MaryRuth’s has turned TikTok Shop into its fastest-growing sales channel ever by combining 24/7 LIVE streaming, large-scale creator seeding, and automated ad solutions like GMV Max. Chief Revenue Officer Jay Hunter shares how TikTok has become the brand’s number one awareness driver, fueling cross-channel lift across Amazon, retail, and DTC. By investing heavily in creator partnerships and letting the algorithm optimize ad spend, MaryRuth’s has built a sustainable growth engine powered by both authenticity and performance.

Jay breaks down how his team built a constant content pipeline by sending out thousands of products weekly to creators, generating a steady flow of authentic reviews, unboxings, and testimonials. This strategy, combined with around-the-clock LIVE streaming and smart ad amplification, has made TikTok central to the company’s record-breaking year. Today, roughly 90% of MaryRuth’s TikTok sales are ad-influenced, proving that community, creators, and intelligent automation can work together to scale a wellness brand faster than ever before.

What You’ll Learn in This Episode:

• How MaryRuth’s made TikTok Shop its fastest-growing channel in company history

• The 24/7 LIVE streaming strategy that builds constant community engagement and sales

• How 90% of TikTok sales are ad-influenced through GMV Max

• How product seeding thousands of units weekly fuels affordable, authentic creator content

• The feedback loop that turned creator insights into top-selling SKUs and new product innovations

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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.