/ diff eyewear
services
tiktok shop management
affiliates
gmv max
promotions
creator whitelisting
engagement
Managed service running DIFF’s TikTok Shop, affiliate program and GMV Max as one engine, built to find the frames creators will make famous
partner status
Dual badged TikTok Platinum Marketing Partner
links
overview
Commerce Social runs DIFF’s TikTok Shop, affiliate program and GMV Max. A frame outside the launch lineup became the shop’s number one paid SKU, acquisition cost was cut in half in the first phase of paid, and ROAS held at 3x as spend scaled. The winning creator videos now run on DIFF’s Meta account too.
outcomes
GMV growth across the launch sprint
GMV growth sustained from launch into scale
acquisition cost in the first phase of paid
ROAS held as spend scaled
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INDY became the number one paid SKU,
reaching a third of weekly paid shop GMV above 2x ROAS.
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30 day GMV grew 884% month over month
during the launch, and shop followers grew 195%.
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Proven creator videos were whitelisted into Meta,
so TikTok content now powers DIFF’s paid social beyond the shop.
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One set of proven creator content now drives sales on TikTok Shop and paid social on Meta,
with no extra production budget.
about diff eyewear
DIFF Eyewear makes designer-inspired sunglasses and eyewear at an accessible price, with a charitable model built in: for every pair sold, DIFF donates the gift of sight to someone in need. Its catalog runs to hundreds of frames, from statement shields to soft-cornered classics.
challenge
DIFF knew exactly which frames sold on its website, but TikTok Shop plays by different rules. With hundreds of frames and no data on how they’d perform with creators, DIFF needed a partner who knew the platform. They came to Commerce Social to find the frame that would break through, and build a launch around it.
Assortment
Hundreds of frames, with proven winners on the website. But website data couldn’t say which ones would sell on TikTok Shop, or which to leave out.
Platform
The top TikTok shops win with depth on ten SKUs or fewer. Launching the full catalog would have spread budget and creators too thin to break through.
Creators
On TikTok Shop, creators decide what gets made and pushed. DIFF needed a way to find the frames creators would pick, not the ones the brand would pick.
DIFF didn’t need to know which frames sold best. They needed to know which frames creators would pick up, post and convert. That’s what Commerce Social set out to find.
solution
One system across assortment, creators, paid and promotions. Start lean, let creator demand choose the next SKU, then fund what creators prove.
From hundreds of frames to one breakout
01
Foundation
Focus, not the full catalog.
The shop opened with three hero frames, affiliate partnerships focused on those SKUs, and briefs and outreach built to go deep, not wide.
02
Activation
Let creators choose.
Commerce Social added INDY, a frame outside the launch lineup that creators gravitated to, and partnered with creators based on proven performance.
03
Scale
Fund what creators prove.
One of the top GMV creators on the platform picked up INDY, GMV Max spend went behind the winning INDY videos, and tiered incentives activated top affiliates.
Which of your products would creators pick?
Let’s find out before you spend on the wrong one.
let’s find yours
growth levers
Buy more, save more
A tiered spend-and-save offer gave shoppers a reason to add a second pair, and quickly became one of the shop’s biggest GMV drivers.
Proven sellers first
Affiliate partnerships and paid collaborations went to creators with a proven GMV record, so every partnership had the best chance of converting.
Paid amplification
GMV Max spend sat behind content already proven to sell. Acquisition cost fell by half in the first phase of paid, and ROAS held at 3x as spend scaled.
Beyond TikTok
Winning creator videos were whitelisted into DIFF’s Meta account, extending the same proven content across paid social.
measurement
Signal
Creator picks and early sales showed which frames were winning.
Decision
GMV Max went only behind videos already proven to sell.
Reporting
GMV, ROAS and acquisition cost tracked through TikTok Shop Seller Center and GMV Max reporting.
Result
Acquisition cost halved, and ROAS held at 3x as spend grew.
results
Creators found it, the algorithm rewarded it, and the paid engine scaled it. GMV grew 3,614% across the launch sprint and held 1,000% growth from launch into scale.
ROAS held at 3x as spend scaled, so growth didn’t come at the cost of efficiency.
GMV across the launch sprint, indexed
Shop GMV indexed to the first days of launch (1x). Source: TikTok Shop Seller Center.
INDY’s share of weekly paid shop GMV
INDY share of weekly paid TikTok Shop GMV at its peak. Source: GMV Max reporting.
The frame that won on TikTok Shop was not the frame the sales data would have picked.
We run TikTok Shop, affiliates and GMV Max as one engine, built to find the products creators will make famous, and prove what they’re driving.
let’s find yours. talk to a TikTok expert
