Case Study — TikTok Shop Launch
Dr. Will's
200+ Affiliates
How we launched Dr. Will's TikTok exclusive 3-pack Mayo onto TikTok Shop — building the brand from scratch with 200+ affiliates, 1.9M total video views, and a 4% CTR through an affiliate-first strategy and optimised shop presence.
200+
Affiliates
Creator network activated
1.9M
Video Views
Total across campaign
4%
CTR
Click-through rate
425%
GMV Growth
Month-on-month increase
The Content
Healthy sauces meet
social commerce.
From affiliate creator reviews to recipe content and taste tests, every piece of content was designed to position Dr. Will's as the healthier sauce alternative — tapping into food creators, 'better-for-you' eating habits, and making sauces feel exciting and social-first on TikTok.
Creator Content
TikTok Creator
Taste Test
TikTok Creator
Recipe Content
TikTok Creator
Product Review
TikTok Creator
The Goal
Grow Dr. Will's on
TikTok Shop
from scratch.
Dr. Will's needed to launch their TikTok Shop from nothing — positioning the brand as the healthier sauce alternative on TikTok by tapping into food creators, 'better-for-you' eating habits and relatable everyday food moments. The goal was to make healthy sauces feel exciting, versatile and social-first.
We were brought in to own the full launch — from shop setup and listing optimisation to SEO, imagery, pricing strategy and affiliate recruitment — building an always-on TikTok Shop presence around their hero Mayo Bundle.
Our Strategy
Affiliate-first, health-led,
built to scale.
Affiliate-First Growth Strategy
We built a TikTok Shop growth strategy focused around affiliate marketing and daily creator content to increase awareness and drive consistent sales. The campaign focused heavily on making healthy sauces feel relevant within everyday meals — positioning Dr. Will's as the sauce brand people could use daily without the hidden sugars and additives.
Hero Bundle Launch
We launched and pushed hero bundles including the Mayo Bundle and Taster Bundle, using creators to showcase recipe ideas, food pairings and simple healthy meal inspiration in a TikTok-native way — driving product discovery and repeat purchases.
Shop Optimisation & Scale
We launched the TikTok Shop from scratch — optimising product images, listings, SEO, pricing and bundles. The strategy combined high-volume affiliate activity, consistent content output and reactive food trends to build momentum around the brand.
The Results
425% GMV growth.
Scaled from zero.
425% GMV Growth
Achieved 425% month-on-month GMV growth through a combined organic, affiliate and creator-led approach — proving the power of consistent content at scale.
200+ Affiliates Activated
Built and activated a network of over 200 affiliates creating daily content around the brand — driving mass awareness and product discovery across TikTok.
1.9 Million Video Views
Generated 1.9 million total video views across the campaign, with content focused on recipe inspiration, taste tests and relatable food moments.
700% First-Time Buyer Growth
First-time buyers grew by 700%, successfully positioning Dr. Will's within healthy eating and everyday food conversations on TikTok.
Headline stat
425%
GMV growth month-on-month
Want results like
Dr. Will's?
Book a call and let us launch your brand on TikTok Shop with affiliate creators, optimised listings, and a strategy built to sell.