A woman with long dark hair holds a red phone toward the camera, its screen showing her smiling face, in a living room
Submitted by Campfire

musicMagpie Refurbished Phone TikTok UGC

Influencer Marketing

Campfire scripted TikTok UGC with Gen Z and millennial creators and amplified it through paid social for musicMagpie, reporting £5.60 back for every £1 spent.

2,000+Sales
208.2KLink Clicks
52.6MImpressions
8,000+New TikTok Followers

About the campaign

Campfire and its creators made scripted TikTok UGC for musicMagpie that drove over 2,000 sales and £5.60 back for every £1 spent. musicMagpie wanted to launch a new rental and store offering for phones to Gen Z and millennials in 2023. The brief put return on investment ahead of awareness, while many younger shoppers still hesitate over refurbished phones.

The agency's in-house performance creative strategists wrote every script and brief, each one aimed at a barrier to purchase. Creators who reflected the Gen Z and millennial audience filmed the UGC from those briefs. Formats ran from "POV: You got a new iPhone for half the price" to straight answers on whether refurbished phones are a scam. Paid budget on TikTok moved toward the videos that were turning views into sales.

The agency reports 52.6M impressions across the campaign and 208,239 link clicks to musicMagpie. Those clicks converted into the sales and the return on spend described above. The brand's own TikTok account also gained 8,000+ new followers during the campaign.

Case in 60 seconds

musicMagpie needed its new rental and store offering for phones to reach Gen Z and millennials on TikTok and return its investment, while buying refurbished still makes many younger shoppers hesitate before any deal registers.

Younger shoppers settle whether a refurbished phone is a scam or a no-brainer through someone their own age, because a peer unboxing a new iPhone carries more conviction than any brand advert can.

Campfire started with the script rather than the creator, so every brief was written to move a viewer from curious to checkout before creators delivered it in their own voice.

In-house performance creative strategists wrote briefs that each tackled a barrier to purchase, creators who reflected the Gen Z and millennial audience filmed TikTok UGC from them, and paid budget moved toward the videos turning views into sales.

Campfire reports 52.6M impressions and 208,239 link clicks on TikTok, which converted into over 2,000 sales and £5.60 back for every £1 spent, while the brand's own TikTok gained 8,000+ new followers.

Strategy Breakdown

Gen Z and millennial shoppers on TikTok, including younger buyers who hesitate over whether a refurbished phone is a scam or a no-brainer.
Refurbished phones carry a trust problem with younger shoppers, who ask whether the offer is a scam before they consider the price, so the content had to sell the offer and answer that doubt at once.
A peer their own age unboxing a new iPhone and admitting they have not paid retail price for a phone in years persuades younger shoppers more than a brand advert does.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • Campfire

Results & Evidence

MetricValue
Salesover 2,000+ sales
Link Clicks208.2K link clicks
Impressions52.6M impressions
New TikTok Followers8,000+ new followers

Why Campfire's strategy worked

  1. 1

    Writing the script before choosing the creator keeps every piece of UGC aimed at a specific purchase barrier, so content built for conversion can still sound personal once a creator says it in their own words.

  2. 2

    Category doubt has to be answered inside the selling content itself, because a shopper who suspects refurbished phones are a scam will not weigh the price until that question is settled.

  3. 3

    Moving paid spend as results arrive lets budget follow the videos that actually convert, which turns a batch of creator content into a set of live tests with money flowing to the strongest performers.

Related Case studies