House of Marketers, a global TikTok-specialist influencer marketing agency, partnered with Oriental Trading to strengthen its brand positioning in the crowded party supplies, toys, and arts and crafts category, delivering 11.1 million TikTok views, a 2.95% engagement rate, and a 75% uplift in brand preference over direct competitors.
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Through a connected influencer, gifted UGC, and TikTok Shop strategy, House of Marketers helped Oriental Trading move beyond product visibility toward a measurable, lasting shift in how its audience feels about the brand, turning reach into genuine brand loyalty.
Read the Oriental Trading Case Study
Building Brand Awareness in a Crowded Retail Category
Oriental Trading competes for attention in one of retail’s busiest categories, alongside major players like Target, Walmart, 5Below, At Home, Michaels, and Hobby Lobby. While the brand already had strong retail recognition, it needed to build deeper emotional resonance and top-of-mind awareness on TikTok, where its core audience of parents, teachers, and creative families were already spending time and searching for inspiration.
To succeed, the campaign needed to:
- Build broad reach through dynamic, TikTok-native content that felt authentic rather than like traditional advertising
- Combine multiple content formats to drive awareness, trust, and conversion at the same time
- Prove real impact on brand perception, not just surface-level engagement metrics
House of Marketers was tasked with building a strategy that could deliver both immediate reach and a measurable shift in how Oriental Trading’s audience felt about the brand.
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A Three-Pronged Creator Strategy Built for TikTok
House of Marketers designed a connected influencer strategy centred on reach, authenticity, and conversion, the three pillars needed to build genuine brand affinity on TikTok.
The strategy centred on:
- Partnering with 16 creators, including teachers, moms, and creative families, to produce dynamic, TikTok-native content showcasing Oriental Trading’s party, toy, and craft categories
- Running a gifted UGC program with 17 everyday creators, generating authentic, community-driven content that reinforced the campaign’s message organically
- Launching a TikTok Shop campaign with 6 specialist creators to drive product visibility and conversion through shoppable, product-led storytelling
- Measuring the campaign’s real impact on brand perception, using structured audience testing to validate what actually moved the needle
This connected approach led to awareness-driving content build reach, authentic gifted content build trust, and shoppable content convert interest into action, all within a single campaign.
Campaign Outcomes
The campaign delivered strong results across reach, engagement, and brand health:
- 11.1 million total views across 73 videos and 39 influencers
- 2.95% engagement rate, nearly two to six times the industry benchmark for influencer-sponsored content in this category
- 38% higher views and 44% higher reach than originally booked, at a 45% lower cost per view
- 1.8 million bonus boosted views from the TikTok Shop campaign, at no additional cost
- 49% uplift in brand awareness and 48% uplift in favourability
- 71% uplift in consideration and 66% uplift in purchase intent
- 75% uplift in brand preference over direct competitors
- 72% uplift in ad recall one week after exposure
Beyond the headline numbers, the campaign gave Oriental Trading a clear, evidence-backed audience to prioritize for future growth, moving the brand from broad-based awareness spend toward focused, high-return targeting.
Why It Matters for Retail Brands on TikTok
Oriental Trading’s results show what’s possible when influencer marketing is built to move brand perception, not just views. In a retail category as crowded and price-competitive as party supplies, toys, and crafts, standing out requires more than reach. It requires content that earns genuine preference over well-known competitors.
For retail brands looking to build lasting brand equity on TikTok, this campaign shows that a connected, multi-format creator strategy, one that layers awareness, authenticity, and conversion together, can deliver both the immediate performance brands need and the emotional resonance that keeps them ahead of larger, more established players.
About House of Marketers
House of Marketers is a global influencer marketing agency founded in 2020 by Inigo Rivero, Co-Founder and CEO and a former TikTok EMEA Strategy & Partnerships lead. The agency operates across the UK, US, Europe and globally, working with 100+ brand clients annually and a network of 250,000+ influencers across TikTok, Instagram, YouTube, and other platforms.
House of Marketers specialises in TikTok influencer marketing, creator-led strategy, UGC production, and multi-market social campaigns for fast-growing brands across beauty, fashion, technology, retail, and lifestyle sectors.
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House of Marketers Media Team
📧 newbusiness@houseofmarketers.com
📍 London, United Kingdom
