Case Story: Consumer Oral Care Brand

Early results at a glance

• 68.5% increase in gross merchandise value during the promotional period
• 93% increase in orders
• 26.9% improvement in acquisition efficiency
• Positive return on investment, reaching above 1.0x during the reported period

About Our Client

• Industry: Consumer oral care brand / health and wellness / DTC
• Deliverables: TikTok Shop affiliate marketing, creator outreach, product seeding, affiliate relationship management, TikTok Shop paid media, GMV Max optimization, and recurring performance reporting

Background

A consumer oral care brand was using TikTok Shop as a revenue channel, but growth depended on coordinating several moving parts: affiliate recruitment, creator content, product sampling, paid amplification, promotions, and platform performance signals.

The challenge was not simply to increase media spend. The brand needed a more structured TikTok Shop affiliate marketing engine that could activate creators, connect content to paid distribution, and make performance visible across GMV, orders, CPA, and ROI.

Goals

• Increase TikTok Shop GMV and order volume.
• Recruit and activate affiliates whose audiences aligned with the brand and products.
• Improve paid-media efficiency while scaling promotional opportunities.
• Establish a repeatable process for creator outreach, sampling, content tracking, and performance optimization.

Results

GMV Max performance

During the June 15–28 promotional reporting window, the managed GMV Max program outperformed the prior period across the core volume and efficiency metrics:

GMV increased
68.5% to $47,320.33.

GMV orders increased
93% to 523.

CPA decreased
26.9% to $87.

ROI increased
18% to 1.04x.

The report attributed the lift primarily to the promotional period. The Deals For You activation delivered 1.42x ROI at a $56.46 CPA on the adult product line, creating a halo effect across the account.

Affiliate activation

The same reporting period expanded the top of the affiliate funnel, with target invites up 67.53% to 41,759 and sample requests up 42.51% to 751. Affiliate GMV reached $33,853.75, up 49.13% period over period.

The following reporting period provides important context. After promotions ended, GMV Max performance normalized: GMV declined 16%, orders declined 20%, CPA increased 9%, and ROAS settled at 0.99x. The verified outcome is therefore best understood as a strong promotional-period performance gain—not proof of sustained growth at the same level.

The Method

Avenue Z built a coordinated TikTok Shop affiliate marketing program by analyzing the target audience, identifying and vetting affiliates, distributing samples, managing creator relationships, and tracking content through TikTok’s affiliate marketplace. The team then connected affiliate content with GMV Max paid media, managed campaign budgets and ROI objectives, and used recurring reporting to identify stronger products, creators, and creative assets.

Operational Impact

The engagement gave the brand a more structured commerce operating model: creator recruitment tied to performance history, sampling and content oversight, paid amplification of affiliate content, and a shared reporting rhythm across GMV, orders, CPA, and ROI.

The clearest verified impact was improved TikTok Shop performance during the June promotional window and a stronger operating foundation for future creator and paid-media tests. Longer-term scale, profitability, and post-promotion efficiency require a longer reporting window.