Maskun Kalustetalo

The objective

The furniture retailer consistently engages their TikTok audience through fun, authentic content

Founded in 1983 by Toivo Sukari, MaskunKalustetalo is a Finnish furniture retailer that began as a small local store. After 43 years, the family owned company has grown into one of Finland’s largest furniture chains. The brand focuses on offering a wide range of quality furniture at competitive prices, making home furnishing accessible to a broad audience.

On TikTok, @maskulaiset has built a strong organic presence with nearly 30K followers. Their content is authentic and TikTok-native, featuring lighthearted, humorous videos with company employees to engage audiences and generate interest in their stores. Key themes include interior design inspiration for living rooms, bedrooms, and dining areas, alongside product highlights showcasing specific furniture and home décor items.

Working with their agency, SDM Digital, this campaign was launched with the primary objectives of driving website traffic, increasing video views, and boosting online sales.

The solution

Launching a high-impact TopView campaign for Black Friday

The campaign ran from November to December 2025, covering the Black Friday and pre-Christmas peak shopping period, targeting TikTok users in Finland.

The campaign used Spark Ads alongside TopView to drive both engagement and reach. Spark Ads allowed Maskun Kalustetalo to amplify high-performing organic content and incorporate creator content into paid activity, helping build a varied and authentic content mix. This approach made it possible to scale content that was already resonating with audiences while maintaining a native feel on the platform.

Being a Black Friday campaign, the goal was to make maximum impact within a short, focused period. To achieve this, Maskun Kalustetalo leveraged one of TikTok's most powerful high-impact formats, TopView. TopView campaigns appear immediately when users open the app through full-screen, sound-on video, helping drive awareness during the key shopping period.

The campaign also leveraged TikTok Smart+ to manage targeting, creative delivery and optimisation. This allowed the brand to use broad targeting across Finland while relying on the platform’s algorithms to prioritise users most likely to engage and convert.

In terms of content, the campaign continued the brand’s organic approach, focusing on fun, authentic and informative videos produced both in-house and in collaboration with creators.

The results

Outstanding results creating a halo effect for the brand

The Black Friday campaign for Maskun Kalustetalo was a resounding success, generating 55,030 link clicks at a cost per click of €0.23 and delivering an extraordinary 10X lift in ROAS.

The primary objective was to increase reach and remain top of mind during Black Friday.

A brand lift study conducted by TikTok showed that ad recall was 24.6% higher in the exposed group compared to the control group, while brand preference grew by 9.3% (a relative lift of 59%), demonstrating that TikTok advertising effectively strengthened both awareness and preference for Maskun Kalustetalo.

By combining TopView and Spark Ads with Smart+ , the furniture retailer delivered an authentic and engaging campaign with strategic execution that drove real results.

Key to the campaign’s success was the use of custom retargeting audiences for dynamic product ads, which boosted ROAS and lowered CPA, as well as testing multiple creatives during the TopView campaign to identify which hooks and content resonated most with different audiences.

Beyond the key metrics, the campaign created a halo effect for the brand, increasing overall engagement and generating very positive customer feedback.

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