Creator outreach that gets videos made.
This TikTok-viral brand makes mouthwatering mints. Our job is to keep creators posting about them. We tested 43 outreach campaigns against each other, found the handful that work, and rebuilt every new campaign around them.
TikTok Shop · creator outreach
The problem · August 2026
17,420 cold invites. 2 videos came back.
That was August 2026, on two cold launch campaigns for a new variety pack. The brand never lacked attention. It needed a steady flow of creator videos that sell, and invites to creators who had never heard of the brand weren't producing them.
What we did
Three moves, one pattern.
01 / 03 · Outreach · 2025 to now
Invite the creators who already sell.
Cold invites to strangers fill a creator list but rarely turn into videos. We point outreach at segments of creators who have already posted or sold for the brand, which refresh themselves every day as creators earn, post or go quiet.
- Auto-refreshing creator segments instead of static lists
- A collab invite attached to every message
- Follow-ups on every campaign
- Cold outreach kept running to build the warm list for later
02 / 03 · Briefs · 2026
One video, turned into a brief.
The account’s top video is a creator explaining that her medication dries out her mouth and the mints fix it. We turned that into a repeatable ask: tell your own dry mouth story to the camera, with the original video linked in the invite to show what we mean.
- A specific video ask instead of “request a sample”
- The reference video linked in every invite
- A deadline and a promise of ad spend behind the video
- Duets and responses to the original welcomed
03 / 03 · Launches · Black Friday 2025
A launch that read like a person, not a brand.
For the Black Friday 2025 launch of two new variety packs, we invited creators who had already sold the brand with a message signed by a real person, first access to the new packs and five specific video ideas.
- VIP first access to both new packs
- Five ready-to-film video ideas in the invite
- Signed by our affiliate manager, with personal follow-ups
- TikTok Shop promotion designs for sales and launches
What we found
Views don't sell mints. The problem does.
Across the brand's top-selling videos, the ones with the most views were among the weakest sellers. Videos that open on a reaction or a joke get reach. Videos that open on dry mouth get sales, so that's what we brief and what we boost.
Source: Euka, top 28 creator videos by sales, June to September 2026. Creator names withheld.
A real person beats a brand.
The best campaign on the account was signed by our affiliate manager by name. Messages sent without a collab invite attached have never produced a single video.
- 4x
- Videos per invite on the signed campaign, against the next best
- 0
- Videos from messages sent without a collab invite
Creator videos per 1,000 invites
Warm beats cold, every time.
Selected outreach campaigns, ranked by how many creator videos each one produced per 1,000 invites. Warm campaigns in green.
What came next
Every new campaign now starts from the same pattern: warm creators first, a specific video to make, the reference linked, and a real person on the other end of the message.
Services
Team: Hannah Collins (TikTok Shop strategy and ads), Savannah Toth (creator partnerships), Tiffany Lenger (TikTok Shop promotion designs), Zhala Habybbayly (creator outreach).
