HOW A UK WELLNESS BRAND GREW GMV BY 95% IN 6 MONTHS
+95%
INCREASE IN GMV
+67%
INCREASE IN TOTAL ORDERS
+32%
INCREASE IN NEW CUSTOMERS
+21%
INCREASE IN AOV
IN FIRST 6 MONTHS
When this UK health and wellness brand first engaged with Consumer Labs, their TikTok Shop had potential but no structured approach.
Their affiliate programme was running without briefing documents, with no community to retain or motivate top creators, and no internal accountability to ensure samples sent out actually converted into content.
The result was wasted sampling budget, inconsistent output, and a platform that was significantly underperforming against its potential.
GOALS
Drive consistent revenue growth
Improve the quality, volume, and consistency of affiliate content
Build and launch a live shopping strategy from the ground up
AVERAGE MONTHLY GMV
+148%
TOTAL MONTHLY INCREASE
AUTOMATION
Automate outreach and affiliate comms.
COMMUNITY
House the brand's creators and open lines of comms.
INCENTIVES
Incentives to retain affiliates and increase content volume.
LIVES
Build a live strategy from scratch.
DATA
Test and iterate to growth.
AUTOMATION
UTILISING AN AFFILIATE CRM IS KEY
A creator automation system was introduced that triggers personalised messages at key moments in the affiliate journey: a briefing document the moment a sample is accepted, a check-in after their first video, a performance nudge at £500 GMV, and an accountability prompt if 10 days pass with no content.
This brought structure and accountability to a previously unmanaged process, replacing guesswork with a repeatable system that scaled without adding headcount.
COMMUNITY
CREATOR RETENTION IS THE UNLOCK
A private WhatsApp community was built for retained affiliates and any creator who had driven £500+ in GMV.
Each week, creators received the brand's top 5 GMV videos, the top 5 in their category across UK and US, and key learnings from what was working on Meta and organically.
This raised the bar of content quality across the entire affiliate base, turning isolated creators into a motivated, informed team.
INCENTIVES & LIVE SHOPPING
LIVE SHOPPING IS THE PERFECT ADD ON
Monthly bonuses were introduced to gamify content creation: £500 for the first creator to post 10 times, and tiered GMV bonus bands, for example, £250 for the first to drive £1,500 in GMV.
Simultaneously, high quality live presenters were identified, bundle and deal strategies were developed, and a structured 2-month live testing schedule was run that progressively improved entry room rate and click-through order rate.
+£111,795
INCREMENTAL REVENUE ADDED
Revenue generated above and beyond what the brand was producing before our engagement began.
3,532
NEW ON-PLATFORM VIDEOS
3,500+ affiliate videos created, giving the brand a constant stream of organic reach and GMV.
+£30,627
IN LIVE GMV
Revenue driven entirely through live shopping, a channel that didn't exist for this brand before.
META PIPELINE
AD CONTENT BUILT ON TIKTOK
The affiliate content built on TikTok became a ready-made, tested library of Meta ad creative.
MONTH 1
Automation, seeding & community setup
MONTH 2
Testing content angles, hooks & formats
MONTH 3
Scale winning concepts
Jamal truly understands how TikTok Shop works from the inside out. His tips were on point and backed by real experience.
Jordan Outterson
Fulfilment Specialist, Selo Source LTD
MORE CASE STUDIES
A UK KIDS VITAMIN BRAND'S TIKTOK SHOP LAUNCH FROM ZERO
£31K
IN GMV
#7
RATED ON TIKTOK SHOP UK
HOW AVA ESTELL GREW LIVE TRAFFIC BY 215% IN 6 MONTHS
+215%
LIVE TRAFFIC INCREASE
+63%
LIVE GMV GROWTH