Jason Dodo, CEO of Dodo Chocolates and FHI Heat, breaks down how a great product plus creator distribution turned TikTok Shop into a growth engine that drives both direct sales and cross-channel lift. He shares the early Underbrush story, including how the first viral customer video unlocked momentum after tough early Live sessions, and why TikTok’s “testimonial at scale” is the modern version of what infomercials used to do.

You will hear the practical playbook Jason uses across brands: seed creators aggressively, watch for signal, then lean in with paid to extend winners. He explains how Live becomes the fastest way to educate and launch when affiliates have not picked up a product yet, why campaigns work best when paired with new product drops and tentpole moments, and how GMV Max helps automate creative selection once you have volume. He also shares performance benchmarks, including 2x to 3x ROAS on paid for mature products and 10x ROAS on Dodo Chocolates when strong organic demand supports amplification.

What You’ll Learn in This Episode:

• How creator driven social proof turned early momentum into scale

• Why Live is a consistent lever for launches, education, and real-time customer feedback

• How to use paid to amplify winning organic creatives and extend their lifespan

• When to use TikTok Shop campaigns, especially for tentpole events and new product launches

• How TikTok exposure drives cross-channel lift, including ecommerce and retail expansion

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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.