/ stanley 1913
services
strategy
shop operations
affiliate recruitment
vip creators
gmv max content
launches
engagement
Managed service, embedded with Stanley’s brand, tech and customer service teams · United States
partner status
Dual badged TikTok Platinum Marketing Partner
links
overview
Commerce Social leads TikTok Shop strategy, shop operations, affiliate recruitment and a VIP creator program for an American icon, turning seasonal drops into the account’s biggest sales days while keeping every piece of creator content inside Stanley’s brand and legal standards.
outcomes
creator GMV growth in the first full month under management
GMV in the first full month, the strongest in the shop’s history
GMV in a single launch weekend, on organic creator content
GMV Max return on ad spend, fed by creator content Commerce Social sourced
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$850K in GMV in the first full month,
the strongest month the brand had seen on TikTok Shop.
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The Fall collection launch produced six figure GMV in a single weekend,
the account’s highest revenue days, on organic creator content with no new paid creative.
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Built to enterprise standards:
every creator video screened against Stanley’s legal content rules before it was amplified, with weekly reporting sourced straight from Seller Center.
about stanley 1913
Stanley 1913 is an American icon in drinkware and outdoor gear, with a deep catalog, a packed seasonal drop calendar, and brand content standards stricter than the platform’s own.
challenge
A deep catalog, a strict legal review, and a seasonal calendar that never stops. The goal was to scale creator volume fast while every video stayed on brand and the best sellers stayed ready to ship.
Commerce Social started with a full assessment of the shop: where GMV was concentrated by SKU, stock depth by color and size, catalog sync between Shopify and TikTok Shop, and which best sellers needed more creator content behind them. The opportunity was clear. A brand with category leading demand was ready for a creator program run as a system.
Brand safety
Every creator video reviewed against Stanley’s legal content rules before it was amplified in GMV Max.
Catalog
The top three SKUs drove 63% of GMV. They stayed live and in stock all year, with a themed set layered on every season.
Stock
Inventory tracked daily by color and size, so creators were always promoting variants ready to ship.
Catalog health
Shopify and TikTok Shop kept aligned at the SKU level ahead of every seasonal launch.
solution
Commerce Social built the program in three phases, so the shop was ready before creators arrived and creators were producing before the seasonal pushes began.
01
Days 1 to 30 · Foundation
A shop ready to scale.
A full shop and catalog audit, hero SKU prioritization, a promotion calendar for every named moment, and ongoing shop health and SPS monitoring. A daily stock watch by color and size across the top 20 SKUs kept sampling focused on in stock variants, so creator content never lost momentum.
02
Days 31 to 60 · Activation
Creators at volume.
Targeted and open collaboration outreach across priority products, daily sample approvals at volume, a private top 20 VIP creator community, and onboarding of the number one affiliate in the category.
03
Days 61 to 90 · Scale
Seasonal pushes.
Commission strategy and creator incentives, daily creator content review to feed GMV Max, organic winners turned into GMV Max campaigns, and themed pushes for Back to School, Labor Day, Halloween and Fall.
strategy
Commerce Social set the go-to-market strategy for Stanley’s second half, balancing evergreen sales with seasonal moments to set the brand up to beat its holiday goals on TikTok Shop. The plan ran on clear levers the whole team could act on.
SKU strategy
Protect the winners all year and build a themed set for every season, so every named moment had fresh product without losing the best sellers.
Affiliate strategy
Put incentives behind the creators already proven to sell, while keeping the wider organic creator pool working at no media cost.
Promotions
One steady evergreen rate all year, with a small extra discount layered on for named moments, protecting price perception while still giving creators a reason to push.
GMV Max
Recommendations on campaign timing, rebuilds and product selection, fed by the best organic creator content. Stanley now looks to Commerce Social for this guidance.
creator network
Commerce Social ran targeted and open collaboration outreach across a priority list of products, approving samples daily at volume so the right creators had product in hand fast. Recruitment kept compounding week over week.
Outreach and sample approvals followed a priority product list, lined up with available stock, so every sample went where it could drive the most GMV. Mid tier creators were a deliberate focus: they make up 44% of the creator base and drive 54% of GMV. Commerce Social also onboarded the number one affiliate in the category.
Selection
Creators were drawn from Commerce Social’s vetted creator network and TikTok’s affiliate marketplace, and chosen on sales history in the category, posting consistency, audience fit and content quality against Stanley’s standards.
Targeted first
More than 90% of samples went out through targeted collaborations to hand picked creators, with open collaboration kept on for reach across the wider creator pool.
Compensation
A tiered commission model: a steady open rate, higher targeted rates on priority products, and added commission for the VIP group.
Retention
The best creators were kept close through the VIP program, with first access to drops, weekly standings and one to one content support.
vip creators
The top 20 Stanley creators were brought into a private VIP community, run by Commerce Social as their direct line to the brand, with one to one support for the creators who sell the most. Every VIP creator had a dedicated point of contact for product questions, content ideas and campaign details.
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Added commission
on top of the standard open rate.
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First access
to new drops, new campaigns and priority samples before anyone else.
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A say in what gets pushed next.
Creators voted on which products their audiences wanted, and the most requested products got more support.
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Hands on content help,
with winning hooks shared across the group, weekly standings, and one to one help whenever a creator was stuck on ideas.
The result was a core group of creators who posted consistently, knew every launch before it went live, and kept Stanley at the center of their content through every seasonal push.
launches
Commerce Social treated each seasonal moment as a coordinated launch, so Stanley was ready to meet the moment every time, with product in creators’ hands before day one and content landing in a concentrated window once the drop went live.
The seasonal launch calendar
Each moment ran as a coordinated launch: seeding first, then a creator blitz on launch day.
Offline seeding
Priority and VIP creators received product directly, outside the standard sample flow, so the first wave of content was filmed and ready before launch. For the Halloween collection, Stanley was an early user of TikTok’s Schedule Publish and offline sampling flow, so creators sampled products before they were visible to shoppers.
Blitz launches
Creator pushes timed to each launch window, with commission boosts, sample approvals and GMV Max support all landing together. The Fall collection blitz produced six figure GMV in a single weekend.
Launch planning
A shared launch intake for every key moment set push windows, bundles and ready-to-build dates with Stanley’s team, so every SKU was live and stocked on day one.
Exclusive launches and partnerships
Commerce Social planned TikTok Shop exclusive drops and co-branded collaborations built around Stanley’s proven best sellers, using limited editions and bundles to turn launch hype into sales.
operations
At enterprise volume, TikTok Shop has to run as part of the wider business. Commerce Social kept the shop connected to Stanley’s catalog systems and to every team that touches it.
Catalog integration
Shopify and TikTok Shop kept aligned at the SKU, variant and UPC level, with integration options assessed for Stanley’s order volume so the catalog could scale without friction.
Stakeholder coordination
Commerce Social worked across Stanley’s organization: weekly meetings with the brand team, technical and catalog sessions with Stanley’s tech team, shop health planning with customer service, and in person strategy time.
TikTok relationship
Direct work with Stanley’s TikTok partner manager on campaign registrations, pricing exemptions and Smart Promotions, backed by Commerce Social’s status as a dual badged Platinum Marketing Partner.
Assortment and pricing
A launch intake for every key moment set the SKU list, bundles and promotional pricing with Stanley’s team, keeping TikTok Shop pricing consistent with the brand’s wider channels.
measurement
Every stakeholder worked from the same numbers. Reporting was built so GMV targets translated directly into the creator and content volume needed to hit them.
KPIs
GMV against weekly and monthly targets, creator GMV, GMV per live video, content activation rate, GMV Max return on ad spend and days of stock cover on the top sellers.
Planning model
Required video volume was back solved from the GMV target using trailing GMV per video over an 8 to 12 week window, and sampling volume from the content activation rate.
Reporting cadence
A weekly business review every Monday by noon PT, a daily stock watch on the top 20 variants with early stock out flags, and an affiliate priority tracker updated daily.
Data access
Stanley kept full ownership of its Seller Center, data and creator content. Every figure in reporting traced back to Seller Center, in shared workbooks the brand team could open at any time.
governance
A brand of Stanley’s scale needs speed without losing control. Commerce Social ran the program inside clear approvals, access rules and escalation paths.
Brand and legal review
Every creator video was checked against Stanley’s legal content rules and TikTok’s commercial content disclosure requirements before it went into GMV Max.
Decision rights
Stanley approved assortment, pricing and promotions through the launch intake. Commerce Social recommended, executed and reported back.
Access and security
Commerce Social worked through a dedicated Seller Center sub account with role based permissions, rather than shared logins.
Dedicated team
A senior account lead, creator and affiliate managers, shop operations and content review, with founder level oversight and a direct escalation path to TikTok.
Enterprise controls, without slowing down.
See how this would run inside your brand’s approvals and legal review.
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creator content
A selection of the top performing creator videos behind Stanley 1913’s growth on TikTok Shop.
@ivonne.rojas25 · $98.3k GMV
@jh.creates · $93.2k GMV
@jenuinefinds · $91.2k GMV
@jenuinefinds · $54.5k GMV
@jellystash · $53.6k GMV
@desireebaca_ · $43.9k GMV
results
Just one month in, Stanley 1913 was $850K in monthly GMV, the strongest month the brand had seen on TikTok Shop. Creator GMV grew 177%.
Creator GMV, indexed
Creator GMV indexed to the month before Commerce Social took over (100). Source: TikTok Shop Seller Center.
The Fall collection launch then produced six figure GMV in a single launch weekend, the account’s highest revenue days, and a single launch drew more than 7,000 creator sample requests. Paid amplification stayed efficient throughout: GMV Max campaigns fed with creator content Commerce Social sourced and reviewed held above 3.5x return on ad spend through August.
Where the GMV came from
Growth came from across the creator network. Looked at by video, the top 14% of videos drove 51% of GMV. Looked at by creator tier, mid tier creators (L2 to L4) delivered 54%, so the program did not depend on a handful of names. At the same time, the top three SKUs carried 63% of GMV, and a daily stock watch kept those winners available for every creator push.
Share of TikTok Shop GMV
Each bar is a separate view of total GMV, by SKU, by creator tier and by video, so the figures overlap. Source: TikTok Shop Seller Center.
The account’s biggest sales days came from organic creator content, with no new paid creative behind them.
Stanley went from first audit to its strongest month on TikTok Shop in 30 days. Let’s talk about what your first 90 days could look like.
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