Granny Flats WA x Unify

The objective

Granny Flats WA is a Western Australia-based builder specialising in custom-designed granny flats. Operating in an industry often clouded by complex regulations, non-transparent pricing and widespread misinformation, they faced the crucial challenge of earning trust of prospective homeowners.

To overcome these barriers, Granny Flats WA partnered with digital agency Unify to reshape its brand perception through TikTok. The goal was clear – to build awareness, establish credibility through educational content and convert trust into tangible leads and sales.

The solution

Unify implemented Smart+, TikTok’s AI-powered campaign solution, to help Granny Flats WA run a high-performing, conversion-focused campaign. Powered by machine learning and predictive intelligence, Smart+ optimised every step of the process: from setup and audience targeting to creative management and campaign optimisation.

Recognising that TikTok users prefer authentic, story-driven content over polished corporate messaging, Unify crafted a strategy built around educational storytelling. The team produced relatable videos that simplified complex building concepts, addressed common homeowner concerns, and showcased Granny Flats WA’s expertise in a friendly, accessible tone.

By combining Smart+ automation with human creativity, Granny Flats WA was able to streamline campaign operations, allocate budget efficiently and maintain consistent performance, all while delivering content that resonated with real consumer behaviour on the platform.

The result

With Smart+, Granny Flats WA achieved a 76% lower Cost Per Action (CPA), 20% higher Conversion Rate (CVR) and 6x more impressions compared to non-Smart+ campaigns. The results demonstrate how the power of automation, when paired with authentic and educational storytelling, can effectively drive both trust and performance.

*Performance based on a comparison between Smart+ and non-Smart+ campaigns run from 1 Jan 2025 to 28 Jan 2025.