Trtl saw TikTok as a key opportunity to expand brand visibility, build a deeper emotional connection with consumers, and turn cultural relevance into scalable revenue. Inspired by the success of TikTok-native brands like Stanley and Beis and working with Nonsensical as their TikTok agency to elevate their TikTok account, Trtl’s goal has been to grow awareness on the platform and convert it into long-term customer acquisition.
Our Approach
Trtl worked with Nonsensical and launched and scaled affiliate growth by building an affiliate model from scratch to onboard creators in the TravelTok space, establishing trust, visibility, and sales. We’ve since scaled affiliate outreach from 250 a month to 2,000+ a day, moving beyond TravelTok into untapped niches like FestivalTok, GamerTok, and CommutingTok, based on the insight that everyone travels and comfort is universally relevant. This has now become a high-impact affiliate network responsible for 60% of GMV. We also transformed Trtl’s paid media strategy with a content-to-conversion funnel that uses top-performing affiliate videos as dark ads to increase GMV and ROI.
Strategically positioned Trtl beyond its niche by using search volume and viewership data to justify expansion into new categories with low content clutter but high audience overlap, driving new GMV without diluting the brand’s premium position. A long-term creative organic strategy was also built to support brand-building, starting as an ‘airport announcements’ series and now evolving into a bold, ownable puppet-led content series that launched in June to increase retention and recognition.
The Results
A full-funnel TikTok success story that proves the power of combining creator-led performance with strategic brand-building. A high-performing affiliate program on TikTok Shop now drives 60% of GMV. Paid performance and organic awareness continue to scale, while Trtl evolves from a niche product to a lifestyle travel brand with cultural relevance and staying power.
📈 GMV: £136k (from Aug 2024 – May 2025)
🎥 Organic views: 1.3m
❤️ AOV: increased 71% YOY