HelloFresh TikTok Campaign

HelloFresh already acquired customers on Facebook and Instagram at a known cost baseline and needed TikTok to match or beat that cost per acquisition, with enough content volume to sustain the channel. Meal kit acquisition economics are benchmark-driven, so TikTok had to prove itself against a hard number rather than against engagement metrics. The insight was that one-off influencer bursts cannot sustain an acquisition channel, but a large recurring creator roster with direct sales attribution can be managed against a hard cost target.

House of Marketers ran TikTok as an always-on influencer programme rather than a campaign, activating between 200 and 300 creators each month, each promoting HelloFresh through their own accounts with a unique promo code that tied content to trackable sales. The codes turned native-feeling creator content into a measurable direct-response channel that could be optimised for conversion efficiency at scale.

The structure worked, in the agency's account, because promo-code attribution let the work be judged against paid social CAC benchmarks, and a monthly cadence gave the brand continuous content instead of spike-and-decay bursts. Activity ran on TikTok. House of Marketers reports 5M video views per month, more than 500 monthly sales through promo codes, and a 30% reduction in average acquisition cost against Facebook and Instagram benchmarks. Every figure comes from the agency's own page, the source is internally inconsistent on roster size, no dates, spend or absolute CAC are disclosed, and the results are not independently verified.