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PHOPHAY

Scaling a viral TikTok product through creator-led strategy

PROBLEM

Phofay’s hair removal mousse was already gaining traction, but lacked a structured creator strategy to fully capitalise on TikTok Shop growth.

The challenge was to increase product visibility, drive consistent content output, and scale sales through creators while standing out in a highly competitive beauty category.

Content for Phofay

SOLUTION

Using a creator-first and performance-driven approach, I focused on identifying what content was converting and scaling it through influencer partnerships and TikTok-native formats.

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This included:

  • Analysing top-performing TikTok content and hooks

  • Identifying winning creatives and replicating formats

  • Supporting creator sourcing and outreach

  • Focusing on UGC-style content that demonstrated product results

  • Aligning content with TikTok Shop conversion behaviour

  • Leveraging video-first strategy to drive product discovery

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The focus was on creating content that felt native, relatable and results-driven — turning views into conversions.

$852K

GMV THROUGH TIKTOK SHOP

23K

PRODUCTS SOLD

650

INFLUENCER VIDEOS

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