12th Tribe

Harnessing the growing power of Social Commerce through TikTok Shop.

Looking to capitalize on the growing customer acquisition power of Creator Affiliate marketing, Maison MRKT activated new affiliate network channels through both ShopMy and TikTok Shop. As TikTok Shop continued growing in cultural relevance and commercial might, Maison MRKT led the highly sought-after brand’s entry to this agile marketplace.

To quickly capitalize on this fast-growing space by generating awareness of and comfort with converting on this new surface, Maison MRKT moved to: 

1. Activate existing Creator and Affiliate relationships within the newly established TikTok Shop Affiliate program. 

2. Target high-GMV affiliates in the Fashion and Apparel space with collaboration and gifting invites to put product in hand and offer a commission incentive.

By casting a wide net, Maison MRKT created the conditions for Creators to deploy high volumes of content which in turn provided the brand with increased odds for virality. 

By introducing advanced AI automation tools, our teams worked together to meaningfully scale the volume of Creator gifting invites that were sent on a monthly cadence, and prioritized gifting to Creators who have demonstrated a high propensity for driving GMV on TikTok Shop. We also worked to align Creators with brand pillars and guided content through data-driven content briefs at every stage of the program.

Through unique Creator sourcing strategies and our relationship with platform connections as a badged TikTok Shop Partner, Maison MRKT provided extensive recommendations of highly aligned Creators to include on collaboration invites.

As visibility into the TikTok Shop storefront grew, so did the number of Creators reaching out directly requesting involvement in the Affiliate program. This further built on the channel’s momentum.

About

12th Tribe is focused on creating the perfect outfit for every occasion. Rooted in its founder’s journey from vintage pop-ups to a global wardrobe, the brand is centered around its engaged community of believers. With trend worthy design and a boutique-like intimacy, 12th Tribe simplifies the search for “what to wear” into an effortless look that feels as though it was made just for you.

Driving TikTok Shop Growth through Hero SKU Strategies Designed to Induce Virality

By focusing specifically on a small number of specific products each month, sometimes only one, Maison MRKT devised a Hero SKU strategy that lent itself to the ways in which TikTok Shop storefronts tend to grow best: through in-platform virality via TikTok’s recommendation algorithm.

Using this method, Maison MRKT built an active community of Creators that were consistently and enthusiastically sharing content centered around the same products. As such, the product’s popularity compounded as potential customers saw it being mentioned on all sides. 

Through TikTok Shop’s seamless discovery to purchase flow, 12th Tribe’s sales on TikTok Shop quickly soared. Through the affiliate commission structure, Creators were commensurately rewarded for their part in this growth.

Maison MRKT then continued to build on this success with follow up activations and complementary strategies that supported the brand’s production timeline and activation calendars. 

With each additional campaign, the Creator community continued to grow and flourish, bringing the brand not only out of cold-start mode, but emphatically on their way to becoming among the largest Sellers on TikTok Shop.