From Reach to Revenue: How TP-Link Turned Creator Content Into a Full-Funnel Growth Engine

TP-Link, a leading consumer electronics brand, came to Trevant to launch new products on TikTok. Getting seen was easy. Getting someone to add a security camera or a 4K bundle to their cart was the actual test.

Over three campaigns, the mandate evolved. First, prove TikTok could deliver efficient reach for a new product category. Then, prove creator content could drive purchases directly, not just impressions. Finally, build a single campaign where upper-funnel awareness and lower-funnel conversion worked together from day one, instead of running in sequence.

Building Reach: The Home Security Camera Launch

When TP-Link launched a new home security camera line, the goal was straightforward: establish a presence on TikTok and drive awareness in the U.S. market. Trevant built an influencer strategy around 108 relevant creators across a range of niches and interests, chosen for how naturally they could convey product benefits inside real home and lifestyle content.

Paid amplification then extended that content beyond the creators' collective 6.42M followers, using a reach objective and specific interest targeting to reach the full scope of the intended audience — while building the platform signals that would pay off in later campaigns.

Testing Commerce: The Holiday TikTok Shop Push

The following holiday season, TP-Link and Trevant took the next step: could creator content drive purchases directly? Forty creators produced organic content that emerged as the platform's top performer in saves and shares — a strong signal of purchase intent.

Trevant tested both website-conversion and product-sales campaigns against that content and let the data decide. Product sales campaigns clearly outperformed, so budget shifted to the format that converted. Daily performance monitoring surfaced a critical insight along the way: CPA spiked five days before Christmas, informing both in-flight budget shifts and future holiday planning.

Building Full-Funnel: The 4K Camera Launch

By the time TP-Link launched its new 4K camera line, Trevant had the data to build upper- and lower-funnel into a single campaign instead of running them sequentially. Twenty-five creator partnerships produced 42 posts across YouTube, Instagram, and TikTok — each one built to tell the product story authentically while pointing toward a clear path to purchase.

Paid amplification was applied strategically rather than broadly, directing spend toward the content already proving it could convert. Upper-funnel awareness seeded demand. Lower-funnel tactics harvested that demand inside the same campaign — no waiting for the next launch.

What Three Campaigns Built

Each campaign delivered on its own mandate, and each one made the next one sharper.

The home security camera launch established TP-Link's presence on TikTok efficiently: 2.5M paid impressions, a CPM 166% lower than benchmark, and 6.88M organic video views — proof that creator content native to the platform could earn attention without overpaying for it.

The holiday TikTok Shop push turned that attention into transactions: 510 product sales through TikTok Shop, a 65% decrease in CPA, and a 4.8% organic engagement rate that made TikTok the campaign's top-performing platform for saves and shares.

The 4K camera launch delivered the strongest results of the three, because it didn't have to choose between reach and conversion: 1.9M sales purchases, an 84% increase in add-to-carts over the prior year, and 218K clicks to the landing page.

Three campaigns, one system: each launch made the next one smarter, and the results compounded.