Pet Honesty

Challenge

Scaling TikTok Shop Sales with Affiliate Marketing and Paid Media

Pet Honesty wanted to accelerate TikTok Shop growth but faced two hurdles: building a high-performing affiliate network at scale and increasing paid-media output without sacrificing efficiency.

Solution

Integrated Strategy Focused on Affiliates, a Hero Product, and Efficient Spend

Affiliate Program Expansion & Optimization

• Sent 406,430 invitations and activated 36,500 creators
• Prioritized top performers to keep content quality high and drive steady sales

Hero Product Identification and Scaling

• Pinpointed Dental Powder as the hero SKU
• Centered creator outreach, creative development, and promotions on this product to boost conversion rates and revenue share

Paid Media & Campaign Strategy

• Gradually increased ad spend while monitoring efficiency
• Reallocated budget to best-performing content and audiences for sustainable scaling

Promotions & Strategic Initiatives

• Leveraged TikTok Shop promos and introduced a Gift With Purchase offer to raise engagement and order volume

Results

• Total GMV: $180,279 generated between October 2024 and mid-May 2025
• April Surge: $61,170 GMV in April, a 217 % jump over March
• Affiliate Impact: Record sales weeks driven by the expanded network, solidifying affiliates as a primary revenue source
• Hero Product Dominance: Dental Powder became the top-selling SKU, leading the majority of shop revenue
• Paid-Media Efficiency: Ongoing optimization kept return on ad spend healthy while scaling budgets