TikTok Shop Case Study
More or Less

Overview:

More or Less is an innovative card game that has introduced a fresh dimension to the family gaming space. Ideal for family and friend gatherings or as a fun Christmas stocking filler, this game combines guessing in a card format with a unique focus on learning in a fun and educational way.

The Project:

We collaborated with More or Less in September 2024 to assist them in maximising their TikTok presence. This included developing an aggressive strategy, including creating content, managing their TikTok Shop, supporting their affiliate program, and refining paid advertising campaigns. Our goal was to drive measurable growth, brand awareness, and sales in preparation for the Christmas period, growing their social account and shop from scratch. As this was a fresh slate, we were able to implement a strategy that would elevate their potential through focusing on content consistency, affiliate outreach, and paid ad strategy. The results exceeded expectations and set a strong foundation for future campaigns, allowing More or Less to achieve their first £10k GMV month within two months on TikTok Shop.

Initial Challenges:

Prior to our involvement, More or Less faced several obstacles which needed to be addressed in our strategy:

  • Limited Social Media Presence: The brand produced very little content across all social media channels and lacked an active social media strategy.
  • Untapped TikTok Shop Potential: Despite previous success on Amazon, More or Less had not explored the opportunities available on TikTok Shop.
  • Absence of Brand Connection: More or Less lacked a essential connection to potential customers and a relatable brand identity on all social platforms likely effecting conversions.

Objectives:

1. Drive Brand Awareness:

    • Humanise the brand by creating a compelling story and face for the product, an essential step for success organically on the platform.
    • Establish a connection between More or Less and its target audience on TikTok through testing content variations and honest affiliate impressions to drive brand connection and trust.

      2. Drive Sales:

      • Tap into the product’s untapped potential with aggressive content strategies and paid ad campaigns, prioritising consistent posting, being adaptive on ad strategies, and building a strong foundation for affiliate marketing.
      • Utilise TikTok’s unique features to overcome competition and build a loyal customer base, including active participation in campaigns and promotions, running consistent live sessions, and being active through content.

        3. Build an Affiliate Program:

        • Establish a network of micro-influencers to create authentic user-generated content. Prioritising a wide variety of content creators and content styles as well as ensuring that affiliate incentives are competitive to attract a higher return.
        • Leverage affiliate content and connections to drive sales and enhance brand credibility and drive sales.
        • Providing creator support to build a strong foundation for continued success and ensuring that affiliate rates were competitive and were regularly supported through all stages to maximise success.

Our Approach

1. Social Media Revamp

We transformed More or Less’s dormant social media presence into an active, engaging platform by:

  • Posting five times a day during campaign periods, ensuring consistent visibility.
  • Creating a mix of entertaining and educational content to resonate with the TikTok audience and help drive impressions.
  • Sharing affiliate content that showcased the product well, including gameplay, challenges, and educational content.

2. Live Sessions

We implemented a daily live-streaming strategy to boost product exposure:

  • Hosting regular live sessions of varying lengths and timings to reach diverse audience segments.
  • Showcasing gameplay, answering audience questions, and offering exclusive promotions and giveaways to drive conversions.
  • Leveraging these sessions to create a face for the brand, fostering trust and authenticity.

3. TikTok Shop Management

We prioritised seamless shop management to increase shop health:

  • Product Optimisation: We enhanced More or Less TikTok Shop presence, ensuring that product listings were visually appealing, SEO optimised, complete with high-quality images and compelling descriptions highlighting the best features to encourage conversions.
  • Promotions: Utilised TikTok’s promotion tools, such as product flash sales, vouchers, bundle deals, and TikTok campaigns to drive traffic and ensure we stayed relevant on the platform.

4. Affiliate Program Development

Our team developed an extensive affiliate program to maximise brand reach:

  • We partnered with a strong network of micro-influencers to promote the game, leveraging creators that were making sales for similar products and trending at that time on the platform.
  • Encouraged affiliates to share authentic reviews and gameplay experiences as well as providing a plethora of information, keywords, and hashtags to help virality on content.
  • Utilised collected UGC as content for TikTok posts and ads, enhancing relatability and engagement.
  • Implemented performance tracking to monitor engagement, providing detailed feedback to affiliates and continuously optimising their content to align with brand goals.

5. Paid Ad Strategy

We executed a robust paid advertising strategy to build a solid foundation for future campaigns:

  • Designed attention-grabbing ads that highlighted the game’s unique value propositions.
  • Targeted key demographics with data-driven audience segmentation.
  • Boosted high-performing affiliate content to drive organic sales and traffic and maximise brand awareness and sales.
  • Scaled high-performing ads to maximise ROI and ensure consistent sales growth.
  • Targeted specific audience segments 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 program accounted for a significant portion of new traffic and conversions, contributing to approximately 87% of the month’s total sales. Our top-performing affiliates saw a 980% increase in engagement compared to the previous month, reflecting the growing effectiveness of this channel.
  • Sales Growth via TikTok Shop: Sales through the TikTok Shop saw a 1450% increase compared to the previous month, largely driven by affiliate sales, which were then boosted by paid ad campaigns, optimised listings, strategic promotions, and engaging content that resonated with the target audience.
  • Audience Engagement: Our content strategy, which focused on a mix of educational videos, product usage scenarios, and gameplays, resulted in an increase of profile views, showcasing strong viewer interest and interaction. 

Challenges Faced During This Project: 

  • Competing in a Crowded Market: Card and Board Games have recently dominated the market on TikTok Shop, which meant positioning More or Less as a distinct, educational yet fun activity was an essential feature of the strategy both through original but affiliate content. 
  • 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, ensuring that every affiliate meets the standard that we expect in their most recent content and increasing the volume of affiliate invites sent out to increase the chances of virality across the platform. We also ran creator giveaways for the highest-performing videos, most creative renditions, and video volume to continue success and loyalty with our affiliate partners.
  • Creative Experimentation: Tested new content types such as active gameplay with a creative spin and in-depth product reviews to see what resonated most with different audience segments. This also allowed us to see what content performs best on the platform to be implemented into our content strategy, whether that be gameplay, faceless, educational, or highly produced.
  • Real-Time Monitoring and Adaptation: Utilised TikTok’s analytics to monitor campaign performance in real-time, allowing us to increase affiliate outreach when performance slowed, jump on specialised flash deals in slower periods, run creator competitions to allow higher video volume, shift ad budgets towards the best-performing ads, and refine underperforming ones rapidly.

Results:

    • £11,000 Gross Revenue within 2nd Month: Utilising all features and continuously adapting our aggressive strategy to dominate the competitions allowed us to see a 1045% increase in sales in the second month. Focusing on a higher volume of affiliate outreach, we were able to find the affiliate capable of creating a viral video that made sales organically. Once we understood what content succeeded for this brand, we were able to replicate not only in our strategy but also suggest this to our other affiliates to maximise sales and potential.
    • Enhanced Affiliate Engagement: The affiliate program became a key driver of both traffic and brand visibility, with top-performing affiliates seeing a marked improvement in conversion rates. Over the two-month period, we were able to onboard 350 affiliates to create content, spreading brand awareness, gaining trust, and driving conversions.
    • Viral Content Success: Leveraged TikTok’s algorithm to create viral moments that attracted new customers and sustained momentum, reaching an audience of 450,000.
    • This campaign marked only the second month of More or Less’s social, affiliate, and paid advertising strategy, yet the results demonstrated the potential for significant growth. The campaign not only solidified More or Less’s position in the market but also provided valuable insights for future strategies.