Background
COSRX entered TikTok Shop Thailand with strong brand equity but struggled to scale GMV consistently. Affiliate content was fragmented, live commerce was underutilized, and growth plateaued without a structured creator ecosystem.
Key strategy
Ripples built a full-funnel affiliate engine anchored by the 5PDRN creator program — recruiting creators at scale through TikTok Beauty Fest and driving content output via a competitive affiliate challenge with premium prizes. Live commerce was layered alongside to maximize GMV coverage across all funnel stages.
Content, affiliates & media
COSRX achieved 141% YoY GMV growth and ranked Top 8 product for Shop in a single campaign. Affiliates became the primary growth driver, contributing over half of total brand GMV — with both video and live channels each growing over 3x within the quarter.
