UGC ad examples by industry: 12 documented campaigns and what they did

How to read these examples

Every example comes from a page TikTok publishes to sell advertising, so the results are real campaign numbers that the vendor chose to show. Few pages give campaign dates, budgets or control groups. Use the formats, not the figures: they show which creative patterns a category has already proven, which is the useful starting point for your own brief.

TikTok's own Spark Ads guide reports that in 2022 internal A/B tests, Spark Ads had a 134% higher completion rate and a 157% higher 6-second view-through rate than standard In-Feed ads. That helps explain why almost every example below runs creator posts as Spark Ads instead of uploading the file as a brand ad.

To find current examples for your own category, TikTok's Top Ads dashboard filters ads by region, industry, objective and time frame and sorts them by reach, CTR and 2-second and 6-second view rates. Logged-out visitors see only five ads, so sign in to Ads Manager first.

Skincare and beauty UGC ad examples

KASH Beauty, an Irish brand, combined its founder Keilidh Cashell with creators producing first-impression videos, product demos and looks from natural to full glam, each with a hook in the first seconds. The posts ran as Spark Ads in summer 2022. TikTok reports more than 7 million impressions, more than 39,000 clicks and a ROAS of 2.22.

SKIN&LAB, a K-beauty brand working with the agency G Futures, ran content from US micro-influencers alongside brand content as Spark Ads from April 10 to 16, 2025. TikTok reports more than 380,000 impressions, a 43% average 6-second focused view rate across 38 videos and a CPM 15% below its benchmarked target. (The page headline shows a different view rate than its body; we quote the body.)

The pattern for skincare is first-impression and demo: a face, a texture shot and a reaction. Watch the claims, though. The FDA treats a product as a drug, not a cosmetic, when its claims promise to change the body, and its examples include "restore hair growth", "reduce cellulite" and "regenerate cells". Keep UGC scripts on appearance and experience. More angles for this category are on our AI UGC for skincare page.

Supplements

Kiala Nutrition, which sells a super greens powder, ran creators' relatable product reviews and personal experiences with trending sounds and a clear call to action, as Spark Ads with Value-Based Optimization. TikTok reports 75.3 million video impressions, a 43% lower CPA, more than 10,600 conversions and more than 301,000 website clicks.

Supplements are the category where UGC testimonials carry the most legal risk. The FTC's Health Products Compliance Guidance says health claims need competent and reliable scientific evidence, generally randomized controlled human trials, and that anecdotal evidence is never enough on its own. The Endorsement Guides add that consumer endorsements are not scientific evidence, and a "results not typical" line does not fix an atypical testimonial. TikTok restricts weight-management claims to audiences 18 and older and bans "easy or guaranteed" results and body shaming; Meta has similar rules for weight-loss and cosmetic ads. Brief creators on taste, routine and convenience, not outcomes. Our supplements page lists angles that stay inside those lines.

Fashion

Monnalisa, an Italian children's fashion brand, asked three Italian creators to dance in new outfits and post to their own followers, then ran the posts as Spark Ads. TikTok reports a reach of more than 1.5 million users and 8 million impressions.

KNO Dress, a Saudi luxury fashion brand, boosted its own organic posts as Spark Ads and encouraged customer content around Ramadan. TikTok reports an 8x ROAS, more than 2,000 purchases and more than 100,000 additional site visits.

Fashion UGC works when the garment moves: a try-on, a dance, a styling sequence. If you produce fashion ads with AI actors, Virtual Try-On keeps the outfit as the subject, and our fashion page has more format ideas.

Mobile apps

KUDU, a Saudi food delivery app, had a local creator make humorous videos that showed app features and ran them as in-feed Spark Ads for one month. TikTok reports 24,600 downloads and a cost per install 75% below internal benchmarks.

StudySmarter, a German study app, boosted an explainer video that the creator @britnathy had posted organically. TikTok reports more than 5.1 million views, a 34.4% click-to-install rate and a cost per active user 44% lower than on other channels.

RECICLOS, a Spanish recycling app, ran organic, conversational videos from two creators as In-Feed ads and rotated creatives every two to three weeks. TikTok reports 332% more sign-ups, a 74% lower CPI and a 63% higher conversion rate, and the page says the creator content beat overly produced content.

The app pattern is a person explaining one feature while the screen proves it. That is the structure of our App Demo mode, and the mobile apps page covers hooks for install campaigns. The RECICLOS rotation schedule is also a useful default: plan new openings every few weeks rather than waiting for fatigue.

Food and beverage

Burger King Turkey launched a milkshake in summer 2022 with a Branded Mission that collected content from micro and nano creators, then amplified the best posts with Spark Ads. TikTok reports a 15x year-over-year increase in ice cream sales, an 8% lift in new-product awareness and 58 million video views.

BlendJet, which sells portable blenders, ran organic recipe videos from food, fitness and lifestyle creators in "Things TikTok Made Me Buy" and life-hack styles as Spark Ads. TikTok reports more than 28 million impressions, 407,000 clicks, 12,000 conversions and a 1.43% CTR.

Food and drink UGC sells the moment of use: the pour, the first sip, the recipe. Our food and beverage page has angles built around that moment.

SaaS and home goods

Goodcall, a B2B AI phone-answering product, sourced creators through TikTok Creator Marketplace for 15–30 second videos with one clear message and quick transitions, then ran the best ones as Spark Ads. TikTok reports customer acquisition cost falling from $185 to $7 per sign-up, more than 6,000 sign-ups and 75% retention. B2B buyers scroll the same feeds as everyone else; what changed was a plain-spoken explanation instead of a product tour. See our SaaS page.

MR.DIY, a Malaysian home-improvement retailer, had a creator film a shopping trip through a store showing products and prices, run as Spark Ads. TikTok reports more than 9 million views, more than 145,000 likes and more than 15,000 paid followers over five days. BlendJet, above, is a home-goods example too. Our home goods page covers demo and unboxing angles; Box Opening turns the first-open moment into a take.

Turn an example into your own brief

Copy the structure, never the creative. Name the format (first impression, demo, review, try-on, shopping trip), the hook, and the one message, then write your own version for your product.

1. 01

   Pick one example per test round from your category and write down its hook, format and call to action.

2. 02

   Draft three openings in the same format. The UGC hooks library is sorted by angle and industry.

3. 03

   Write the body with a UGC script template that matches the format and length.

4. 04

   Put claims, banned phrases and usage rights in a UGC brief, whether a creator or an AI actor delivers it.

5. 05

   Launch the variants together and compare openings with the hook rate calculator before reading conversions.