Hill House Home

The objective

Capturing incremental impact across the customer journey

Hill House Home is a fashion and lifestyle brand that brings beauty and joy to everyday rituals. With a strong focus on community and creativity, the brand looked to TikTok to engage a broader audience and drive incremental sales through full-funnel activation.

By partnering with TikTok, Hill House aimed to test the platform’s true business impact via a Conversion Lift Study—measuring how TikTok influences consumer behavior from awareness all the way to purchase.

The solution

Proving TikTok’s influence through Conversion Lift

To effectively drive conversions while maintaining brand presence, Hill House used a 90/10 split between performance and branding spend. Most ad dollars went toward lower- and mid-funnel objectives, such as Traffic and Web Conversions, while a smaller portion focused on Reach and Product Sales to capture new audiences.

The brand leveraged creator-driven and organic branded content to make campaigns feel native and engaging. This authentic approach allowed Hill House to build trust and interest at scale.

To quantify TikTok's impact, a Conversion Lift Study was conducted. This method split Hill House’s audience into two groups:

• The exposed group saw TikTok ads.

• The control group did not.

TikTok then compared the incremental lift between these two groups to determine the platform’s influence on specific outcomes like search activity, add-to-cart behavior, and purchases.The study confirmed that TikTok not only boosts awareness but also directly contributes to key conversions—validating it as a full-funnel growth driver for fashion brands.

The results

Driving measurable lift across the funnel

The Conversion Lift Study revealed compelling results. TikTok drove a +73% lift in purchases, a +66% lift in search activity, and a +48% lift in add-to-cart actions. Additionally, Hill House achieved a strong $3.75 incremental ROAS, proving the value of strategic investment across the funnel.

TikTok’s unique ability to blend performance marketing with brand storytelling positioned Hill House to win across every stage of the shopper journey.

Tips & takeaways

• Blend branding with performance: Use a strategic mix of reach, traffic, and conversion objectives to influence every stage of the funnel.

• Tap into creator-driven content: Native, authentic videos help build trust and drive deeper engagement with target audiences.

• Measure impact with Conversion Lift: Use TikTok’s Conversion Lift Study to isolate and validate the platform’s true business value.