Digital Natives X DYMO

The objective

Optimising performance of TikTok native content for a global leader in organisational technology

DYMO was founded in 1958 in California as an embossing company. Since being acquired by Newell Brands in 2005, DYMO has grown significantly and is now a global leader in providing innovative solutions that simplify everyday organisational tasks.

Its product range spans offices, warehouses, worksites, homes, and classrooms; from simple embossers and manual label makers, DYMO is a technology-driven organisational brand specialising in label makers.

On TikTok, @dymolabels shares user-generated content (UGC) and content from creators to generate interest in their products. They previously ran TikTok campaigns in 2023, when they ran a Back to School campaign in partnership with Digital Natives Content. The campaign focused on repurposing influencer content into fast-paced edits targeting three key markets across EMEA.

For their latest campaign, DYMO once again collaborated with Digital Natives to boost awareness, consideration, and website traffic, measuring performance through reach, video views, and clicks.

This campaign served as a test, using insights from the 2023 campaign to determine whether native techniques and a bespoke set of TikTok-specific ads would outperform the more generic cross-platform ads used previously.

The solution

Using a tactical test-and-learn approach to optimise campaign performance

The campaign, which ran for four months during the back-to-school season, was activated across Belgium, the Netherlands, and Germany, targeted two key audiences:

• Creative Crafters: Millennials aged 27–44, 70% female, predominantly parents

• Home Organisers: Parents aged 27–44

DYMO leveraged TikTok Spark Ads to achieve their campaign goals of brand awareness, reach, and video views. They ran three distinct campaigns (Reach, Video Views, and Traffic) and utilised TikTok ad features to optimise performance. This included Dynamic CTAs, Option Add-Ons, Smart Interests & Behaviours, and Automatic Placements.

In terms of content, the campaign assets were created to seamlessly blend with content that their audience would be used to seeing on their For You pages, taking inspiration from TikTok trends and popular formats, maintaining authenticity and audience relevance. To boost their reach, they also partnered with a number of influencers during the campaign including @lindaseel, @decorize_diy.homestyling, @anniscookiekitchen, and ten others.

For their own ads, DYMO ran three variations of a “green screen-style” creative within the Traffic campaign. These featured 'Mr. Dymo' reacting to various product functionalities including Bluetooth connectivity, in-app design, and label materials. This approach provided insights into which features resonated most with audiences, driving clicks and encouraging longer view times.

The results

Exceeding expectations with strategic use of TikTok native creatives

With an initial goal of reaching 11 million users and generating 127,000 clicks, the campaign exceeded expectations — reaching over 12 million users and achieving more than 268,000 click-throughs at a cost-per-click (CPC) of £0.67. It also delivered over 3 million engagements, resulting in a 2.7% engagement rate.

By using TikTok’s Spark Ads format, DYMO led with original, platform-native creative which blended seamlessly into users' feeds, aligning with the content audiences expect to see.

Leveraging custom audiences allowed DYMO to effectively target their two key demographics with tailored content, enhancing both authenticity and relevance across the campaign.

Beyond the core performance metrics, DYMO also saw significant increases in app downloads during the campaign period: Germany: +54% uplift, Netherlands: +25% uplift, Belgium: +87% uplift

Following the success of this campaign, the brand plans to increase its investment in TikTok for future campaigns to further meet engagement goals. One key insight was that shorter creatives tend to perform better, reflecting the limited attention span typical of app users.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.