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

• How Smart+ automation improved efficiency and performance at scale
• Why Spark Ads layered on brand campaigns delivered 60% better cost per bookings
• How TikTok search campaigns drove 25% higher click-through rates than other platforms
• The role TikTok LIVE can play in conversions and app signups
• How Horizon Next reframed TikTok as a top performance channel, not just an engagement platform

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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:

• How Skinn Cosmetics sold out Lipstick X in under one hour on TikTok LIVE
• Why focusing on six hero products amplified discovery and conversions
• The role of affiliate seeding and founder engagement in building trust and momentum
• How TikTok’s discovery power creates a measurable halo across other sales 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.

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:

• How Topicals staged the funnel step by step: experts → affiliates → GMV Max
• The creative hooks that actually move buyers (before/afters, ingredient deep-dives, real routines)
• How affiliates can turn a good product into a movement—and a growth driver
• Why it pays to measure beyond ROAS, from brand search to retail lift
• How TikTok opened the door to new audiences, especially men, with authentic creator-led content
• How GMV Max campaigns helped Topicals surpass their 2x ROAS targets on TikTok Shop

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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:

• How Morphe achieved a 54x EMV to spend ratio through strategic creator partnerships
• The full-funnel TikTok advertising approach that drove triple-digit growth in Q1 2025
• How to discover and nurture UGC creators who already authentically use your products
• The 360-degree launch strategy that turns product releases into viral moments
• How real-time feedback from TikTok helps improve product launches and business decisions

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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:

• How Vuja Dé Digital leverages TikTok's discovery-commerce fusion to reduce customer journeys from 12 steps to 2-3 steps
• The strategy of approaching audiences as cultural insiders through trend-based, contextually relevant content creation
• Why 96% of TikTok's influence goes unaccounted for in traditional attribution tools and how to measure true business impact
• How to validate creator partnerships based on business outcomes rather than just organic reach metrics
• The evolution of agency value from hands-on campaign management to strategic business outcome achievement in the automation era

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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:

• How Trademark Beauty achieved 60% year-over-year growth by leveraging TikTok's integrated platform
• The strategy behind using GMV Max to automatically optimize ad spend toward high-performing content and creators
• How TikTok Shop's interactive and informative style of connecting with buyers led to reduced return rates
• The impact of using TikTok for targeting messaging to browsers and recent purchasers
• How participating in consistent TikTok campaigns and utilizing platform-specific features drives significant sales spikes

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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:

• How Cosmo's Blind Date series achieved three TikTok videos in a row that each hit a million views
• The strategy behind building specific brand identities (Cosmo for relationships, Seventeen for growing up)
• The strategy behind improving ad performance while reducing spend through content alignment
• Why native storytelling works for both editorial content and brand partnerships on TikTok
• The importance of creating relatable ad content that connects with editorial topics

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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.

Nancy Anderson, Founder and President of Natal App, and Virginia Triplett, Head of Marketing, discovered that TikTok's ability to immediately reach new audiences organically made it the perfect platform for their science-backed pregnancy and postpartum fitness programs. Serving women who are thinking about conceiving, currently pregnant, or have been pregnant, Natal App recognized TikTok's demographic shift during COVID as their target audience matured into the platform.

In this episode, Nancy and Virginia share how their full-funnel strategy of incorporating educational, entertainment, and sales content into their paid campaigns resulted in a remarkable 75% reduction in CPAs, and why they view TikTok as their future.

What You'll Learn in This Episode:

• How Natal app achieved a 75% reduction in CPAs by blending educational, entertainment, and sales content in their TikTok campaigns
• The strategy of providing immediate value through actionable health tips to build trust with women facing medical dismissal
• How one organic C-section recovery video drove hundreds of direct app signups before any paid promotion
• The long-term perspective of investing in TikTok as a platform where their future target demographic is already building relationships

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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.