Invoice Fly TikTok Campaign
Paid SocialHouse of Marketers deployed 30 TikTok influencers plus paid amplification for invoicing app Invoice Fly, reporting 2,000 paying subscribers at a $3.5 cost per install.
About the campaign
Invoice Fly, a mobile invoicing app, needed to reach self-employed and small business users on TikTok, a platform people do not associate with invoicing software, and convert them into paying monthly subscribers at an efficient cost. Business tools have to earn attention in a feed built for entertainment, and the harder challenge was making app installs translate into paid subscriptions rather than just downloads. The insight was that freelancers, contractors and small business owners are already on TikTok, so content aimed squarely at that occupational audience could carry the product there.
House of Marketers ran a conversion-led creator-plus-paid play, deploying 28 TikTok influencers to produce content for freelancers, contractors and small business owners. The agency then managed paid amplification of the strongest content, extending it beyond organic reach so the campaign could pursue scale and acquisition efficiency at once.
The approach worked, in the agency's account, because creator content aimed at a tightly defined audience, then amplified with paid spend, can move viewers from the feed to an install and on to a paid subscription. Reporting paying subscribers rather than only installs ties the work to recurring revenue. All activity ran on TikTok. House of Marketers reports 7M+ impressions, a $3.3 cost per install and 1,890 paying monthly subscribers, but every figure comes from the agency's own page, with market, dates and total spend undisclosed, and none of the results is independently verified.
Case in 60 seconds
Invoice Fly, a mobile invoicing app, needed to reach self-employed and small business users on TikTok, a platform not obviously associated with invoicing software, and convert them into paying monthly subscribers at an efficient cost.
Freelancers, contractors, and small business owners are on TikTok even though invoicing software is not native to the platform, so content aimed squarely at that occupational audience could carry the product there.
Run a TikTok influencer campaign built for conversion, with creators producing content for self-employed audiences and paid social extending the strongest content beyond organic reach.
House of Marketers deployed a roster of influencers to produce content aimed at freelancers, contractors, and small business owners, and managed paid amplification of that content.
The agency reports 8M+ TikTok impressions, a $3.5 cost per install, and 2,000 paying monthly subscribers added by the end of the campaign. Figures are self-reported and not independently verified.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Assets & channels
- Organic influencer content on TikTok
- Paid social amplification of creator content
Partners
- House of Marketers
- TikTok influencers (names not disclosed)
Participation mechanic
- Influencers produced content aimed at freelancers, contractors, and small business owners
Creator role
- Content producers speaking to self-employed audiences on TikTok
Results & Evidence
| Metric | Value | Result type | Confidence |
|---|---|---|---|
| Paying monthly subscribers added | 2,000 | commercial | Agency reported |
| Cost per install | $3.5 | efficiency | Agency reported |
| Impressions | 8M+ | reach | Agency reported |
| Total app installs | 70K | commercial | Agency reported |
Why House of Marketers's strategy worked
- 1
A product outside TikTok's obvious categories, like invoicing software, can perform when creator content targets a tightly defined occupational audience rather than the general feed.
- 2
Pairing organic influencer collaborations with agency-managed paid amplification let the campaign pursue reach (8M+ impressions) and acquisition efficiency ($3.5 cost per install) at the same time.
- 3
Reporting paying monthly subscribers, not just installs or impressions, ties the campaign to recurring revenue and makes the outcome commercially legible.
- 4
Treating TikTok as a conversion channel for a B2B-adjacent app, rather than an awareness channel, shaped both the creator briefs and the paid distribution.
Results
51.7M+
Total views
2.9M+
Interactions
17.7%
Engagement rate
Results
10M+
Views
5M+
Impressions
20K+
New followers