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10.25X TikTok Shop ROI with affiliates, media buying and creator content.
Profitable scale, from day one.
A margin-sensitive FMCG brand, scaled hard on TikTok Shop — without cannibalising retail.
Here’s how we aggressively scaled a margin-sensitive FMCG brand profitably without cannibalising retail…
Elbow Grease® is one of the biggest cleaning brands on TikTok. Owned by £80m FMCG powerhouse, 151 Products, the brand’s range of cleaning products are distributed via omni-channel through nationwide retail including Sainsbury’s, Tesco & ASDA. Its DTC eCommerce offering spans Amazon & TikTok Shop.
Engineering profitable scale.
Our approach was centered around 3 strategic pillars:
Create 4 unique product bundles using low value SKUs to drive up AOV
Model an allowable CAC and tROI based on the unit economics of the products
Identify creators and launch a high volume of affiliate creatives and paid media to drive orders
During our consultancy period, we increased AOV by bundling products based on tough cleaning occasions (i.e. BBQ cleaning bundle; dishwasher refresh bundle) — to date our team has developed and tested 12 unique bundles across TikTok Shop.
To ensure profitability was a foregone conclusion and not guesswork, our media buyers Rex & JP broke down each bundle’s unit economics — subtracting VAT, affiliate commission, shipping, fulfillment, packaging costs and seller fees from each bundle’s AOV — to establish an allowable CAC and profitable tROI.
Over the first 3 months, Elbow Grease® seeded thousands of products, resulting in 7,922 linked shoppable posts and 1,710 organic affiliate posts from 1,645 creators.
Using the organic performance of affiliate content as a test bed, our media buyers then graduated the top 25% of performers to a GMV Max campaign, with decaying creative killed twice weekly and distinct tROI by bundle based on margin profile.
Our client benchmark data shows that TikTok affiliate creative and Spark Ads decay at a rate 3.5X faster than Meta whitelisting ads — so we accelerated our creative refresh cadence to twice-weekly and increased affiliate output.
Ad creative showcase.
A blend of AI-crafted ad creative and creator UGC — the engine behind profitable TikTok Shop scale.
The results.
At Month 5, five figures of media spend has driven a highly profitable six-figures of net sales on TikTok Shop for Elbow Grease®.
We continue to scale up TikTok spend and optimise Elbow Grease®’s Meta Ads to drive omnichannel and retail performance.
The initiative we’re most excited about is measuring the correlation between TikTok spend elasticity and its halo effect on Amazon sales and Google branded search volume — an experiment we’re running now.
Following creative success, Lifeblood is also producing campaign content for the brand’s organic socials.
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