Strategy:

At the time of the campaign, TikTok Shop was still a relatively low-visibility feature within the TikTok ecosystem—tucked away in a secondary tab, without a standalone app, and often overlooked even by active users. With competitors like Amazon, Shein, and Temu dominating mindshare, we needed to do more than just drive conversion, but also drive both education and visibility. I began by conducting cross-platform research, analyzing SKU trends, pricing strategies, and viral content formats across five major e-commerce platforms. Based on content performance data, Google Trends, and seasonal user behavior, I built a product selection framework designed to spotlight niche, high-potential SKUs with strong storytelling appeal. From there, I developed regional content strategies tailored for six different markets (US, UK, EU, Latin America, Australia, and SAU), and created a standardized agency brief covering visual direction, promotion timelines, and local insights—ensuring every post could serve both conversion and education goals at scale.