MORE NUTRITION

About the project

More Nutrition is the benchmark for sugar-free & protein-rich nutrition. But while the brand dominated Instagram and YouTube, TikTok Shop was still "uncharted territory" in March 2025.

The Challenge

Master a new platform logic that goes beyond classic influencer marketing.

The Starting Point

Skepticism despite market power

In March 2025, More Nutrition wanted to use the launch of TikTok Shop in Germany to unlock new audiences — beyond the existing fitness-influencer bubble. Until then, TikTok promised plenty of reach, but the goal was clear: more performance, new customers, and revenue. TikTok needed to become a measurable channel. TikTok Shop was completely new terrain for More. The shop logic was unfamiliar, the performance lever impossible to calculate. Naturally there was skepticism: Is the effort worth it? Do the products work in this environment? Will the shop even get used? At that point, many brands had already given up before ever using the platform. Despite massive brand awareness, More Nutrition faced the classic hurdles of social commerce:

1. Platform risk
   • Does TikTok Shop's performance logic work for premium supplements?
2. New-customer focus
   • Can you unlock an audience that lives outside the existing "fitness bubble"?
3. Operational complexity
   • Who manages thousands of affiliates and safeguards content quality?

The "Black Swan"

When the system works

It went brilliantly — we scaled the shop from zero to six figures within 2 months. Things were looking great for More Nutrition. The Protein Iced Coffee was, at times, the #1 top-performing product on TikTok Shop. But: In August 2025, the unforeseeable happened: a technical relaunch of the online shop forced the TikTok Shop offline. Every product link on TikTok Shop was wiped. Over 4,000 active affiliates lost their affiliate links overnight. Many in the market believed More's success had merely been a free ride on the brand hype. Without the usual traction, the project was at risk of dying.

The Strategy in Three Phases

We proved that success on TikTok isn't luck — it's a scalable system. While the brand ran on the back burner for two months, we rebuilt the strategy from scratch:

1. Massive creator reactivation
   • Targeted sourcing of creators who fit the brand DNA — instead of indiscriminately activating creators and hoping for videos & sales.
2. Total content control
   • Briefings that set psychological triggers and feed the algorithm, instead of just producing "pretty videos."
3. Algorithmic consistency
   • Building a constant content flow that transforms organic reach into measurable sales.

Goals Achieved & Learnings

Numbers that speak for themselves

The post-relaunch success came faster and more efficiently than the first time around — the ultimate proof that our processes hold up.

TOTAL REVENUE Seven-figure net revenue in 2025

SPEED-TO-SCALE From zero to six figures in 4 months (vs. 2 months at the original launch)

GROWTH Sustainable new-customer acquisition outside the core bubble

EXPANSION Roll-out for the UK market prepped for March 2026

Why ADBAKER?

We don't deliver "quick wins" — we deliver long-term growth across all social channels.

1. Holistic integration
   • We complement existing channels instead of cannibalizing them.
2. Curated creator pool
   • We have direct access to high-performing TikTok creators.
3. Data-driven scaling
   • We optimize based on hard facts, not trends or gut feelings.

The brand now wants to hit the ground running with us in the UK market too: the project kicks off in March 2026, extending exactly this effect internationally — and proving it all over again.

The Takeaway

Success on TikTok Shop is not the lucky accident of one viral video. It's the result of constant activation and algorithmic repetition. This case with More Nutrition proved it: master the system, and you're crisis-proof.