MySmile
Building a new distribution channel via TikTok Shop, and leveraging Shop Ads to supercharge sales
The objective
MySmile is a dedicated provider of oral care and teeth whitening products, aimed at helping people achieve a brighter, healthier smile. MySmile has historically sold its products through Shopify and Amazon, so its goal was to diversify revenue streams by building a new distribution channel via TikTok Shop and to supercharge sales via Shop Ads, while simultaneously building a social platform to meet and grow consumers.
The solution
MySmile launched TikTok Shop as a new distribution channel because of its seamless customer path to purchase. MySmile then leveraged Shop Ads to grow its TikTok Shop faster, as well as to improve ads performance through Shop Ads' closed-loop ecosystem, which captures all onsite purchasing behavior with no signal loss. To further build on its content and organic presence, MySmile activated TikTok Shop's Creator Affiliate Program, which connects merchants with creators through a commission-based marketplace, to tap into an engaged affiliate community to promote its products. MySmile partnered with affiliates who already used its products to create product-focused demo videos, showing how easy it is to use MySmile's 10-day teeth whitening kits, and then subsequently leveraged top affiliate content for TikTok Shop Video Shopping Ads. Additionally, MySmile engaged with organic audiences through weekly Live events and amplified reach for these events through TikTok Shop Live Shopping Ads. Overall, MySmile was able to maximize its TikTok Shop channel ROI by tapping into Organic, Affiliate, and Paid channels and bridging its Organic & Paid strategy.
The results
After launching TikTok Shop, MySmile drove >$1M in GMV within 3 months. Furthermore, MySmile has scaled Shop Ads spend from $0 to 5-figure weekly budgets, while maintaining ROAS of 3x and reducing CPA by 80% relative to BAU campaigns driving to its website. Shop Ads is now the best-performing channel relative to driving ads to its website and to Amazon, and MySmile has since shifted budget from other platforms to TikTok due to the stronger conversion rates.
The introduction of TikTok Shop has been transformative for our business and given us a platform to seamlessly engage with our vibrant community of fans and influencers. By leveraging Shop Ads, we're witnessing a remarkable increase in sales and are eager to further amplify our customer base using the retargeting capabilities.
