Flip.ro
How Flip.ro drove record-breaking sales with TopView, creators, and full-funnel strategy
The Objective
Turning skepticism into sales during peak season
Flip.ro is a fast-growing Romanian e-commerce for refurbished electronics. Competing in a highly price-sensitive market, the brand aimed to use Black Friday to position refurbished as the smart alternative to new devices and prove that sustainability and savings can go hand in hand.With TikTok as a core focus, the goals were:
Increase brand awareness before and during Black Friday
Drive traffic and sales with TikTok-first formats
Grow remarketing audiences for long-term value
The Solution
Teasing early. Converting fast. Win with creators
The campaign rolled out in two phases:
1. Pre-Black Friday Teasing Flip.ro launched a TopView one day before the sale, featuring popular TikTok comedian Drăcea. Shot natively on iPhone, the humorous spot teased the upcoming launch and directed users to Flip.ro for early sign-ups.
TopView Results:
12M impressions & 3.3M reach in 1 day
CTR 54% higher than account benchmark
2. Full-Funnel Execution When the sale hit, Flip.ro ran a full-funnel TikTok strategy:
Top Feed placements for maximum visibility
Traffic and Smart+ Conversion campaigns to fuel sales and pixel learning
Multiple ad formats: native videos, commercial-style clips, carousels
They also partnered with top Romanian creators — Iustion Chiroiu, Lucian Lazanu, and Sabin Streaza — who naturally wove the Black Friday offer into their signature comedy, helping Flip.ro stand out while keeping the tone fun and local.
The Results
From top views to top performance
The campaign exceeded expectations across all funnel stages:
+25% YoY sales during Black Friday (50% increase on Day 1 alone)
1.29% average CTR (vs. 0.73% account average)
+27% YoY conversion rate
400% higher video watch time vs. Meta (18.66s vs. 0.04s)
Flip.ro not only reached more users. It drove better engagement and stronger intent. TikTok emerged as the top-performing platform in both traffic quality and cost-efficiency.
Bonus win: This campaign was shortlisted in the “Greatest Performance” category at the TikTok Ad Awards CE, validating its creative and commercial impact.
Working on this campaign was both a challenge and an incredible experience. We combined ambitious goals with bold creatives and a daring approach — exactly what we needed. We didn’t throw out our commercial ads, but reimagined and combined them in a way that truly engaged our audience. This Black Friday, we stepped outside the box and it paid off. Now, we’ve got a playbook for what’s next