Case Study: Fashion Brand Achieves 3x GMV Growth in 60 Days with MAS

From a brand-new TikTok Shop account to top seller in the Fashion category — the story behind a KOC + TAP campaign that delivered 620M VND in Month 2.

The Challenge

Fashion Brand X is a women's fashion label that launched on TikTok Shop in Q3 2024. After 3 months of independent operation, monthly GMV had plateaued at 200M VND — despite a quality product and active posting schedule. The brand lacked social proof, awareness, and the creator distribution needed to break through in a crowded category.

The Strategy

masalliance proposed a combined KOC Booking + TAP Affiliate approach with a 60-day runway:

Week 1–2: 15 KOC Bookings across micro (50K–200K) and mid-tier (200K–500K) creators in the fashion vertical. Focus on authentic try-on content, not scripted ads.
Week 3–4: TAP Affiliate launch using top-performing KOC content as reference material. Commission set at 12% to attract quality affiliates.
Week 5–8: Spark Ads on the 3 best-performing KOC videos. TAP network expanded to 180+ creators.

The Results

Month 2 GMV: 620M VND (+210% vs. plateau month)
New TikTok followers: 45,000 (+280%)
Best video views: 2.3M organic reach
Orders from KOC campaigns: 8,500

Key Insight

The breakthrough came when MAS identified 3 micro-KOCs (under 100K followers) whose content dramatically outperformed larger creators — their authentic storytelling and tight-knit audience relationship drove 4x higher conversion than mid-tier creators. The TAP amplification of these videos created a compounding effect.