Overview
Billy J is an Australian online fashion brand that has grown strongly since partnering with Growth Huntr in August 2022. Meta drove that early growth as the primary channel. With the business performing, Billy J and Growth Huntr set out to answer a bigger question: how much could TikTok add to customer acquisition?
The Challenge
Fashion ecommerce in Australia is crowded, and staying competitive means more than leaning on a single platform. One channel caps growth and concentrates risk. Billy J wanted to know whether TikTok could pull real weight in acquisition, not just sit in the background as a brand awareness play. The goal was to test TikTok properly, build brand awareness, and bring new customers into the business in the Australian market.
Our Approach
We treated TikTok as a structured test rather than a punt. Working alongside the Billy J team, we scaled spend deliberately to see how the channel responded as budget increased, tracking new customer acquisition closely throughout.
The Results
Over a two-week period in August 2023, we scaled TikTok spend by 840% and lifted new customer acquisition by 30%. As budget increased, TikTok kept delivering new customers, showing the channel could absorb significant spend while still bringing fresh buyers into the business. That gave Billy J a clear second acquisition engine alongside Meta, and gave us hard data on where TikTok fits in a fashion media mix.
Key Takeaways
TikTok is not just an awareness channel. For a fashion brand willing to test it properly, it can scale as a genuine acquisition engine. Spreading acquisition across more than one platform reduces risk and opens up room to grow that a single channel can't.
Looking Forward
The test gave Billy J the confidence to treat TikTok as a core part of the mix rather than an experiment, and gave us a repeatable playbook for testing the channel across other fashion brands.