How we Drove $125k in GMV and 91x ROI for Filter by Molly-Mae
COMPANY
Filter by M-M
ROLE
TikTok Shop
Filter by Molly-Mae, the self-tan brand founded by Love Island star Molly-Mae Hague, came to Z MEDIA® to launch a high-impact TikTok Shop affiliate campaign.
The mission: boost product visibility, activate the right creators, and turn cultural relevance into direct GMV.
We built a campaign that blended aspiration with authenticity, leveraging influencer reach while keeping the brand’s premium edge intact.
Creator Selection
Handpicked creators who aligned with Filter’s aesthetic and core audience.
Balanced beauty influencers and lifestyle creators to keep the content fresh and versatile.
Prioritized creators with high trust and TikTok-native influence, not just polished content.
Content Strategy
Crafted UGC that felt like genuine recommendations, not polished brand ads.
Combined glow-up routines, unboxings, and GRWMs to showcase product appeal in real-life scenarios.
Used strong first second hooks and soft CTAs to guide viewers seamlessly to TikTok Shop.
Paid Ads Strategy
Sparked high-performing affiliate content to extend reach without sacrificing authenticity.
Targeted warm audiences and lookalikes of purchasers to drive incremental conversions.
Maintained premium perception while scaling traffic at a performance-first cost.
Optimization
Tracked GMV and affiliate performance daily across creators and content styles.
Doubled down on creators with top-performing links and high conversion rates.
Refined briefs mid-campaign to reflect what was driving the most value.
Here’s what happened when we paired creator-led strategy with cultural capital. Massive reach. Premium positioning. Real results.
GMV Performance
We drove $125,000 in TikTok Shop GMV over 60 days.
Campaign ROI
The campaign delivered an insane 91x ROI, making it one of the most cost-efficient launches to date.
Brand Alignment
Every creator activation was on-brand, aspirational, and conversion-focused, proving performance doesn’t have to compromise polish.