Labor Day TikTok Shop Campaign: 160+ creators activated in 72 hours, generating 481K+ views and contributing to $344K revenue
Ayurvedic-rooted serums and treatments — bakuchiol, vitamin C, and adaptogens for day-to-night radiance
Champi scalp rituals and wild-harvested botanical oils for strength, shine, and root-to-tip nourishment
72 hours. 160+ creators. Real revenue.
She is 18–35, South Asian, part of the diaspora in the US. She grew up with Ayurvedic rituals — champi, turmeric, amla — but has never seen them treated as beautiful by a mainstream beauty brand. She's not looking to be educated about Ayurveda. She already lives it. She wants recognition, not an introduction.
She's on TikTok. She discovers through creators who look like her, talk like her, reference the same rituals. When she sees her own lived experience reflected back — she stops scrolling. Authenticity isn't a nice-to-have for her. It's the only thing that converts.
Indē Wild is a Unilever Ventures-backed Ayurvedic beauty brand bridging cultural heritage with modern clean beauty.
Market Context:
My Role: U.S. Growth Lead (Summer 2025) - Led monetization, GTM strategy, and TikTok Shop creator commerce campaigns ahead of retail expansion.
Where Indē Wild sits in the beauty landscape
With only 3 days until Labor Day sale (Aug 30-31), design and execute a creator-led commerce campaign to drive TikTok Shop revenue and build brand awareness ahead of Sephora launch (Feb 2026).
The constraints were real: a crowded beauty space, scrappy budget, tight timelines, and no existing TikTok presence to lean on. There was no playbook. The only growth lever available was authenticity — building a community that genuinely wanted to talk about this brand.
All creators needed to already have Indē Wild products. We had seeded 160+ creators after going viral on TikTok on August 3rd—so that's who we activated for the campaign.
This viral-to-seeding strategy enabled rapid execution:
Outreach: TikTok video post explaining challenge mechanics, incentives, and creative opportunities
Incentive: $10-50 gift cards based on view tiers
Approach: Top 3 most creative ads get featured on PR list
Goal: Generate authentic UGC at scale, fast
Result: 31,837 views from community creators
Outreach: Personalized email and direct messages highlighting commission structure and Spark Ads support
Incentive: 10% TikTok Shop commission + Spark Ads boost
Approach: Shoppable content with direct attribution
Goal: Drive immediate conversions during sale window
Result: 450,052 views from macro influencers
TikTok video explaining the Labor Day challenge to our creator community
Most creative ads from our community creators, featured on PR list
45 sale posts from 160 pre-seeded creators within 72-hour window
28% Activation Rate
Nearly 2x industry standard for rapid campaigns
Comprehensive campaign summary: execution, reach, and business results
Real-time data from Indē Wild Shopify Analytics (Jul 1 - Sep 10, 2025)
The Labor Day campaign (Aug 30-31) created a clear revenue spike visible in the "Total sales over time" graph, with sustained momentum carrying into early September.
→ Result: $344,729.80 total sales (+30% YoY)
TikTok Shop drove significant sales ($676.65 shown in breakdown), complementing online store performance and demonstrating effective creator commerce strategy.
→ Result: Diversified revenue streams established
Campaign contributed to strong Q3 performance across key metrics: $344,729.80 total sales (+30% YoY)
Gift card tiers ($10-50) for community + 10% commission for influencers optimized CAC while scaling reach
Staggered creator posts across weekend captured different shopping behaviors vs. single-day blast
Analytics tracking, content guidelines, and incentive clarity enabled 72-hour execution
4+ organic tags/day post-campaign shows creator relationships drive long-term value