The best creators aren’t always the obvious ones.

Context.

An established premium accessories brand partnered with the team ahead of its TikTok Shop launch. When initial momentum stalled, the challenge wasn’t simply recruiting more creators. It was identifying which creators and audiences could connect the products with the right buyers.

Strategic move.

Look beyond the obvious category specialists. Learn which creator subcultures connected most naturally with the product, then focus attention and investment on those relationships.

How we worked.

• Identified high-potential creators outside traditional fashion and accessories categories.
• Shifted creator targeting toward audiences and subcultures showing stronger product fit.
• Developed a tailored TikTok Shop merchandising strategy, aligning product selection and positioning with broader retail and ecommerce channels.
• Built a repeatable creator program focused on commercial performance rather than recruitment volume.

The Impact.

• A multimillion-dollar TikTok Shop growth channel.
• New customer audiences unlocked through unexpected creators.
• A more strategically merchandised, creator-powered storefront.