Hillside Shilajit

The Objective

Hillside Shilajit is a wellness brand specialising in premium Himalayan Shilajit, a natural mineral resin used to boost energy and vitality. As a new entrant into the Malaysian market, the brand faced a critical challenge: 

How do we educate a fresh audience about a niche supplement while maintaining healthy profit margins?

The Solution

1. Empowering a Creator Community

Rather than relying on a few creators, Hillside Shilajit built a community of over 145,000 affiliates within just 12 months. By treating creators as partners, offering competitive commissions and ad support, the brand generated a constant stream of authentic content. This affiliate-led approach soon became the primary driver of growth, ultimately contributing 86% of the brand’s total GMV. Once the organic buzz was created, the next challenge was to amplify that momentum. 

2. Scaling with Smart Automation 

Through Affiliate Creatives for Ads (ACA), Hillside Shilajit automatically identified high-performing creator videos and transformed them into paid ads. This allowed the team to scale content without the need to produce new ads from scratch. 

At the same time, Product GMV Max with target ROI optimization was deployed. This AI-powered solution automatically managed bidding, placements, and delivery across the TikTok ecosystem, ensuring that the most relevant videos reached high-intent shoppers when they were most likely to purchase.

More importantly, as GMV Max only spends budget when the target ROI can be met, the team gained the confidence to scale their ad spend without the risk of unstable returns. 

The Result

The synergy between a vast affiliate network and smart automation transformed Hillside Shilajit from a new market entrant into the #1 Shilajit brand in Malaysia within a year. During the Q4 period alone, the brand achieved 227% increase in order volume, 263% revenue growth, and 3.56x average ROI. 

Hillside Shilajit’s journey illustrates that TikTok Shop is a powerful growth engine for brands that prioritise community and efficiency. By empowering a network of creators and backing them with intelligent automation, brands can secure a dominant market position in record time.