Driving Launch Success with TikTok Affiliates


The Ordinary partnered with TikTok to amplify their product launch, achieving a 1274% uplift in GMV. Their strategy focused on creator-led content, exclusive product sets and sustained momentum through community engagement:

  • Onike activated a network of over 2,400 creators, resulting in 1,300+ affiliate videos and 55% of GMV driven by affiliate efforts

  • Paired custom TikTok product strategy with curated assortments, including hero SKUs and exclusive sets, leading to a 163% GMV uplift for The Ordinary’s Signature Set

  • Identified and replicated top-performing content themes, boosting sales through Shop Ads

  • Built long-term growth by rewarding high-performing creators with exclusives and vouchers, laying the foundation for an ambassador program and future content wins

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