Creatine Gummies
TikTok Campaign Success
Overview
Suptropic is an innovative health and fitness brand that specialises in creatine gummies—a unique product aimed at fitness enthusiasts looking for convenient and tasty alternatives to traditional supplements. With a fresh take on creatine supplementation, Suptropic aims to differentiate itself in a crowded market by offering a portable, easy-to-consume gummy option that appeals to both experienced athletes and casual gym-goers alike.
The Project
In April 2024, our team continued our partnership with Suptropic for the second month, focusing on optimising their TikTok presence. This included managing their TikTok Shop, supporting their affiliate programme, and refining paid advertising campaigns. Our goal was to build on the momentum from the initial launch month and drive measurable growth in brand awareness and sales. As this was only the second month of implementing an affiliate and paid ad strategy, the results exceeded expectations and set a strong foundation for future campaigns.
Objectives
- Increase Brand Awareness: Establish Suptropic as a go-to brand for creatine gummies on TikTok, ensuring that the product reaches new audiences and expands its visibility.
- Boost Sales through TikTok Shop: Utilise TikTok’s in-app shopping feature to drive direct sales and enhance the shopping experience.
- Strengthen Affiliate Programme: Build a network of engaged micro-influencers to promote the product, leveraging user-generated content to create authenticity and trust.
Strategies Implemented
1. TikTok Shop Management
- Product Optimisation: We enhanced Suptropic’s TikTok Shop presence, ensuring that product listings were visually appealing, complete with high-quality images and compelling descriptions highlighting the benefits of the creatine gummies.
- In-App Promotions: Utilised TikTok’s promotion tools, such as product stickers, in-video shopping links, and special offers, to increase product visibility and drive click-through rates.
2. Affiliate Management
- Developed a structured affiliate strategy, targeting micro-influencers in the fitness and wellness space.
- Provided affiliates with bespoke promotional assets, including discount codes, sample videos, and high-quality images.
- Implemented performance tracking to monitor engagement, providing detailed feedback to affiliates and continuously optimising their content to align with brand goals.
3. Paid Advertising Campaigns
- Designed a series of TikTok ads in various formats, including video ads, user-generated content (UGC), and product highlights.
- Targeted specific audience segments, such as fitness enthusiasts, bodybuilders, and health-conscious individuals, using TikTok’s detailed demographic tools.
- Conducted A/B testing on creative elements, messaging, and targeting criteria to maximise the impact of the campaigns and improve key performance metrics.
Key Metrics and Performance
Affiliate Conversions: The affiliate programme accounted for a significant portion of new traffic and conversions, contributing to approximately 25% of the month’s total sales. Our top-performing affiliates saw a 15% increase in engagement compared to the previous month, reflecting the growing effectiveness of this channel.
Paid Campaign Reach: The TikTok ad campaigns reached over 500,000 unique users, with a click-through rate (CTR) of 4.8%, well above the industry average for similar product categories.
Sales Growth via TikTok Shop: Sales through the TikTok Shop saw a 35% increase compared to the previous month, largely driven by optimised listings, strategic promotions, and engaging content that resonated with the target audience.
Audience Engagement: Our content strategy, which focused on a mix of fitness tips, product usage scenarios, and humorous skits, resulted in an engagement rate of 12.4% across all posted content, showcasing strong viewer interest and interaction.
Challenges Faced
Competing in a Crowded Market: Creatine is a widely used supplement, and positioning Suptropic’s gummies as a distinct and superior option required strategic messaging and creative content formats.
Affiliate Management: While affiliates were highly engaged, maintaining consistent branding and messaging across a diverse group of influencers required ongoing communication and support.
Optimising Paid Campaigns: Striking the right balance between informative and entertaining content was initially challenging. Some ad formats underperformed, requiring quick adjustments and testing.
Solutions & Adjustments
Enhanced Affiliate Onboarding: Introduced a more structured onboarding process for affiliates, complete with brand guidelines and a creative content kit to ensure uniform messaging.
Creative Experimentation: Tested new content types such as “Day in the Life” series and in-depth product reviews to see what resonated most with different audience segments.
Real-Time Monitoring and Adaptation: Utilised TikTok’s analytics to monitor campaign performance in real-time, allowing us to shift budget towards the best-performing ads and refine underperforming ones rapidly.
Results
35% Increase in Monthly Sales: Our campaign led to a substantial rise in sales through the TikTok Shop, driven by optimised listings, strategic promotions, and engaging content.
500,000+ Unique Impressions: The paid campaigns reached a wide audience, establishing Suptropic as a recognised brand in the fitness and health space on TikTok.
Enhanced Affiliate Engagement: The affiliate programme became a key driver of both traffic and brand visibility, with top-performing affiliates seeing a marked improvement in conversion rates.
This campaign marked only the second month of Suptropic’s affiliate and paid advertising strategy, yet the results demonstrated the potential for significant growth. By effectively managing the TikTok Shop, engaging affiliates, and running optimised ad campaigns, we successfully boosted both brand visibility and sales. The campaign not only solidified Suptropic’s position in the market but also provided valuable insights for future strategies.
