The Circular Pantry: How Matsmart Built a 9.3x ROAS Engine

The Challenge

Matsmart experienced slow growth across Denmark and Finland due to a modest commission rate structure. The brand needed to break through in both markets and drive meaningful commercial scale without relying on massive advertising budgets.

The Strategy

Shifting away from expensive Instagram influencers, the campaign focused on price-conscious, purpose-driven student creators on TikTok to reach Gen Z. The strategy united Matsmart's sustainable food-saving mission with the financial realities of students, building an efficient, self-sustaining creator network.

Execution and Innovation

By leveraging platform-native TikTok trends and precise audience targeting, student creators shared authentic content demonstrating how to save money while reducing food waste. The approach allowed creators to organically advocate for the brand to peers facing similar budget constraints.

Results

The campaign delivered extraordinary commercial performance on a minimal outlay. From a total spend of just €18,982, the partnership generated €177,083 in direct sales, representing a 9.3 times return on ad spend.

Judges' Verdict

"A very strong small-budget performance case with clear strategic discipline."