musicMagpie: Turning refurb sceptics into buyers on TikTok.
musicMagpie wanted a creative TikTok campaign to launch its new rental and store offering to Gen Z and millennials, one that built awareness and, more importantly, delivered ROI. Our performance creative strategists wrote the scripts, creators who looked like the audience made the UGC, and a fluid paid strategy put it in front of the right people. The campaign drove over 2,000 sales and £5.60 back for every £1 spent.
Results at a glance
208,239 link clicks to musicMagpie.
8,000+ new followers on the brand's TikTok.
52.6M impressions across the campaign.
Awareness was the start. ROI was the point.
musicMagpie had a new rental and store offering for phones and wanted Gen Z and millennials to hear about it on TikTok. Awareness mattered, but the brief was clear that return on investment mattered more. Buying refurbished still makes plenty of people hesitate, so the content had to sell the offer and answer the doubts in the same breath.
Drive a strong return on investment for musicMagpie's new rental and store offering through TikTok.
Build awareness of the offering among Gen Z and millennial audiences.
Scripted to sell, made to feel real.
We started with the script, not the creator. Every brief was built to move someone from curious to checkout, then handed to creators who could say it in their own voice.
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The insights
For a lot of younger shoppers, a refurbished phone raises one question before any other: scam or no-brainer? Until that's answered, the deal doesn't matter. The most convincing answer doesn't come from a brand ad. It comes from someone their own age unboxing a new iPhone, admitting they haven't paid retail price for a phone in years, and typing “I love musicMagpie” into their notes app.
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The strategy
We wrote unique scripts and briefs designed to drive action, briefed creators who reflected the Gen Z and millennial audience, and amplified the strongest UGC with a fluid paid strategy on TikTok.
Scripts and briefs
Campfire's in-house performance creative strategists wrote every script with one job in mind: get people to act. Each brief knocked down a barrier to purchase and explained what musicMagpie actually offers.
Creator UGC
Creators who reflected our target audience filmed UGC from those briefs, from “POV: You got a new iPhone for half the price” to straight answers on whether refurbished phones are a scam or a no-brainer.
Fluid paid amplification
We put paid behind the content and moved budget as the results came in, so spend kept following the videos that were turning views into sales.
Campfire services on this project
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The impact
The campaign delivered over 52.6M impressions and 208,239 link clicks on TikTok, and those clicks turned into more than 2,000 sales. For every £1 musicMagpie spent, it made £5.60 back. The content gave the brand's own TikTok a lift too, adding more than 8,000 new followers who will see whatever musicMagpie posts next. One creator summed up the whole pitch in a single line: “I haven't paid retail price for a new phone in years.”