Bonny

The Objective

Bonny is an Australian bedding brand known for its premium quilts, sheets, and bedroom essentials. As an emerging business in the competitive home and living category, major retail moments like Black Friday are crucial opportunities to drive revenue. 

However, scaling during peak periods can come at a cost. Acquisition costs can rise as competition intensifies, making it more challenging to grow sales without eroding margins. For Bonny, the challenge was not simply to increase revenue, but to do so sustainably. 

The Solution

To drive sales while maintaining stable acquisition costs, Bonny turned to Smart+ campaigns on TikTok. 

Smart+ is TikTok’s AI-powered automation solution designed to simplify performance marketing. Instead of manually adjusting bids, targeting, and budgets throughout the campaign, Smart+ leverages past performance signals and real-time data to identify high-intent users and allocate spend toward the combinations most likely to convert. This enabled Bonny to scale based on data-driven insights rather than relying on guesswork. 

To further strengthen results, Bonny paired Smart+ with Spark Ads, blending brand-owned content with creator content into the For You feed. This created a balanced mix of educational product messaging with relatable storytelling, helping Bonny capture attention in a way that felt authentic and native to the platform. 

The Results

Together, the Smart+ campaign paired with Spark Ads delivered 35% uplift in ROAS, 61% lower CPC and 25% lower CPA compared to a manual campaign. 

For Bonny, this was not just about improved metrics. It marked a shift in how the brand viewed TikTok, from a useful discovery platform to a scalable, performance-driven growth channel.