Fantastic Furniture x Orange Line

The Objective

Starting as a small stall in Sydney’s Parklea markets in 1989, Fantastic Furniture has grown into one of Australia’s leading furniture brands, now boasting over 80 stores nationwide. To further elevate brand visibility, drive traffic and boost sales, Fantastic Furniture teamed up with Orange Line, a Sydney-headquartered digital marketing consultancy, to create a seamless customer journey from discovery to conversion. This partnership aimed to integrate strategic insights and innovative campaigns, enhancing Fantastic Furniture’s reach and impact across key digital platforms using insights from campaigns launched on TikTok Ads Manager. Through implementing a full-funnel campaign on TikTok ranging from Video Views to Landing Page Views and Sales objectives, they hope to drive better outcomes in the long run, decreasing cost per action (CPA) on web events over time.

The Solution

Orange Line and Fantastic Furniture worked closely in a collaborative, data-driven approach, focusing their efforts on multiple campaigns in their full funnel strategy. Utilising a mix of reach, landing page views, and conversion-based ads, they continually optimised ad targeting and creative strategies to drive both traffic and conversions. Along the way, they closely monitored performance data to ensure that each campaign was effectively contributing to their goals, such as pausing underperforming ads that have passed the learning period. 

To reach new and existing customers, Orange Line targeted specific demographics, interests and behaviours that aligned with Fantastic Furniture’s customer base. Retargeting campaigns were leveraged to re-engage users from their ‘Video Views’ and ‘Website Traffic’ ads but had not converted. By creating a Custom Audience of users who have viewed their content or website through upper funnel ad campaigns and retargeting them in lower funnel campaigns with conversion or catalog sales objectives, they are able to create multiple touchpoints with tailored messaging to influence purchase decisions more effectively.

In terms of their creative strategy, they created a variety of non-sales content in different ad formats including image carousels, catalogue carousels, and interactive add-ons such as countdown timers. Such visuals can stand out from other content on the ‘For You’ feed, which may capture the attention of viewers and increase brand visibility. By refreshing ad creatives for every new promotion they are running, they reduce creative fatigue on their ads and gain new insights to effective creatives. While non-sales content can drive upper funnel objectives, Carousel Catalogs were also created and used in lower funnel campaigns driving Catalog Sales. With the objective of directing engaged users to their website, Carousel Catalogs allow advertisers like Fantastic Furniture to show multiple products in a swipeable carousel to send users to unique product landing pages, facilitating a more seamless shopping and checkout experience.

To maximise their ad performance in the long run, Orange Line frequently runs A/B tests to identify the best-performing creatives and audience targeting settings, allowing them to fine tune campaigns for their clients and ensure the best possible return on ad spend. By integrating their TikTok campaigns into an omni-channel strategy, they would also leverage audience insights gained on their TikTok campaigns to retarget users across other advertising platforms, reinforcing their brand message and nurturing them towards purchase decisions.

The Result

The campaign concluded with impressive results, achieving a 48% reduction in Cost per ‘Complete Purchase’ events and a 50% reduction in Cost per ‘Add to Cart’ events from May to September 2024. These outcomes highlight the campaign's effectiveness in significantly lowering acquisition costs while maximising value at each stage of the purchase funnel. By successfully aligning strategic planning with data-driven optimisations, the campaign not only enhanced cost efficiency but also emphasised its impact in driving high-value conversions and creating sustainable growth opportunities.

While Fantastic Furniture did not actively focus resources on TikTok at the start, the success of their paid campaigns have also gradually drove organic interest in the brand. The brand observed a significant growth in their followers, with many users following the brand after seeing ads and engaging with their content. Additionally, user-generated content (UGC) from satisfied customers were shared organically on TikTok, with more people sharing their own home setups featuring Fantastic Furniture products, further boosting brand visibility. Such organic growth not only reinforces the brand’s presence on TikTok but also forges a stronger connection with its community, making it easier to maintain engagement in the future. 

The success on TikTok has opened the door for Fantastic Furniture to explore further business opportunities, fostering keen collaborations with influencers and content creators to further boost brand awareness and establish long-term partnerships in the home décor space.