E-commerce / Wellness Supplements
Premium Supplement Gummies D2C Brand
Overview
The brand is a direct-to-consumer wellness label built around clinically-dosed gummy supplements, sleep, immunity, and recovery formulas, with TikTok Shop as the primary storefront.
Challenge
The brand had product-market fit and a steady stream of organic Shop orders, but every attempt to scale paid had broken in the same place. Manual Video Shopping Ads and Product Sales campaigns delivered wildly inconsistent ROAS as spend climbed past $50K/week, creative fatigued in days, and the team was hand-picking SKU winners across three formulas instead of letting the platform do it. Compounding that, supplement vertical compliance and ingredient-claim review slowed creative iteration cycles to a crawl.
Approach
We rebuilt the entire TikTok program around GMV Max, TikTok's full-catalog Shop optimization product, and let the algorithm handle placement, audience, and bid across every active SKU. We seeded launch with 24 compliance-cleared creatives, half UGC testimonial, half ingredient-led, refreshed in 10-day waves so the system always had fresh fuel. A separate Brand Auction layer ran cold prospecting against the sleep-aid category, kept top-of-funnel demand flowing while GMV Max compounded purchase signal on the Shop side. Compliance review moved into a parallel track so creative shipped without bottlenecking spend pacing.
Results
Within the first 60 days on GMV Max, blended ROAS lifted from a manual baseline of ~2.4x to a steady 3.8x while monthly spend scaled past $500K. Cost per purchase dropped 41% and the algorithm surfaced the Liposomal Magnesium SKU as the dominant revenue driver, a position the team had previously credited to a different formula. By day 90 the brand had scaled spend 3× without touching the underlying campaign structure.
The Proof
The numbers that moved.
Overview · Blended
By Platform
Steady-state monthly performance · TikTok-only · GMV Max running the full Shop catalog, Brand Auction layered for cold prospecting. Placeholder numbers, Anthony will swap real reporting once pulled.
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