Submitted by Hype Factory Influencer Agency

HelloFresh TikTok Influencer Campaign

Hype Factory ran a TikTok creator campaign for meal kit service HelloFresh in the United Kingdom, reporting 4,03M reach and 13,3k clicks.

13,3kclicks
4,03Mreach

Case in 60 seconds

HelloFresh needed views and conversions on TikTok in the United Kingdom among women aged 25 and over, a platform where entertainment content sets attention and long branded integrations work against it.

The campaign appears to turn on the reading that a meal kit audience is reachable through entertainment rather than food content, because the page describes testing large entertainment influencers and casting into dance and family categories rather than a culinary adjacency.

Treat category as a variable to be tested rather than assumed, so that creator selection ran with no limits on categories tried and full creative freedom was given in order to find which content types converted.

Creators posted on TikTok with full creative freedom to follow platform trends, amplified through Spark Ads that tested large entertainment influencers while avoiding long branded integrations, and supported by discount codes, links in bio and reposting as Instagram Reels or Stories.

Hype Factory reports 4,03M reach and 13,3k clicks, and names Twistandpulse in the dance category and Grayskitz in the family category as the top performing creators on TikTok.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Female, 25+, in the United Kingdom
Meal kit delivery competes with the ordinary habit of grocery shopping, and the page positions HelloFresh against that habit through convenience, which on TikTok has to be argued inside entertainment content rather than through category demonstration.
HelloFresh sits inside the creator's own format rather than directing it, because the page describes full creative freedom and short integrations, leaving the brand as a prompt attached to trend-led video rather than its subject.
Based on the available evidence, the campaign assumes that audiences on TikTok skip long branded segments, so it buys attention through entertainment creators and converts through discount codes and links in bio placed outside the video itself.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok
  • Reels
  • Stories
  • video

Partners

  • Hype Factory Influencer Agency (lead_agency)

Creator role

  • Grayskitz — creator
  • Twistandpulse — creator
  • large Entertainment Influencers

Results & Evidence

MetricValueResult type
clicks13,3ktraffic
reach4,03Mreach

The Work

TikTok@grayskitz/video/7090927624163298566

TikTok@twistandpulse/video/7092078033724525830

Why Hype Factory Influencer Agency's strategy worked

  1. 1

    Casting for category discovery rather than category fit can be treated as a testing exercise, because the two top performers the page names sit in dance and family rather than in food content.

  2. 2

    Handing creators full creative freedom and keeping integrations short reads as a way to hold native watch behaviour on TikTok while still carrying a commerce prompt through codes and links in bio.

  3. 3

    Spark Ads appear to be used here as a scaling layer on organic creator posts rather than as separate advertising, which lets a campaign buy distribution against the videos that already performed.

  4. 4

    Reposting TikTok content as Instagram Reels and Stories suggests creator output was treated as reusable inventory across surfaces rather than as a single platform deliverable.

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