How Hello Cake Built a Full-Funnel Growth Engine Through Authentic Storytelling on TikTok

Hello Cake is rewriting the rules of brand growth by using TikTok to spark real conversations around sexual wellness and turn them into measurable business results. SVP of Paid Media & Analytics Amanda Liu and VP of Digital Product Mikayla Markrich share how the brand’s TikTok-first creative strategy, full-funnel testing, and data-driven experimentation have made the platform a key driver of baseline growth across every channel.By combining creative agility with performance discipline, Hello Cake has built a system that blends organic virality, audience education, and long-term demand generation, proving that authentic storytelling can be just as powerful as conversion-focused campaigns.What You’ll Learn in This Episode:How Hello Cake uses humor and authenticity to spark meaningful conversations and drive brand affinityThe TikTok-first creative workflow powering faster testing and cross-platform successHow organic virality fuels performance and lifts overall business growthWhy Hello Cake treats TikTok as a full-funnel ecosystem, not just a conversion toolThe strategy behind building sticky email funnels and long-term demand from top-of-funnel engagementHow to leverage TikTok's spontaneous virality and creative tools for authentic brand expression—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.