/ hyland’s
services
full shop management
strategy
affiliates
paid amplification
tiktok campaigns
omnichannel growth
engagement
Managed service running Hyland’s TikTok Shop as a full social commerce system, with content, affiliates, paid amplification and platform campaigns working as one engine
partner status
Dual badged TikTok Platinum Marketing Partner
links
overview
Commerce Social runs Hyland’s TikTok Shop as a full social commerce system, with content, affiliates, paid amplification and platform campaigns working as one engine. In year one the shop passed $1M in sales at 8.5x return on ad spend, and TikTok Shop created a new best selling product for Hyland’s across every platform it sells on.
outcomes
TikTok Shop sales in year one
return on ad spend
month over month growth as the affiliate program compounded
affiliates activated every month
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A new demographic unlocked.
Creator content introduced Hyland’s to a younger generation of buyers who had never picked it up off a shelf.
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A century old brand gone viral.
PRID® Drawing Salve became the salve that won TikTok.
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The only marketing channel driving exposure
for Hyland’s on Amazon and in retail, including Target, Walmart and CVS.
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4,500+ creator videos in a single TikTok campaign,
with Hyland’s featured across ten TikTok Shop campaigns in 2025.
about hyland’s
Hyland’s is a century old OTC health brand trusted by families for generations, with products for pain relief, sleep, cough and cold, and kids’ wellness. The brand sells across retail, Amazon and DTC.
challenge
Hyland’s had heritage, loyal customers and shelf space at every major retailer. But a younger generation was discovering wellness products in their feed, not in the aisle, and Hyland’s wasn’t there. Without a channel creating new demand, the brand risked becoming the one their parents bought.
Audience
Younger shoppers and new parents had never picked Hyland’s up off a shelf, and its traditional channels weren’t reaching them.
Channel
Retail and Amazon only capture shoppers who already know the brand. Nothing was creating demand among people who didn’t.
Starting point
No TikTok Shop presence and no creator program. Everything had to be built from zero, and built to scale.
solution
Commerce Social built Hyland’s TikTok Shop in three phases, with content, affiliates and execution running as one engine.
01
Foundation
A shop built to convert.
Hero SKU listings optimized, an affiliate program with commissions, samples and creative briefs, and a pixel and baseline content audit.
02
Activation
Creators at scale.
More than 1,000 affiliates activated every month, creator content that introduced the brand to a new audience, and winning hooks and creators identified early from performance data.
03
Scale
Amplify the winners.
Paid amplification on top performing creator content at 8.5x ROAS, a new best seller carried to every platform, and a steady reporting cadence across GMV and ROAS.
strategy
Commerce Social set Hyland’s TikTok Shop strategy around a clear budget framework: protect the hero product, and fund disciplined testing to find the next breakout SKU.
70% core growth
Most investment reinforces PRID® Drawing Salve, the shop’s hero SKU, through consistent Spark Ads and GMV Max, always-on affiliate programs, and continuous optimization of winning creative and offers.
30% SKU innovation
Structured testing of new potential heroes, including Kids Sleep, Dry Ear Relief and Chafing Relief, with spend reweighted quarterly as new winners emerge.
Bundles and AOV
Bundles built around the hero, such as the PRID Power Pair, plus a Gentle Sleep Starter bundle for kids, a seasonal Winter Care bundle and a Wellness Essentials bundle that cross sells PRID buyers into the wider range.
Hook replication
Winning content angles turned into standard briefs, so every affiliate could start from formats already proven to sell.
CRM and DMs
Buyer segmentation and targeted TikTok Shop messaging to bring customers back for their next order.
affiliate program
Rather than a one time burst of outreach, Commerce Social built an always-on program that recruits new creators, brings past creators back, and rewards the ones who sell the most.
Recruit
Creators with proven GMV history in beauty, wellness, parenting and lifestyle, seeded in waves and given angle sheets and creative briefs for every product and bundle.
Reactivate
Past creators re-engaged with fresh product angles, limited commission boosts, early access to new bundles, and a library of the best performing videos to learn from.
Reward
A six tier rewards program, from Calm to Stellar, with cash rewards, extra commission, premium product kits and retainer eligibility as creators hit monthly GMV milestones.
Retain
Monthly retainers for top performers, with early product drops, exclusive SKUs, creative support and priority access to every campaign.
Creator videos per month, by product
■ PRID® Drawing Salve ■ Kids Cough & Immune ■ Sleep Calm + Immunity ■ Other
September 2025 to February 2026. Monthly creator video volume grew more than 11x as new hero products joined PRID.
Every creator was matched to the products that fit their audience. Parenting and lifestyle creators led kids’ sleep and seasonal bundles, skincare and wellness creators led PRID with problem and solution content, and the top tier anchored hero and seasonal drops.
compliance and brand safety
Every brief, angle sheet and creator video was built around approved product claims, so a thousand creators a month could talk about Hyland’s without saying anything the brand couldn’t stand behind.
Approved claims
Creative briefs and angle sheets written from the brand’s approved product claims, so creators started from language that was already cleared.
Content review
Creator content checked against brand and platform guidelines before it was amplified with paid support.
Brand guidelines
Clear rules on tone, product use and positioning, so a century of trust held up across thousands of creator videos.
Creator scale, without the claim risk.
Let’s talk about reaching your next generation of buyers, safely.
book your growth call
going viral
Commerce Social turned Hyland’s into a brand people found in their feed. Skincare, wellness, parenting and lifestyle creators put real products into real routines, and a younger audience that had never shopped the brand started buying it.
A new demographic
Younger shoppers and new parents discovered Hyland’s through creators they already trust, opening an audience the brand’s traditional channels had not reached.
A viral hero
PRID® Drawing Salve became the salve that won TikTok. Problem and solution hooks spread across thousands of creator videos, and the best performers were amplified with paid support to push them further.
Content at volume
More than 1,000 affiliates activated every month kept new videos landing every day, so the brand stayed in the feed long after each viral moment.
The shoppers discovering brands on TikTok today become the loyal customers of the next decade.
beyond tiktok
For Hyland’s, TikTok Shop did more than sell. It became the only marketing channel driving exposure for the brand, and the demand it created showed up everywhere Hyland’s is sold.
TikTok Shop creates the demand. Every channel captures it.
TikTok Shop was the only marketing channel driving exposure for Hyland’s.
Amazon
Exposure from TikTok carried onto Amazon, lifting the brand where customers already buy everyday wellness products.
Retail
Exposure from TikTok carried into stores, with shoppers finding Hyland’s on the shelf at Target, Walmart, CVS and more.
A new best seller
The product that broke through on TikTok Shop became a best seller across every platform the brand sells on.
One channel created the demand. Every channel captured it. Without it, Amazon and retail only capture shoppers who already know you.
tiktok campaigns
Commerce Social put Hyland’s into TikTok Shop’s platform campaigns throughout 2025, from Jumpstart and Mother’s Day to Back to School, Black Friday and Cyber Monday, and Holiday Haul, with campaign pricing and creator pushes planned for each one.
Campaign slots, pricing and creator pushes are planned weeks ahead. Brands that start late sit out the biggest sales windows of the year.
Creator videos by TikTok Shop campaign
Source: TikTok Shop campaign reporting, 2025. Top five of ten campaigns by creator videos.
creator content
Six creators. Over $340K in GMV. None of them were on Hyland’s radar a year earlier.
@holisticnursebri · $115.1k GMV
@syl.beauty1 · $91.1k GMV
@let.me.try.it.mom · $50.2k GMV
@aroseslimes · $30.4k GMV
@reviewwithcam · $29.3k GMV
@dealdazzleco · $27.3k GMV
measurement
Hyland’s growth ran on a reporting rhythm the brand could see, so budget moved to what was proven, not what was planned.
Track
GMV and return on ad spend reported on a steady cadence across every hero product.
Decide
Paid amplification went only behind top performing creator content.
Reweight
Spend between the hero and new SKUs was reviewed quarterly, moving budget to new winners as they emerged.
Prove
$1M+ in sales in year one, 8.5x return on ad spend, and 70% month over month growth.
results
In its first year on TikTok Shop, Hyland’s passed $1M in sales at 8.5x return on ad spend, with 70% month over month growth as the affiliate program compounded and more than 1,000 affiliates activated every month.
The impact reached well beyond TikTok. TikTok Shop was the only marketing channel driving exposure for Hyland’s, and the demand it created carried onto Amazon and into retail at Target, Walmart, CVS and more. TikTok Shop gave a century old brand a new generation of buyers and a new best selling product.
TikTok Shop did not just sell the product. It created a new best seller across every platform the brand is on.
Let’s introduce your brand to its next generation of buyers. We run TikTok Shop, affiliates and paid amplification as one engine, built to put your brand in front of buyers who have never seen it.
book your growth call
