agency, Ghost Beds managed the campaign entirely in-house, allowing the team to oversee both content creation and campaign delivery directly.

The primary objective of the campaign was to drive sales through TikTok Shop, using the platform as a direct commerce channel to support the brand's continued growth.

The solution

Combining authentic content with optimised AI delivery

The key driver of this campaign was GMV Max, with activity launching in February 2026. GMV Max is TikTok Shop’s AI-powered campaign solution, designed to optimise delivery across TikTok Shop placements using real-time performance signals to maximise sales. By automating audience targeting, bidding, and creative delivery, GMV Max allowed Ghost Beds to focus on scaling product sales through TikTok Shop whilst continuously optimising campaign performance.

The campaign targeted audiences across the United Kingdom, including homeowners, renters, and younger consumers. To continually improve results, the brand ran ongoing tests comparing different hooks, product angles, and creatives.

In terms of content, the campaign combined entertaining, informative, and product-focused creative designed to feel native to TikTok. A variety of content styles were used to showcase products from different angles, helping the brand build a diverse creative mix whilst providing GMV Max with multiple assets to optimise campaign delivery throughout the campaign period.

The results

Outstanding ROAS delivered through a strategic GMV Max campaign

The campaign delivered strong commercial results for Ghost Beds, demonstrating the effectiveness of TikTok Shop as a sales channel for the furniture brand. The campaign achieved an ROI of over 11, maintained a CPA below £40, and generated £255.34K in GMV over the last 30 days.

Building on the GMV Max strategy, the brand combined organic discovery with paid promotion to help Ghost Beds reach highly engaged audiences at scale. By showcasing products in a way that felt native in users' feeds, the campaign was able to capture attention and stand out within a competitive furniture market.

Another key factor behind performance was the brand’s ongoing testing approach.

By continually experimenting with different creatives, hooks, and product angles, Ghost Beds were able to identify the content that resonated most strongly with its target audience. This was further supported by authentic product demonstrations and the use of content styles that had already proven successful across the brand’s organic activity.

Beyond the key metrics, TikTok has helped Ghost Beds increase brand recognition, expand online sales opportunities, and strengthen its position as a modern furniture brand with a growing digital presence.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.