The University of Phoenix is redefining how higher education connects with adult learners by tapping into TikTok’s full-funnel power. Ambeur Stevenson, Performance Marketing Manager, shares how the university reached 1 million followers by blending paid and organic strategies to authentically engage working professionals, parents, and career changers. Through strategic testing, audience expansion, and creative alignment, the University of Phoenix has seen measurable improvements in engagement, conversion rates, and cost efficiency.
Ambeur explains how integrating TikTok’s brand performance testing and retargeting tools allowed the team to lower CPLs while expanding reach into new demographics, including 18–24-year-old learners exploring flexible education options. By aligning paid campaigns with organic storytelling, the brand amplified its student voices, optimized enrollment intent, and strengthened its mission to lead, inspire, and grow.
What You’ll Learn in This Episode:
How the University of Phoenix hit 1 million TikTok followers by combining organic and paid content strategies
The full-funnel TikTok approach that improved conversion rates while lowering cost per lead
Why integrating retargeting and audience expansion became key growth levers for performance
How the brand used creator-led and student-led content to authentically connect with new audiences
The impact of reaching the 18–24 demographic on lead quality and long-term growth
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
Net Conversion Analytics Manager, Alex Edwards, shares how the agency turned TikTok into both a growth engine for clients and a catalyst for stronger partnerships. By pairing creator-driven content through TikTok’s TikTok One with automation tools like Smart+, the team scaled creative output, reduced ad fatigue, and achieved 3x higher spend efficiency and 20%+ stronger CPA performance.
Alex also breaks down how TikTok’s unique discovery mindset unlocked incremental audiences not found elsewhere, and how testing, data integration, and machine learning now power the agency’s approach to full-funnel success.
What You’ll Learn in This Episode:
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
Aroma Concepts shattered expectations by achieving seven-figure sales within just 40 days of launching on TikTok Shop. Founder and Owner Sheraz Ishaque reveals how the key breakthrough came when Ishaque overcame initial hesitation about selling fragrances through TikTok LIVE, a category where customers typically want to try products first. His first 3 hour LIVE session generated five-figure sales, and on peak days, major LIVE sessions now deliver seven-figure sales within six to eight hours. This success was built on strategic influencer partnerships and leveraging the trust between creators and their audiences to drive authentic product reviews.
What You'll Learn in This Episode:
How Aroma Concepts achieved seven-figure sales within 40 days of launching on TikTok Shop
The strategy behind generating five-figure sales in the first 3 hour TikTok LIVE session
How to overcome category challenges by building trust through influencer partnerships and authentic reviews
The approach to scaling TikTok LIVE sessions to deliver seven-figure sales in six to eight hours
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
From zero to 1.3 million followers, Curio has helped brands achieve explosive growth through TikTok’s short-form power. Founder Josh Aven shares how his Los Angeles-based agency turned brands with no TikTok presence into viral engines while driving a 15:1 ROAS and 10x revenue growth for one of the top-performing TikTok Shops in the U.S.
Josh breaks down how his team leverages TikTok’s trend cycles, creator-led storytelling, and data-driven planning to outperform expectations. From building a rebrand that hit 4x its impression goal to achieving an annual benchmark by May, he reveals how Curio’s agile creative process and close collaboration with TikTok have made the platform an unmatched growth channel for both Fortune 50 clients and fast-scaling DTC brands.
What You’ll Learn in This Episode:
How Curio grew a client’s TikTok account from 0 to 1.3M followers in 18 months
The strategy behind driving a 15:1 ROAS and 10x revenue growth through TikTok Shop
How to build high-performing creative by testing short-form content and following trend signals
Why rebrands that blend music, messaging, and visual storytelling can 4x impression goals
How strong relationships with TikTok reps and internal teams unlock ad credits and campaign advantages
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
Sightly turned a TikTok trend into a measurable growth engine that tripled CTR and doubled a client’s followers in one campaign. Senior Director of Partnerships and Business Development Maeve Gordon shares how the team uses TikTok’s culture-first signals and APIs to help brands act fast, stay relevant, and turn real-time moments into performance results.
By layering TikTok’s organic, discovery, and mentions APIs with TikTok One, Gordon and her team built a moment marketing system that captures cultural momentum before competitors do. From 3x engagement for beauty partners to 4x CTR lifts in automotive, Sightly’s agile approach shows how acting on TikTok insights can translate directly into revenue growth.
What You’ll Learn in This Episode:
How Sightly capitalized on a TikTok trend to align with a CPG brand’s KPIs and deliver 3x CTR and 2x follower growth
How to combine internal data with TikTok’s Organic API to spot cultural shifts early and move from insight to activation
How to use TikTok One and micro influencers around beauty trends to unlock 3x engagement with authentic content
How to leverage Discovery and Mentions data to capture intent spikes and drive up to 4x CTR for categories like automotive
How brand mentions and conversations can reveal real-time creative opportunities, turning cultural chatter into strategic action
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
Lavashak founder Nima Adelkhani shares how a single organic creator moment ignited a wave of 3 billion impressions on TikTok, shifting the brand from a Persian-community niche to national demand. He breaks down the systems behind onboarding roughly 7,000 affiliates, amplifying top posts with Spark codes, and using GMV Max to accelerate what’s already working. Since that first spike, the team has shipped nearly 130,000 orders and now attributes about 80% of sales to TikTok.
Nima explains how creator-led content and affiliate automation lowered customer acquisition costs into the single digits compared to the $30 to $50 range he sees on other platforms. He outlines how Lavashak evaluates when to boost with paid ads and how one passionate micro-affiliate generated about $100,000 in GMV by posting authentic, experimental content that viewers trust.
What You’ll Learn in This Episode:
How a creator with 5,000 followers sparked 12 million views in a week and helped kick off a path to 3 billion total impressions.
The process Lavashak used to onboard around 7,000 TikTok affiliates and send samples at scale to fuel consistent posting.
How to spot your top 5–10% organic performers and turn them into high-impact ads
How to launch new products with GMV Max and keep it running on autopilot while you manage operations
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
InstaBomb founder Casey Dalton shares how a homegrown kitchen hack turned into a 90% TikTok-powered business. What started as a mom’s solution to make healthy, all-natural meals easier, vegan-friendly “food bombs” filled with global spices, quickly found its audience through creator demos, organic storytelling, and community feedback that shaped everything from packaging to product development.
Casey breaks down how TikTok creators helped demystify a complex product, why real-time engagement replaced traditional focus groups, and how automation through GMV Max dropped customer acquisition costs. With TikTok serving as both launchpad and learning lab, InstaBomb built a thriving business grounded in authenticity, cultural connection, and efficiency.
What You’ll Learn in This Episode:
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
Dr. Anish Nanda, Director of E-Commerce at GuruNanda, shares how the family-run wellness company turned TikTok Shop into a powerful growth engine that bridges online discovery and offline retail. Known for its natural oral-care products and mission to “bridge the gap” between premium quality and everyday affordability.
From viral creator videos and affiliate partnerships to fulfillment and retail expansion, Dr. Nanda breaks down how TikTok helped transform GuruNanda from a DTC favorite into a national retail player, even helping secure shelf space at Target.
What You’ll Learn in This Episode:
How GuruNanda leveraged TikTok Shop to reach hundreds of thousands of new customers
The affiliate marketing strategy that now drives more than 90% of sales
Why fulfillment by TikTok became a key unlock for operational scale
How TikTok’s creator-driven discovery fuels both e-commerce and retail growth
The lessons behind turning viral moments into lasting brand visibility and trust
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
MaryRuth’s has turned TikTok Shop into its fastest-growing sales channel ever by combining 24/7 LIVE streaming, large-scale creator seeding, and automated ad solutions like GMV Max. Chief Revenue Officer Jay Hunter shares how TikTok has become the brand’s number one awareness driver, fueling cross-channel lift across Amazon, retail, and DTC. By investing heavily in creator partnerships and letting the algorithm optimize ad spend, MaryRuth’s has built a sustainable growth engine powered by both authenticity and performance.
Jay breaks down how his team built a constant content pipeline by sending out thousands of products weekly to creators, generating a steady flow of authentic reviews, unboxings, and testimonials. This strategy, combined with around-the-clock LIVE streaming and smart ad amplification, has made TikTok central to the company’s record-breaking year. Today, roughly 90% of MaryRuth’s TikTok sales are ad-influenced, proving that community, creators, and intelligent automation can work together to scale a wellness brand faster than ever before.
What You’ll Learn in This Episode:
How MaryRuth’s made TikTok Shop its fastest-growing channel in company history
The 24/7 LIVE streaming strategy that builds constant community engagement and sales
How 90% of TikTok sales are ad-influenced through GMV Max
How product seeding thousands of units weekly fuels affordable, authentic creator content
The feedback loop that turned creator insights into top-selling SKUs and new product innovations
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
Daily Nouri has transformed their gut health business by leveraging TikTok's educational power and advertising capabilities to reach millions of consumers. Founder and CEO Caroline Carralero reveals how her strategic approach to TikTok advertising resulted in a hundred-fold increase in video views and engagement, while simultaneously driving traffic across their omni-channel business including national retail partners.
Carralero's success stems from recognizing TikTok's unique ability to educate consumers while building brand awareness for the probiotic and prebiotic category. By partnering directly with TikTok's ads team and utilizing automation and affiliate models, Daily Nouri has created a dynamic content strategy that delivers both educational value and measurable business results across multiple channels.
What You'll Learn in This Episode:
How Daily Nouri achieved a hundred-fold increase in video views and engagement through TikTok advertising
The strategy behind using TikTok to educate consumers about health in the gut microbiome space
How to leverage automation and affiliate models in partnership with TikTok's ads team for better results
The approach to driving millions of impressions across TikTok, website, and national retail partners
How to create diverse, educational content that entertains while building trust in the health and wellness category
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
Hello Cake is rewriting the rules of brand growth by using TikTok to spark real conversations around sexual wellness and turn them into measurable business results. SVP of Paid Media & Analytics Amanda Liu and VP of Digital Product Mikayla Markrich share how the brand’s TikTok-first creative strategy, full-funnel testing, and data-driven experimentation have made the platform a key driver of baseline growth across every channel.
By combining creative agility with performance discipline, Hello Cake has built a system that blends organic virality, audience education, and long-term demand generation, proving that authentic storytelling can be just as powerful as conversion-focused campaigns.
What You’ll Learn in This Episode:
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
Peta Jane Beauty has built a profitable TikTok advertising strategy that consistently delivers at least 3x ROAS while scaling their self-tanning business. Managing Partner Alex Samusevich and Founder Peta Murgatroyd share how their strategic approach to TikTok advertising, combined with affiliate partnerships and creator content, creates a powerful system that feeds their advertising machine with high-performing creative assets.
Their breakthrough moment came when a single piece of creator content drove them to sell two months worth of inventory in just two days, but the real value lies in their systematic approach to profitable scaling. Through content creation at scale and strategic advertising amplification, Peta Jane Beauty has built a sustainable growth engine that delivers strong ROAS while creating spillover effects across other channels like Amazon.
What You'll Learn in This Episode:
How Peta Jane Beauty maintains at least 3x ROAS through strategic TikTok advertising and affiliate partnerships
The system behind selling 2 months of inventory in 2 days through explosive creator content
How to use affiliate and creator partnerships to feed your advertising machine with winning creative assets
The importance of content creation at scale for testing and optimizing advertising performance
How TikTok success creates spillover effects that drive growth on Amazon and other channels
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
Kainan Pires, founder of Wingz Media, reveals how his agency helps CPG and food & beverage brands achieve measurable growth by rethinking acquisition as a full-funnel system, spanning creative, media, and landing page strategy. Rather than treating each channel in isolation, Wingz Media unifies content creation, audience targeting, and conversion optimization to accelerate learning and scale efficiently. Through this holistic approach, one client saw a 30% drop in CPA and a 50% decrease in add-to-cart costs, proving that full-funnel thinking—paired with creator-driven storytelling, can outperform traditional performance tactics.
What You’ll Learn in This Episode:
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
Horizon Next has mastered the art of turning TikTok into a full-funnel performance engine. Paid Social Performance Lead Cerise Vazquez Wright shares how her team combined Smart+, Spark Ads, search, and LIVE to drive results that outperformed traditional brand channels.
Smart+ campaigns streamlined targeting and creative delivery, helping the agency reduce costs and improve ROAS. Spark Ads attached to branding campaigns turned awareness into measurable action, driving cost per bookings that were 60% stronger than other brand channels. TikTok search campaigns captured intent with click-through rates 25% higher than competitors, while TikTok LIVE even unlocked surprising lower-funnel conversions like app signups.
When you layer TikTok’s solutions across the funnel, you don’t just engage users, you transform outcomes.
What You’ll Learn in This Episode
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
Skinn Cosmetics turned complexity into clarity by narrowing their wide product lineup down to six hero products that became the center of their TikTok strategy. By pairing this focus with TikTok LIVE selling, affiliate seeding, and direct founder engagement, the brand built powerful momentum and drove sellouts like their Lipstick X launch in under an hour. The impact didn’t stop on TikTok, their strategy sparked a halo effect across Amazon, DTC, and retail channels, proving that the right hero products can unlock growth everywhere.
What You’ll Learn in This Episode:
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
Topicals didn’t just run ads on TikTok, they built a growth engine. President Sochima Mbadugha and Head of Growth Helena Youhana share how the brand tapped into TikTok’s creator community to spark awareness, opened their affiliate program to let the flywheel spin, and then used GMV Max and TikTok Shop to turn that momentum into record-breaking sales. The result: 50% month-over-month growth and ROAS that beat their goals.
What makes their story stand out is how human it feels. They started with trusted experts to build credibility, then let affiliates tell real stories with before/afters and routines, and finally retargeted warmed-up shoppers with conversion campaigns. That mix not only drove efficiency but unlocked new audiences, including men who had never been part of the conversation before.
What You’ll Learn in This Episode:
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
Morphe has transformed their TikTok strategy into a growth powerhouse by putting community at the center of every product launch. In Q1 2025 alone, they achieved triple-digit growth in both video views and engagement while maintaining a 54x return on their earned media value to spend ratio.
Their success stems from a full-funnel approach that combines creator partnerships, real-time consumer feedback, and strategic use of TikTok Shop for direct conversions. By discovering and amplifying creators who already authentically love their products, Morphe has built a sustainable system that drives both brand awareness and sales performance.
What You'll Learn in This Episode:
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
Bijan Malaklou, who leads social and creative services at Vuja Dé Digital, represents the evolution of performance media agencies that are embracing TikTok's unique discovery-commerce engine. As a performance media company enabling expected growth in unexpected ways, Vuja Dé Digital recognized TikTok's ability to connect with audiences more authentically than other platforms.
In this episode, Bijan explains how TikTok's contextual environment enables real-time trend participation that doesn't exist on other platforms. He shares their evolution from traditional campaign metrics to holistic business outcome measurement, and discusses how Tiktok’s automation tools have transformed the agency's role from campaign management to strategic partnership focused on overall client growth.
What You'll Learn in This Episode:
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
Sabrina and Joseph Main, co-founders of Trademark Beauty, transformed their family-owned, bootstrapped hair tools startup into a thriving business by leveraging TikTok's comprehensive ecosystem. Creating affordable yet premium hair tools using high-end manufacturers, the sibling duo launched in 2019 and joined TikTok in 2020, where they discovered a platform that perfectly aligned with their content-forward, educational approach to business.
What You'll Learn in This Episode:
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.
Hearst Magazines has proven that listening to your audience pays off with concrete results. Their Blind Date series achieved 3 TikTok videos in a row that each hit a million views, demonstrating the power of audience-first content creation.
Beyond organic success, Hearst Magazines has found ways to improve advertising performance while reducing spend across their magazine brands. By aligning editorial content with branded partnerships and focusing on native storytelling, they're delivering better results for advertisers while building stronger audience connections.
What You'll Learn in This Episode:
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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.