Hotana

The objective

Promoting sustainable beauty and achieving scalable sales

Hotana, a haircare brand focused on sustainability, carefully curates haircare products with high-quality plant-derived ingredients. By sourcing Batana Oil directly from farms in Honduras, Hotana ensures ethical and effective hair nourishment. While their organic traction on TikTok was strong, implementing a scalable strategy helped increase their performance and allowed them maximize the Black Friday Cyber Monday (BFCM) sales period and fully capitalize on their growing demand.

The solution

Maximizing performance with automated ad solutions

To scale efficiently, Hotana implemented GMV Max, TikTok’s AI-powered ad solution that automates campaign management across creative, targeting, and bidding. Unlike traditional ads that optimize for ROAS, GMV Max focused on total GMV, allowing Hotana to maximize revenue by reaching high-intent shoppers across both the For You Page and Shop Tab.

When they were utilizing only TikTok Ads Manager, they were averaging around a 2x ROAS. Since starting with GMV Max, they average a 5x ROAS and more than doubled their GMV, growing to be one of the top shops in their category.

Eventually Hotana ran into budget underutilization with their GMV Max campaign, which limited their ability to scale effectively. We tested GMV Max Delivery in the weeks leading up to Black Friday, yielding promising results. By refining our strategy and leveraging a combination of a healthy budget, the high-conversion BFCM period, and Hotana's strong organic traction, the brand achieved an impressive maximum ROI of 10x during the BFCM period.

The results

Black Friday success and long-term business growth

Hotana’s investment in GMV Max delivered record-breaking results during BFCM, achieving a peak 10x ROI, and driving 2M+ page views on their TikTok Shop. By leveraging GMV Max and Max Delivery, Hotana efficiently scaled their paid strategy while maintaining strong organic traction. The automation and optimization capabilities of GMV Max allowed them to maximize sales without increasing manual workload, which was especially important during a busy holiday season. Their success extended beyond the holiday season, cementing TikTok Shop as a core driver of their continued growth and helping them scale into a seven-figure business.

With GMV Max, Hotana enjoyed a profitable return, all while investing less time into ads management. For their creative approach, Hotana leaned into organic content and a strong affiliate program, showcasing customer testimonials, before-and-after transformations, and engaging storytelling to highlight the effectiveness of their products. Utilizing Affiliate Mass Authorization, influencer creatives are easily integrated into their GMV Max campaigns leading to less work on their end with having to reach out to creators to collect spark codes.

As a result of their campaign, Hotana was able to significantly grow their Shop and overall sales. Their strategic use of TikTok Shop Ads, including GMV Max and Max Delivery, allowed them to reach a wider audience and drive consistent sales growth.

Tips & takeaways

• Capitalize on Peak Sales Periods: Running GMV Max campaigns ahead of BFCM helped Hotana maximize sales potential, proving that early preparation and strategic investment in ads can lead to record-breaking results.

• Maximize Influencer Impact with Affiliate Mass Authorization: By utilizing Affiliate Mass Authorization, Hotana seamlessly integrated influencer-generated content into their GMV Max campaigns, reducing manual outreach while boosting credibility and conversions.

• Leverage GMV Max with Max Delivery for Scalable Growth: By using Max Delivery, Hotana ensured their budget was optimized across the entire TikTok Shop ecosystem, reaching high-intent shoppers at scale. This approach helped them drive higher GMV and ROI while reducing manual campaign management.