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Liquid I.V. & TikTok Shop

CASE STUDY
We’re Problem Solvers

Background:

DMi Partners has worked with America's #1 powdered hydration brand, Liquid I.V., since March 2022. In October 2024, Liquid I.V. engaged DMi to leverage TikTok Shop’s unique combination of discovery, creator influence, and user purchasing intent.

A FLUIDSOCIALPRESENCE

The Goal

In engaging an influencer with a genuine connection with Liquid I.V. and a TikTok presence that would translate seamlessly into a TikTok Shop campaign, DMi and Liquid I.V. sought to:

  • Increase the creator’s volume of brand-related content for supplemental use in Spark ads
  • Increase creator-driven TikTok Shop affiliate revenue
  • Increase the creator’s GMV (gross merchandise value)
  • Establish and grow a long-term partnership with an up-and-coming TikTok Shop creator who has an organic presence with Liquid I.V.

The Plan

Rather than recruit a number of loosely affiliated creators to pitch Liquid I.V.’s products, DMi Partners identified an up-and-coming creator (Grace Synod) with an organic interest in the brand who already had audience interest, which we assessed by analyzing GMV, CVR, views, and engagement from existing organic content.

Once DMi identified the creator, our partnership team reached out to develop a relationship. We offered additional product samples and an aggressive commission rate to inspire the creator to produce more content for TikTok Shop, thereby increasing her GMV and addressing the brand’s growth goals.

To help align the creator’s content with Liquid I.V.’s brand integrity and campaign goals, DMi shared inspiration for content, as well as tips on the style and type of content we typically see convert on TikTok Shop; we also relayed information on potentially detrimental practices for the creator to avoid.

Outside of these guidelines, and tips for respecting TikTok Shop, FTC Guidelines, and Liquid I.V.’s terms and conditions and privacy compliance, DMi and Liquid I.V. afforded the creator full freedom with content creation to deepen connections with her audience.

Once the campaign was launched and the creator was gifted a set of products, DMi continuously checked in with the creator to ensure she had all necessary tools and inspiration, while also relaying brand feedback.

Through personalized communication, information sharing, and leveraging data within the TikTok Shop platform, the creator authentically incorporated Liquid I.V.’s Cotton Candy Hydration Powder into her day-to-day posting routine and engaged with her audience to provide more product information and tips on how she prepares the drink.

The Results

+2005% PoP

Revenue

+114% PoP

ROAS: $14.56

+1750% PoP

Units Sold

+72.72% PoP

Videos

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