Zesty Paws

Challenge

Scaling TikTok Shop Revenue with Paid Media, Affiliate Marketing, and Community Management

Zesty Paws sought to unlock sustainable, scalable growth on TikTok Shop. Although initial efforts showed promise, they struggled to consistently surpass six-figure monthly sales. Rising complexity in managing paid media, affiliate outreach, live events, and creator engagement made it difficult to efficiently scale GMV while acquiring new customers. They needed a unified strategy to increase performance, elevate high-potential products, and generate impactful creator content.

Solution

Performance-Driven Paid Media and Affiliate Strategy Centered on a Hero Product

To drive sustained results, adQuadrant developed an integrated TikTok Shop strategy focused on scaling paid media, optimizing affiliate operations, and identifying top-performing products.

Paid Media Growth with Improved Efficiency

Zesty Paws paid media budget increased from $1,000 to $3,000 per day between October 2024 and March 2025. Despite tripling spend, paid media ROI improved from 1.5 in November to 2.45 in March. This was achieved by refining campaign targeting, maximizing use of proven video assets, and consistently testing new creative based on performance data.

Hero Product Identification and Scaling

A standout product, Salmon Oil, was identified as the Zesty Paws Hero Product due to strong conversion rates and consistent sales lift. With a reliable top performer in place, adQuadrant optimized campaign resources around it and transitioned creator incentives from free samples to fully refundable ones once sales were generated. This allowed the team to redirect samples and budget to testing other emerging product lines.

Affiliate Program Expansion

Affiliate marketing became a key revenue driver, with affiliate-generated GMV increasing more than tenfold over six months. In March 2025, affiliate GMV accounted for $187,298 of total revenue, supported by over 2,700 published videos. Creator management and sample fulfillment were streamlined to prioritize quality content that supported both paid and organic placements.

Live Shopping and Content Repurposing

Live events and creator-generated videos were strategically repurposed across campaigns. Organic and affiliate content that met performance thresholds was integrated into paid media, which maximized return on content investments and reduced the need for ongoing production from scratch.

Results

High-Impact Growth Across Revenue, ROI, and Customer Acquisition

From October 2024 to March 2025, Zesty Paws experienced significant performance gains across every major metric:

Monthly GMV grew from $40,082 in October to $278,803 in March, a 595% increase

Paid media ROI improved from 1.5 in November to 2.45 in March, a 63% lift

Affiliate GMV rose from $17,906 in October to $187,298 in March, a 946% increase

Live Shopping GMV totaled $105,819 over six months, peaking at $29,536 in January

New customer acquisition totaled 26,883 from October to March, boosting brand growth