The Antidotes Case Study
The Challenge
The Antidotes launched on TikTok Shop with no previous presence and a struggling affiliate strategy. They had scattered creator recruitment, poor content quality, and no way to measure what worked. They were burning samples without real returns in an oversaturated health and wellness market.
Our Approach
We focused on creator quality over volume.
We built branded pitch decks, created high-converting product briefs, and implemented a 3-for-1 refundable sample scheme to align incentives. We manually audited 1,000+ creator DMs, reactivated top performers, rebalanced commissions, and created a Discord community for creators. We blocked low-quality creators with filters and poached competitors.
The Results
Revenue: GMV grew 60% from £137k to £219k over 2 months while cutting video output by 31%. After this, we saw steady month-on-month growth.
Creator Performance: Target Collab GMV jumped 402% from £12.3k to £61.6k. Target creators increased from 2,405 to 9,157.
Conversion: Click-to-order rate up 130%. GMV per video doubled from £30 to £69.
Efficiency: Commission paid up 101% while samples sent increased only 396%. More creators were selling.
Strategy Breakdown
Month 1: Selective recruiting. Low sample volume. Testing product fit.
Month 2: Implemented full system (briefs, filters, commission rebalancing). Volume dropped intentionally. Quality tightened.
Month 3: Scaled confidently. Reopened Open Collab. Pushed creator recruitment harder. GMV hit £888k for the month.
Your Business?
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