Success stories

Love & Pebble

Leveraging the power of TikTok Shop's Creator Affiliate program and Shop Ads to level up sales on TikTok.

Untitled design (71) lp logo
1,194 %
increase in sales
3.2 x
ROAS
409 %
decrease in CPA against BAU

The Objective

Love & Pebble is a minority-owned small business that was founded by Lynda and Paul Tran, husband and wife, in 2021. As a cruelty-free clean beauty brand, Love & Pebble had seen success on TikTok in the past with viral videos and a strong TikTok following but had yet to crack the code in terms of profitability and return on ad spend.


The Solution

Love & Pebble has looked to TikTok to tap into their audience base since launching in 2021. They have been willing to test new things so when TikTok Shop launched in North America, they were quick to onboard and excited to test out the new products that would allow them first party data to measure purchases within the TikTok platform.


Content was a pain point in the past as Love & Pebble had not unlocked what worked to drive sales; once onboarded to TikTok Shop, they quickly activated the Creator Affiliate Program, an exclusive to TikTok Shop tool that connects merchants to creators and allows for in-platform commission sharing with content creators.


Love & Pebble's beauty pops were quick to go viral (again) thanks to a handful of creators that joined the Affiliate program. This time, though, the sales that followed viralty were easily attributed to TikTok due to the end-to-end checkout process available via TikTok Shop. After seeing success organically with both TikTok Shop & Creator Affiliate, Love & Pebble pivoted their advertising strategy to mirror their organic strategy: they leveraged Creator Affiliate videos as a Video Shopping Ad (for TikTok Shop) maximizing their results with appealing creative that drove the needle for the brand and sold out inventory twice.



The Results

With a new creative strategy dependent on Affiliate marketing to lean on, this Shop Ads campaign delivered extraordinary results with a 3.2x ROAS driving over 240 conversions and 250,000 impressions from their advertising. Combined results of organic, affiliate & paid resulted in a 1194% increase in sales and 409% decrease in CPA vs BAU for the brand overall and increased their TikTok follower fan base by over 3,000. Not only was Love & Pebble able to impact their bottom line and drive massive brand awareness, but they were able to help affiliates who earned commission on these sales.


Tips & Takeaways

  • Leverage TikTok Shop to improve attributed ad ROAS

    • Fully capture all onsite signals within TikTok Shop's closed-loop ecosystem to maximize performance. Pixel setup and configurations are not required.

  • Tap into the power of affiliate marketing with TikTok Shop's affiliate program

    • Seamlessly collaborate with creators by setting a commission rate for creator sales directly on TikTok Shop

  • Connect your organic and paid strategy via Shop Ads

    • Amplify content that performs well organically by leveraging them for Shop Ads and improving your overall ROAS

    • Gain permission from affiliates to leverage strong performing content as Ads to further boost overall sales and to boost your UGC style creative repository


quote marks - razzmatazz

TikTok helped our small beauty brand Love & Pebble find our following and marketing strategy to compete in the beauty industry against brands with massive marketing budgets. Once we integrated with TikTok Shop and connected with our affiliates, all of our metrics, especially conversions exploded.

Paul Tran, Co-founder
Love & Pebble
Ready for results?

Start advertising on TikTok today.

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Limited Period Offer: Spend $100, Get $100 | Spend $500, Get $500 | Spend $1500, Get $1500 + 1-to-1 Expert Support

Terms & Conditions:
  1. To activate this offer, launch your TikTok ad campaign and spend according to the above mentioned tiers within 30 days from registration. Based on your advertising spend, only one of the offer tiers will be applied to your account and you can not use the free credits to avail the next tier.
  2. New registered advertisers are eligible for the offer if they fulfill the following criteria:
    1. The registered advertisers have a self-serve SMB account
    2. The new advertising account is not an Agency/Business Center created account or a TikTok Shop account
    3. Only one new advertising account under one new TikTok For Business account is eligible for this offer.
    4. Multiple advertising accounts under one TikTok For Business account, or a TikTok For Business account with an existing active advertising account are not eligible for this offer.
  3. Provided all eligibility checks are met, credit will be applied to your TikTok For Business account within 7 days - after you cross the highest spend threshold or after the spend accumulation period of 30 days.
  4. If the advertising credit is not fully utilized, it shall automatically expire by 2023/12/31.
  5. You can avail onboarding support after you setup your payment profile and get your account approved.
  6. This offer is contingent upon the advertising account being in compliance with all TikTok advertising policies and general TikTok Coupon Terms.
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