House of Marketers, a Global TikTok Marketing Agency, partnered with Dr. Hypes to execute a high-impact UGC and paid social campaign across TikTok, Meta, and Google Ads. The campaign was designed to introduce AI-designed custom sneakers to mainstream audiences, educate new markets on the product experience, and convert curiosity into measurable eCommerce growth.
Across the campaign period, the activation delivered strong commercial and performance outcomes. The paid social strategy generated 2 million impressions and 27,000 high-intent clicks, contributing to a 67% decrease in CPA from paid media activity. The broader UGC-led approach supported Dr. Hypes’ continued scale as the brand expanded awareness for AI-designed custom sneakers across new markets.
Read Dr. Hypes AI Influencer Marketing Case Study Here
The Campaign: Introducing a New Product Category at Scale
As a fast-growing eCommerce brand, Dr. Hypes faced a challenge common to emerging technology-led products: the category itself was unfamiliar. While the brand’s AI-powered 3D sneaker builder allowed users to design fully personalised shoes in seconds, mainstream audiences had limited awareness of AI-designed footwear and how it compared to traditional custom sneakers.
Early growth signals showed strong interest, but conversion was restricted by three core barriers:
- Low brand awareness in new markets
- Limited social proof for a novel product category
- Difficulty communicating the product experience through static ads
House of Marketers was tasked with building awareness quickly, educating audiences visually, and scaling paid traffic without compromising efficiency or brand perception.
The Strategy: Turning Education Into Conversion Through UGC
Rather than leading with polished brand creatives, House of Marketers developed a UGC-first paid social strategy designed to show the product experience in real time.
Creators were selected to demonstrate:
- How the AI sneaker builder works
- How quickly designs can be created
- What makes each pair genuinely personalised
- The end-to-end journey from design to delivery
This creator-led storytelling allowed audiences to understand the value proposition instantly, reducing friction and accelerating purchase intent.
Platform-Specific Execution
TikTok for Discovery & Education
TikTok served as the primary discovery engine. Short-form UGC videos focused on real-time design demos, before-and-after reveals, and creator reactions to the finished sneakers. These assets drove strong engagement, high watch time, and rapid audience education.
Meta for Conversion & Retargeting
High-performing UGC was amplified through Meta ads to capture mid-funnel intent. Longer-form explanations and product walkthroughs helped convert interested viewers who needed additional clarity before purchasing.
Google Ads for Intent Capture
Search and display campaigns supported bottom-of-funnel conversion, capturing demand generated by social discovery and reinforcing credibility during the decision phase.
Together, the platforms formed a full-funnel system designed to move audiences from awareness to action.
As the House of Marketers’ Team defines it:
“When a product category is new, clarity is everything. UGC allowed Dr. Hypes to explain a complex idea in seconds, using creators audiences already trust.“
Campaign Outcomes in Detail
The campaign delivered measurable results across awareness, traffic, and revenue:
- 2M Impressions across TikTok, Meta, and Google Ads
- 27k High-Intent Clicks, reflecting strong product interest and consideration
- 67% decrease in CPA attributed to paid social activity
- High-Performing UGC Assets Identified for future scaling and creative reuse
- Cross-Platform Performance supporting a full-funnel journey from discovery to conversion
Read Dr. Hypes AI Influencer Marketing Case Study Here
These results reinforced the effectiveness of creator-led education in driving adoption for emerging, tech-enabled consumer products.
Why It Matters for Fashion & Tech-Enabled Brands
Dr. Hypes’ performance highlights a broader shift in how innovative consumer brands scale:
- New product categories require demonstration, not explanation
- UGC builds trust faster than traditional brand ads
- TikTok accelerates education at scale
- Paid amplification works best when creators lead the narrative
- Visual clarity directly improves conversion efficiency
For fashion and tech-enabled eCommerce brands, creator-led paid social is no longer optional. It is foundational.
About House of Marketers
House of Marketers is a global TikTok and paid social marketing agency founded by early TikTok employees and official TikTok partners. The agency specialises in creator-led strategy, UGC production, TikTok ads management, and multi-market paid social campaigns for fast-growing brands across eCommerce, tech, and lifestyle categories.
Learn more at houseofmarketers.com
Press Contact
House of Marketers Media Team
📧 newbusiness@houseofmarketers.com
📍 London, United Kingdom
House of Marketers (HOM) is a leading TikTok Marketing Agency. Our global agency was built by early TikTok Employees & TikTok Partners, which gives us the insider knowledge to help leading brands, like Redbull, Playtika, Badoo, and HelloFresh win on TikTok. Want us to convert more of Gen Z and Millennials with TikTok? Get in touch with our friendly team, here.