Tiny Buds Baby Naturals

The Objective

Baby and mothercare brands often face challenges in marketing their products, as parents tend to be selective in choosing safe and effective products for young children. While Tiny Buds Baby saw some initial success from using branded content for their ad campaigns on TikTok, the brand saw a potential in using affiliate marketing to amplify product awareness and sales through the voices of other mothers who are trusted creators on the platform. Not only can brand affiliates create relatable and effective content to highlight the benefits of products, they can also expand the brand’s reach by introducing the products to their own following. Tiny Buds Baby thus needed an ad solution that allows them to be featured through creator accounts and be able to drive engaged audiences to their TikTok Shop, eventually converting more users into paying customers.

The Solution

The brand commissioned selected creators as their brand affiliates to produce relatable content, showcasing the effectiveness of Tiny Buds Baby’s products and addressing the unmet needs of many mothers who face similar challenges with childcare. With these creator-led content available, the brand was able to switch up their video creatives to make their content more relatable, instead of using brand-owned creatives like in previous campaigns. Additionally, the brand also used the new video creatives in a separate Video Shopping Ad campaign to drive Shop Purchases in their TikTok Shop. Using ‘Baby, Kids & Maternity’ and ‘Household Products’ as the categories for interest targeting, Tiny Buds Baby was able to amplify their refreshed creator-led content to relevant audiences, increasing the likelihood of conversions amongst engaged audiences.

The Results

Affiliate marketing proved to be impactful for the brand. Compared to using brand creatives in previous campaigns, using the affiliates’ content reduced CPA by 42% and resulted in a 28% uplift in ROAS. In addition, the brand’s VSA campaign also reached more than 486K users and resulted in more than 1.4K ‘Complete Payment’ events on their TikTok Shop. This demonstrates the influence of the creators who are mothers themselves, where products that are tried, tested and proven effective in real-life makes for more convincing and relatable content than brand-led content focused on just product benefits. Besides the positive sales-driven results, Tiny Buds Baby was also able to increase their brand awareness by reaching more relevant audiences through the creators – growing their community of brand advocates and customer base on TikTok for future success.