Creator-Led Package assets for Target: 2x higher blended ROAS, +11% CTR
Commentary byROASArchiveOur analysis, not theirsTarget added creator-made ads from TikTok's Creator-Led Package next to its own produced ads, and the creator assets delivered 2x higher blended ROAS than non-creator assets.
Their CTR was also 11% higher. TikTok published the result in a case study on Target's Circle Deal Days sales.
- Blended ROAS: 2x higher for Creator-Led Package creative than for non-creator assets. The ROAS values themselves are not shared.
- CTR: 11% higher than non-creator assets, so more viewers clicked through.
- Not shared: spend per asset type, number of creator assets, conversions or how the comparison was set up.
The change
Before
Target ran assets it produced itself (non-creator assets) in its Circle Deal Days campaigns on TikTok.
After
For the June Circle Deal Days campaign, Target paired its own assets with creators through a Creator-Led Package. The case study says this added more native creative across paid and organic placements.
Our reading: why it likely worked
Our interpretation, not the advertiser's claim.
- Creator videos look like the posts people already scroll past on TikTok, so they may feel less like ads than studio work.
- A higher CTR feeding into a higher blended ROAS suggests the creator ads drew shoppers who were more ready to buy, not just curious clicks.
- Running creator and brand assets side by side gave the algorithm more variety to match with different shoppers.
Caveats: TikTok published this about its own ad product (vendor-reported), and the page does not explain how the creator and non-creator assets were compared, so treat it as a reported comparison inside one campaign, not a clean split test. Spend, conversions, duration and the ROAS values themselves are not shared, and it is one large retailer during a sale event.
How to run this in your account
- Hypothesis
- If we run creator-made assets next to our own produced ads in the same campaign, then the creator assets will get a higher ROAS because they feel native to the feed.
- Primary metric
- ROAS
- Guardrails
- CTR
- CPA
- Creator cost per asset
- Who should try it
- Retail and ecommerce brands with a TikTok budget large enough to run both asset types at once. It fits less if you can't fund creators or only run a handful of ads.
Who got the result
TikTok for Business · Target published this result (Platform success story). The numbers are theirs; the summary and commentary on this page are ours.
Questions
Do creator ads beat brand-made ads on TikTok?
In Target's June Circle Deal Days campaign, TikTok reports that Creator-Led Package creative got 2x higher blended ROAS and 11% higher CTR than non-creator assets.
It is one retailer's result published by TikTok.
What is TikTok's Creator-Led Package?
In this case study, it paired Target's own assets with creators whose content matched how TikTok users find and share products.
The page does not list its price or terms.
Should I replace my brand ads with creator ads?
Target mixed the two rather than swapping one for the other.
Testing both side by side, as Target did, lets you see which works for your account.