Hallow

The objective

Driving seasonal impact through efficient Smart+ app promotion

Hallow’s key objective was to leverage TikTok’s Smart+ optimization to drive efficient app installs during the competitive Lent season. Rather than relying on manual campaign management, the brand aimed to harness automation to scale reach, maximize delivery, and capture high-value users at peak seasonal demand. Smart+ offered the opportunity to simplify execution while enhancing performance, enabling Hallow to deliver installs at scale with reduced friction in the user journey. By prioritizing Smart+ as their core strategy, Hallow positioned itself to not only deepen engagement with their faith-based community but also demonstrate the incremental value of TikTok’s performance-driven solutions.

The solution

Optimizing with Smart+ App Campaigns and creative performance solutions

To meet their goals, Hallow implemented TikTok’s Smart+ Campaigns with Maximum Delivery bidding, designed to scale installs efficiently while maintaining strong performance. This automated solution helped unlock greater optimization, ensuring that ads reached the right audiences at the right time. By leaning into TikTok’s algorithmic bidding and real-time learning, Hallow significantly reduced manual campaign management while boosting delivery at scale.

The campaign also incorporated the App Profile Page, a tool that streamlined the user journey by showcasing Hallow’s value proposition directly within TikTok. This reduced friction between discovery and download, making it easier for users to engage with the app’s offerings. By aligning their campaign with a key seasonal moment, Lent, Hallow successfully captured an audience seeking faith-based content at peak demand.

Creative strategy was another driver of success. By leaning into TikTok-native storytelling, Hallow tapped into authentic, engaging formats that resonated with audiences seeking tools to support their spiritual journey. Pairing platform-native creative with Smart+ automation allowed for a powerful combination of relevance, efficiency, and impact.

Together, these solutions not only expanded Hallow’s reach but also drove measurable lift in both impressions and installs, proving the strength of TikTok’s performance ecosystem for app growth.

The results

Amplifying scale and engagement with measurable impact

Hallow's Smart+ campaign delivered strong results, including a 29% lift in conversions and a 138% increase in impressions compared to manual campaigns. With over 24.8 million impressions and 13.3K installs, Hallow was able to scale efficiently while connecting with more users at a meaningful seasonal moment. Beyond performance, the campaign demonstrated TikTok’s ability to combine automated optimization with authentic creative to deliver sustainable growth.

Tips & takeaways

• Align campaigns with seasonal moments: Tap into key cultural or seasonal periods to reach audiences when interest and intent are at their peak.

• Use automation to scale efficiently: Smart+ campaigns help maximize delivery and performance by automatically optimizing bids and targeting high-value users.

• Simplify the path to install: Leverage the App Profile Page to reduce friction, giving users an easy way to learn about and download your app directly from TikTok.

• Pair automation with authentic creative: Combine Smart+ optimization with TikTok-native storytelling to engage users in ways that feel organic and drive meaningful results.