205,313 creators. Finding the ones who sell.
This TikTok-viral detangling brush and hair tool brand sells on TikTok Shop and at major retailers. We lead strategy, ads and creator programs for its TikTok Shop, where affiliate creators now drive most of the sales.
TikTok Shop · Results
The problem · March to May 2025
205,313 creators in the affiliate program. Only 1,617 of them sold anything.
The brand never had a shortage of creators. It had a yield problem: 0.8% of the program produced any GMV, and 50 creators drove 71% of affiliate sales. The job was to find the creators who sell, keep them posting and put paid reach behind what works.
What we did
Three moves, one engine.
01 / 03 · Paid · Since July 2024
Paid reach behind what sells.
We launched the brand's GMV Max campaigns out of TikTok Seller Center in July 2024 and run them alongside the creator program, so the creator videos that convert get paid reach.
- GMV Max campaign build and day-to-day management
- The best-converting creator videos boosted into paid
- Pushes timed to Q4 and TikTok Shop promo events
- The brand's first TikTok Shop Spotlight Day, September 2026
02 / 03 · Creators · 2025 to now
Fewer cold invites, more creators who sell.
Instead of inviting every creator TikTok would let us, we built outreach around the creators most likely to post and sell, then kept them posting.
- Euka creator outreach with always-on lifecycle agents
- Warm creator lists over cold sweeps
- An 8-step launch process for every new product push
- Creator contests: 1,070 creators joined the August 2026 contest
- Sample approvals focused on creators who post
03 / 03 · Launches · Fall 2025
The licensed collection launch.
The brand's licensed character collection launched on TikTok Shop in fall 2025. We built and ran the creator program around it from launch through the holidays, then cross-sold the next launch to the same creators.
- A dedicated affiliate creator list for the collection
- Seeding and creator outreach from launch through January
- Monthly creator posting tracked from September 2025 to January 2026
- A cross-sell of the next licensed launch to the same creators
What we found
Followers don't sell. Fit does.
In the March to May 2025 baseline, a creator with 2,377 followers drove about 70 times the GMV of a creator with 3.4 million followers. Its best sellers were deals-and-finds accounts with small, loyal audiences, so that's who we recruit.
Source: TikTok Shop affiliate export. Creator names withheld.
Warm lists beat cold sweeps.
Creators who already knew the brand posted at a rate cold outreach never came close to. Video, not LIVE, carries the sales.
- 434
- Videos per 1,000 invites from a warm creator list
- 2.5
- Videos per 1,000 invites from the best cold sweep
- 93%
- Of affiliate GMV from video, not LIVE (March to May 2025)
What came next
The same playbook now runs every launch: warm creators first, samples to the people who post, and paid reach behind the videos that sell. In September 2026 it carried the brand into its first TikTok Shop Spotlight Day.
Services
Team: Hannah Collins (TikTok Shop strategy, GMV Max and creator programs), Savannah Toth (creator partnerships), Zhala Habybbayly (creator outreach).
