Myla's Moss

The Challenge

The health supplements category on TikTok Shop is fiercely competitive, with multiple sea moss brands fighting for attention. Myla's Moss needed to differentiate, build trust quickly, and scale their affiliate programme to dominate the category before competitors could catch up.

Our Approach

• Category domination strategy — Mapped the competitive landscape and identified the exact creator types, content angles, and commission structures needed to win the sea moss category
• Rapid affiliate scaling — Aggressively recruited health, wellness, and fitness creators with audiences predisposed to supplement purchases
• Hero product focus — Concentrated affiliate efforts around one flagship product to build search momentum and social proof within the category
• Trust-building content — Guided creators to produce educational, benefit-focused content that built genuine trust rather than hard selling
• Speed to market — Executed a blitz-scale approach to establish category leadership before competitors could react

The Results

Myla's Moss went from a challenger brand to the #1 Sea Moss brand on TikTok Shop within 3 months. Affiliate revenue grew by 500%, and over 13,700 units of their hero product were sold through the platform.

The category leadership position created a virtuous cycle: being #1 attracted more creators who wanted to promote a winning product, which generated more content, which drove more sales, which reinforced the #1 position.