Hily

The Objective 

Reaching US audiences with native creator collaborations 

Just like finding romance, selecting the right campaign creative involves some trial and error. And, ultimately, you want your investment to pay off.

Aiming to target US singles and drive app downloads, dating app Hily was well acquainted with creators’ ability to reach intended audiences authentically. The challenge was how to do it at scale. Cue the ‘meet cute’ with TikTok Creator Challenge (TTCC).

A platform designed to help brands create scalable, creator-led branded content, TTCC gave Hily an easy way to find a stream of compatible creators and engaging content. And, with TTCC’s subsidised production fees, it developed the ultimate testing strategy, ensuring ad spend only went behind the highest-performing creative. 

The Solution 

Scalable creator content + optimised ad spend = the perfect pair

Prior to tapping into TTCC’s creator community, Hily’s internal team spent a lot of time trying to source enough high-performing creator content to test. Eager for a simpler solution, the brand turned to TTCC to send a ‘call out’-style brief to all relevant creators on the platform.

As well as providing space for key ‘Dos and Don'ts’, the TTCC briefing process encourages brands to input their top ‘Product selling points’, ensuring creators produce accurate content that’s aligned with the brand’s objectives. For Hily, the brief included key messages around encouraging app downloads, as well as a request for ‘US Trending Music’ and a note offering creative freedom with the video content. Some creators told funny dating stories or showed themselves taking Hily’s compatibility test, while couples shared success stories about meeting on the app.

Thanks to TTCC’s automated briefing process, Hily’s speedy new turnaround gave the brand enough content to test every single video. With performance data at hand, Hily ensured its ad spend was used for only the most impactful content.  

The Results 

Trusting creator intuition and boosting ROAS

For Hily, TTCC continues to be a huge success – so much so, that 90% of all of the brand’s ads on TikTok are created through TTCC. With content driving a 16% boost in return on ad spend (ROAS) and a 20% decrease in cost per action (CPA), TTCC gave Hily a cost-effective, scalable way to leverage engaging creator content.

Hily also reaped the benefits of trusting creator intuition. By encouraging creators to lean into the formats and narratives that they know will be impactful, the brand received an array of platform-native content that authentically engaged its target demographic. 

A testing strategy and evergreen content process rolled into one, TTCC enabled Hily to create scalable engagement on TikTok and gain a better understanding of what works. Only invest in the best – a good tip for all occasions.