Case Study - Tiktok Influencer Marketing
Brand: Mumi Design
Category: Home & Travel Accessories
Focus: Influencer-Driven Growth & Conversion Strategy
Background
Mumi Designs, a brand known for its smart packing and organization products, wanted to expand beyond Amazon and DTC by entering the TikTok Shop ecosystem. They turned to our team to build and manage a complete growth strategy—focused heavily on influencer-driven traffic and conversion optimization.
Our Strategy
1. Full Shop Setup & Optimization
We started by handling everything from A to Z:
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Setting up the TikTok Shop backend
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Syncing their product catalog with creative-ready SKUs
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Writing optimized product titles and descriptions designed for TikTok search
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Creating eye-catching product thumbnails for mobile
2. Influencer Discovery & Engagement Strategy
We curated and reached out to a hand-picked list of micro and mid-tier influencers. Our goal was to focus on authentic creators with high engagement, not just vanity followers.
Influencer profile highlights:
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Travel Creators: Focused on packing hacks, travel must-haves, and organizational content
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Mom Creators: Daily routine vloggers, mom hacks, and lifestyle creators with a strong female millennial audience
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Lifestyle Creators: Content focused on home organization and productivity
We offered these creators product samples in exchange for:
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Organic, story-based TikTok videos
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Adding Mumi products to their TikTok showcase
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Featuring the brand in packing tutorials and “must-have” list formats
3. Content Amplification & Paid Strategy
Once we had high-performing organic content, we:
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Whitelisted the best creators to run Spark Ads directly from their TikTok handles
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Optimized video hooks and CTAs for conversions
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Targeted “lookalike” audiences based on product views, video engagement, and past purchasers
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Retargeted viewers with “TikTok Shop Only” bundle offers and limited-time deals
Results (90-Day Snapshot)
| Metric | Result |
|---|---|
| Influencer videos created | 42 |
| Avg. video views per creator | 32K |
| CTR to product page | 2.7% (avg.) |
| # of creators with added TikTok Shop showcases | 19 |
| % of videos that generated sales | 68% |
| Best-performing video ROAS | 4.1x |
| Top creator content lifespan | 3+ weeks of organic traction before paid amplification |
Key Takeaways
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Leveraging creators native to TikTok’s style made the brand feel “recommended” instead of “sold.”
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Focusing on moms and travel creators aligned perfectly with Mumi’s core buyer personas.
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Running Spark Ads from creators' own profiles led to click-through rates over 2.5x higher than generic brand ads.
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The system created a flywheel—where organic content tested audience reactions before fueling the ad engine.
