Case 03 · TikTok LIVE · Creator activation
Turning creator competition into a growth and monetisation engine.
A gamified partner programme that used creator battles, leaderboards and incentives to change participation and gifting behaviour.
Context
The challenge was not awareness. It was changing behaviour.
Gifting and competitive LIVE behaviour were less established in the UK than in some mature markets. A standard campaign could create short-term noise, but it would not necessarily create urgency, audience movement or stronger partner participation.
What I did
I turned cross-border battle tests into a repeatable competition format.
I developed the Agency All-Star format around clear competitive stakes for creators and agencies. The programme combined cross-market matching, scheduled battles, leaderboards, partner communication and incentives, giving both creators and agencies a reason to prepare, participate and bring their audiences into the moment.
Operating loop
Build cross-market agency pairings and scheduled battle timetables based on market readiness.
Activate partner agencies with programme mechanics, incentive structure and creator onboarding paths.
Drive creator preparation through partner coaching, audience call-to-action planning and content rehearsal.
Run scheduled creator battles with real-time leaderboard updates and audience gifting competition.
Close each cycle with incentives, performance review and repeat qualification for the next season.
Outcome
The format connected participation with measurable commercial value.
The Agency All-Star series generated more than $1.1M in revenue, achieved 15.08 ROI and reached 95% partner opt-in. It also became a repeatable model for cross-market creator activation.