OMHU

The objective

Removing the biggest barrier to purchase during Black Week

OMHU is a Danish furniture brand known for its premium sofas and direct-to-consumer approach. With customers across Europe, the UK, and the US, the brand has built its reputation on delivering high-quality design while making the buying experience as seamless as possible.

As Black Week approached, OMHU identified a challenge common across the furniture industry: when customers fall in love with a sofa, one question often remains before they commit to buying, how will it get home without paying expensive shipping fees? For high-ticket purchases such as sofas, delivery fees often become the final point of hesitation between purchase consideration and conversion.

Rather than competing solely on discounts during one of the busiest retail periods of the year, OMHU wanted to address the underlying friction that prevented customers from completing their purchases. The goal was simple: drive record-breaking Black Week sales by removing the number one barrier to conversion while creating a campaign that could capture attention for this deal in TikTok’s fast-moving environment.

The solution

Turning a logistical challenge into a creative opportunity

Instead of leading with a promotional message, OMHU developed a creative concept designed to make audiences experience that friction first, before revealing the solution. The campaign featured a series of AI-generated TikTok videos showcasing TEDDY sofas being transported in increasingly absurd ways. From paddling a sofa across the ocean to balancing one on the back of a bicycle or dragging it through snowy mountain landscapes, each scenario exaggerated the lengths people might go to avoid paying for delivery.

The creative was intentionally designed for TikTok rather than adapted from traditional advertising. Visual surrealism, unexpected storytelling, and clear comedic payoffs helped capture attention and encourage viewers to stay engaged beyond the crucial first few seconds. By dramatizing the problem instead of simply announcing a promotion, OMHU allowed audiences to arrive at the value proposition themselves. Free shipping became the punchline and reward, rather than the headline.

With this strategic shift in the creative narrative, OMHU decided to use Spark Ads and Smart+ with the objective of driving sales.

The results

Record-breaking sales driven by TikTok-native creativity

The campaign demonstrated the power of combining a strong consumer insight with creative tailored specifically for TikTok, and the engine of TikTok's ad formats to get their message through.The result was a campaign that generated both business impact and strong audience engagement:

• 57M+ impressions

• €435K purchase value

• 5.42 ROAS

Beyond the measurable results, the campaign marked an important milestone for OMHU. It was the brand’s first major initiative built around a creative platform idea rather than a product feature or discount-led message. By embracing content designed specifically for TikTok’s audience and culture, OMHU successfully transformed a practical purchase concern into an entertaining brand story.

The campaign not only delivered the largest sales month in the company’s history but also demonstrated how solving a genuine customer pain point can create both commercial impact and stronger brand relevance.