Rockstar Original: fixing a TikTok affiliate program aimed at the wrong buyer

This work was done while Ralph was on the agency side, before he founded Connectwright. The agency team did the work and, as in every Connectwright story, isn't named.

At a glance: Fashion · TikTok affiliate and creator partnerships · Affiliate agency specializing in TikTok · 2024

Situation

Rockstar Original wanted more visibility and revenue from TikTok, using affiliates and creators to reach new customers.

The problem

Two problems. The brand's menswear focus didn't match TikTok's mostly female audience, so creators were reaching people who weren't buying. And the program pushed too many products at once, so the message was diluted and creator results were inconsistent.

Who did the work

An agency team specializing in TikTok affiliate and creator programs.

What changed

• The TikTok program shifted toward women's products and the influencers that audience follows, repositioning the brand for the people actually on the platform.

• Creator content focused on two hero products, the Halloway Trackset and the Hadley Trackset, instead of the full range.

Results

1. Monthly revenue up 50%

2. More than 2,300 first-time buyers

The lesson

Before you change creators, budgets or offers, check that the product you're pushing matches the people who actually use the channel.