When traffic gets expensive, change the playbook:Build your own affiliate ecosystem instead of blindly stacking creatives.
The Challenge
Content Asset Shortage
Limited influencer content with no mechanism for continuous hit video production, leading to weak ad ROI.
Low Brand Awareness Among Affiliates
New brand chicken-and-egg problem: no sales means no KOCs willing to promote, no KOCs means no sales.
No Content-Ads Synergy
Lacking systematic content testing and selection mechanism to amplify quality content.
Our Strategy
TikTok Challenge as Lever: Build a short-term high-burst, long-term sustainable "content factory" rather than just brand exposure
Hit Video SOP: Standardized creative scripts, detailed shooting guides with clear DO's and DON'Ts, affiliate training with feedback loops
Cost Restructuring: Shift from "cost per video" to "cost per hit video discovery" — bulk content enables natural selection of winners
Affiliate Ecosystem: Challenge is "acquisition", commission structure and samples are "retention" — turn affiliates into long-term distributors
Execution Details
Results
Key Takeaways
Shift Cost Perspective
Focus on "cost per hit video discovery" not "cost per video".
Content-Ads Integration
Content team and ads team must work together. Videos fuel ads, ad data guides content.
Build Owned Affiliate Pool
Challenge is for "user and influencer acquisition", commission is for "influencer retention". Turn affiliates into long-term distributors.