Forty creators, one brief, and a TikTok channel that now pays for itself.

The problem

Fernlight’s ads were beautiful and expensive. Every video took two weeks and a studio day, and most stopped working within a fortnight.

What we did

We wrote one short brief: show the morning routine, say the problem in the first line, hold the jar in shot. Then we paid forty customers to film it on their phones.

The best ten videos went into Spark Ads on TikTok and the same cuts ran on Meta Reels. New creators joined every month so the feed never went stale.

One brief beats forty briefs

Creators get the same three rules, not a script. That keeps the videos honest and makes it easy to compare them.

The result

Creator ads now drive 41% of Fernlight’s sales, cost per purchase is down 28%, and blended return is 2.9x across both channels.