the challenge
Cookies are an impulse buy, and TikTok is the most efficient impulse engine ever built. Ooh & Aah Cookies knew that first-hand: an impressive early start on TikTok Shop that then hit a ceiling. Sustaining momentum proved harder than creating it, and the brief that brought Somerce in was blunter than reach. Reignite the growth, and do it profitably, with a channel whose costs are justified by the sales it creates rather than the spend behind them.
the approach
We overhauled the strategy across content, LIVE and affiliate performance at once, rather than tuning a single lever. At the centre of it sat the affiliate engine, because the affiliate model is the one that pays for itself: creators earn commission when they sell, so the core cost of the channel scales with revenue rather than ahead of it. We developed and launched a large-scale creator community that now runs at 1,000+ active affiliates on the account.
Alongside the affiliate rebuild, we built out a Daily LIVEs and Showcase strategy, turning broadcasts into a second growth lever rather than an occasional add-on. Showcase moments were produced to convert, not just to appear, and the format has delivered the brand's record-breaking LIVEs to date.
Activation started with fit. We recruited creators who genuinely love treats and whose audiences trust them on food, then armed them with briefs built around what the product does on camera: the snap, the pull, the reaction to the first bite. Food content has an advantage most categories envy, because the product demonstrates itself. Our job was to get it into enough of the right hands and make the posting habit stick.
Samples were treated as investment, not giveaway: allocated to the creators most likely to turn them into content and sales, and measured against what they generated. Community management did the rest, with regular touchpoints, proven hooks shared across the group and recognition for the creators driving orders, so posting volume held up without leaning on paid spend. The full method is in our TikTok Shop affiliate guide.
the outcome
The plateau is behind them. Ooh & Aah Cookies now trades at £200k+ in monthly GMV, with £120k+ of that coming through the affiliate channel and a community of 1,000+ active affiliates keeping content volume high without leaning on paid spend. Refined content, a proper LIVE strategy and a rebuilt affiliate engine, working together rather than in isolation, is what turned a stalled channel back into a growth story: structure, consistency and expert support, proving the plateau was a strategy problem, not a ceiling on the brand.