Ridiculously Rich by Alana

The objective

Turning an Apprentice win into a thriving online business

Ridiculously Rich by Alana is a luxury homemade cake brand from Wales, founded by self-taught chocolatier Alana Spencer. Her passion began at 14 with a chocolate-making book from her mum. What began as a hobby turned into a passion — by 16, Alana had made £1,000 selling handmade chocolates over Christmas. She soon rented her first kitchen and started selling to friends, family, and local shops in Aberystwyth. In 2010, she left school to pursue her chocolate-making dream full-time.

In 2016, Alana made a game-changing move by appearing on BBC One’s The Apprentice. Her talent, determination, and delicious bakes won over Lord Sugar, earning her a £250,000 investment and officially launching Ridiculously Rich by Alana, a brand now loved across the UK for its handcrafted cakes and treats. Then TikTok Shop came into the mix—and took the brand to a whole new level.

Today, @ridiculouslyrichbyalana has an engaged TikTok following of over 279K, regularly posting native content that showcases products, behind-the-scenes baking, and livestreams that bring fans closer to the brand. With this campaign, the cake brand launched a conversion-focused TikTok advertising strategy to increase orders while building on their existing brand love.

The solution

Leveraging TikTok's automation tools to increase sales

To capitalise on their growing TikTok presence, Ridiculously Rich by Alana became early adopters of GMV Max, an automated solution for TikTok Shop Ads that optimises for total channel ROI.

By utilising both Product GMV Max and Live GMV Max, the brand was able to streamline ad management and automate campaign optimisation. This freed up valuable time for the team to focus on creative strategy, content development, and performance analysis. With greater flexibility, they were able to experiment with different approaches, refine their messaging, and better understand what resonated with their audience.

The introduction of Live GMV Max in particular proved to be a turning point, enabling the brand to maximise revenue during livestreams, one of their most impactful sales channels. This approach delivered exceptional results in Q2, driven largely by the success of the Build Your Own (BYO) Box, which quickly became a customer favourite. To keep the product range engaging and relevant, the team also launched a variety of additional products which helped boost repeat purchases and attract new fans.

To fuel their GMV Max success , Ridiculously Rich by Alana created a marketing ecosystem on TikTok by continuously adding to their organic shoppable content and building a network of affiliate creators collabs. These collaborations increased reach and visibility, amplifying brand discovery through authentic, native-feel content that resonated with the brand's audience.

The results

Achieving high conversions with campaign optimisation automations

GMV Max has delivered a transformative impact for Ridiculously Rich by Alana. Since launching the campaign, the brand has achieved record-breaking gross revenue, surpassing 60,000 orders. Total GMV has increased by an impressive 45% period-over-period, highlighting the effectiveness of the strategy in driving growth at scale. Live GMV also saw a remarkable 47.25% increase period-over-period, underscoring the strength of the live selling channel as a growth driver.

One standout moment during the campaign was a high-impact collaboration with L'Oréal Paris. This partnership significantly boosted brand visibility, leading to a 45% increase in live views and a 21% uplift in GMV. The collaboration not only amplified reach but also reinforced brand credibility and engagement among both new and existing audiences.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.