Background
As the No.1 maternal brand with ~96% market share, Anmum aimed to reinforce top‑of‑mind leadership among modern mothers while unlocking incremental growth on TikTok—driving TikTok Shop GMV and accelerating new product adoption.
Key strategy
Anmum activated TikTok as a full‑funnel commerce platform, leveraging trusted creators, experts, and celebrities to convert existing brand equity into engagement and sales. The strategy was amplified through paid ads, LIVE streaming, and affiliate networks to scale impact efficiently.
Content, affiliates & media
- The campaign delivered strong incremental GMV growth, expanded the creator network on TikTok Shop, strengthened Anmum’s brand perception, and secured a leading market share in the maternity supplement category on TikTok. - The NPD launches quickly became top selling product on TikTok Shop within just a few months of activation.
