HOW AVA ESTELL GREW LIVE TRAFFIC BY 215% IN 6 MONTHS
+215%
LIVE TRAFFIC INCREASE
+63%
LIVE GMV GROWTH
+42%
INCREASE IN CUSTOMERS
+31%
INCREASE IN TOTAL ORDERS
IN 6 MONTHS
When Ava Estell first engaged with Consumer Labs, the brand had a strong product and an existing TikTok Shop presence, but no structured approach to driving consistent monthly GMV.
Due to sampling constraints, the affiliate channel wasn't available as a growth lever. The focus had to shift entirely to live shopping, organic content, and paid amplification.
The opportunity was clear: build a live strategy from scratch, sharpen the content, and use GMV Max to turn what was already working into something scalable.
GOALS
Find a way to generate consistent monthly GMV
Drive GMV growth without relying on affiliate sampling
Develop and launch a live shopping strategy from the ground up
LIVE SHOPPING
Build a live strategy from scratch, presenters, deals, scheduling and optimisation.
CONTENT
Support organic content strategy to drive awareness, reviews and lower platform CPA.
GMV MAX ADS
Optimise GMV Max daily to amplify what's working and drive highly profitable results.
LIVE SHOPPING
OVER TIME THIS BECAME THE BRAND'S HIGHEST REVENUE DRIVER
Due to sampling constraints, the live shopping channel was identified as the primary growth lever. The focus was on building this from the ground up, recruiting the right presenters, developing the right deals, and testing at pace.
Live presenters were identified and negotiated with based on their fit with the brand's customer archetype. A deal plan was devised focused on generating high sales volume within the first 30 minutes of each show.
A structured 2-month rapid testing schedule was planned and executed, optimising based on results each week until entry room rate and click-through order rate were consistently performing.
ORGANIC CONTENT
BRAND AWARENESS UP, PLATFORM CPA DOWN
Organic content strategy was overhauled with a focus on recreating high-performing content in the brand's category, prioritising problem/solution and before/after style videos.
Trending formats were incorporated where they made sense for the brand, keeping the content fresh and discoverable.
This approach resulted in thousands of reviews, significantly increasing brand awareness and driving down the platform's cost per acquisition over time.
GMV MAX ADS
HIGHLY PROFITABLE RESULTS THROUGH DAILY OPTIMISATION
Without affiliates as the primary organic GMV driver, paid amplification via GMV Max became a critical channel. Both standard and live GMV Max formats were activated.
Ads were optimised daily, tweaking ROI thresholds, rotating creatives, and adjusting targeting where necessary to maintain profitability at scale.
This disciplined approach to paid amplification delivered consistently profitable returns and made the overall channel economics significantly stronger.
+215%
LIVE TRAFFIC INCREASE
Driven by a structured presenter programme, rapid testing schedule, and deal-led live formats optimised over 2 months.
+63%
LIVE GMV GROWTH
Revenue from live shopping grew significantly as entry room rates and click-through order rates were progressively improved.
+42%
INCREASE IN CUSTOMERS
Organic content and live shopping combined to grow the brand's customer base substantially within 6 months.
+31%
INCREASE IN TOTAL ORDERS
GMV Max optimisation and live shopping together drove a meaningful uplift in total orders across the period.
MONTH 1
Live presenter recruitment & deal strategy
MONTH 2
Rapid testing, shows, formats & GMV Max
MONTH 3
Scale winning concepts & optimise daily
MORE CASE STUDIES
A UK KIDS VITAMIN BRAND'S TIKTOK SHOP LAUNCH FROM ZERO
£31K
IN GMV
#7
RATED ON TIKTOK SHOP UK
HOW A UK WELLNESS BRAND GREW GMV BY 95% IN 6 MONTHS
+95%
INCREASE IN GMV
+67%
INCREASE IN TOTAL ORDERS