Zenith goods

E-commerce / lifestyle

Short-form video

UGC

Paid media

Zenith is a DTC lifestyle brand selling minimalist home and desk accessories. The products were strong, but digital performance lagged: Instagram looked polished but had limited reach, TikTok was nonexistent, and paid campaigns built on studio imagery weren’t converting. With an $85 AOV and a best organic post reaching just 400 people, they had scale potential but no system to unlock it.

Platforms

Date

Jun 2025

zenithgoods

The challenge

Lifestyle e-commerce is saturated. Every brand on Instagram looks good. The brands that win are the ones that build purchase intent in the feed before the customer even reaches the product page. Zenith's existing content created desire but not urgency — beautiful images that got saved, not clicked. The paid campaigns suffered the same problem: polished creative that looked like an ad, performed like an ad, and got scrolled past like an ad.

Our strategy

We rebuilt the content system around native, creator-led content. On TikTok, eight home and productivity creators produced authentic UGC featuring Zenith products, while TikTok Shop connected that content directly to in-app checkout. Instagram ran a parallel Reels program with 12 ad creative tests to find the strongest angles, Pinterest drove long-tail discovery through keyword-optimized pins, and Meta campaigns were rebuilt around top-performing UGC with a 72-hour optimization cycle.

The results

Within 45 days of the UGC shift, ROAS rose from 1.4x to 5.8x and UGC creative converted at 4.1% versus 0.9% for studio photography. TikTok Shop added $38,000 in monthly revenue within 60 days, email grew by 6,400 subscribers in 90 days, and Pinterest became the brand’s third-largest traffic source that quarter.