Butternut Box TikTok Campaign

Butternut Box, a fresh dog food subscription service, needed to acquire new paying subscribers on TikTok rather than just passive viewers, while hitting a defined cost-per-acquisition target. Subscription dog food needs explaining, a fresh, hypoallergenic, direct-delivery model, and it asks owners to make a purchase commitment, so passive reach was never enough. The source describes no cultural tension, but the campaign traded on trust: pet owners are cautious about switching their dog's food, and a creator recommendation lowers that barrier more than an ad can.

House of Marketers built the campaign around a network of more than eight TikTok micro-influencers whose followings matched the dog-owning buyer profile. The creators published targeted content through their own accounts, communicating the delivery model and subscription offer to owners who were realistic prospects to convert. Matching creators to buyer profile did the targeting work, reaching likely subscribers rather than a broad pet-content audience, and the familiar-creator recommendation suited a considered purchase.

Creator audience trust was used as the conversion mechanism, and anchoring the work to a defined CPA target kept an influencer campaign accountable to acquisition economics rather than views. All activity ran on TikTok. Per the agency, the campaign generated 3.4M+ video views at a 13.4% engagement rate and beat its CPA target by 47%+, with the small network suggesting content resonance mattered more than creator count. Every figure comes from House of Marketers' own case study, with the CPA target, absolute subscriber numbers, spend, dates and market all undisclosed, so the efficiency claim cannot be sized or independently checked.