Scaling a DTC E-Commerce brand across TikTok Shop, Meta & Amazon

Cryptic Killers

The Results:

£1m+ Revenue

generated via all marketing activity

62%

reduction in TikTok Shop CPA

24x ROAS

on TikTok Shop Ads

£500K+

generated on TikTok Shop

50% Increase

in Amazon orders

£500K+

generated on TikTok Shop

62%

reduction in TikTok Shop CPA

The Brief.

Cryptic Killers, a fast-growing direct-to-consumer murder mystery game brand, approached Shaka Social with a clear objective: scale revenue quickly, but without sacrificing profitability.

The brand had strong product-market fit and an engaged audience. What they needed was a performance-driven, multi-channel strategy capable of unlocking growth across TikTok Shop, Meta, and Amazon simultaneously.

This wasn’t about running isolated campaigns. It required a coordinated e-commerce growth strategy across paid media, platform optimisation, and creative.

The commercial goal was simple:
Increase orders. Reduce acquisition costs. Drive meaningful revenue growth.

A person with reddish hair reaching out over a table decorated with video game cards and a skull-shaped candle holder with a black top hat decorated with red roses and green leaves. A flickering candle is visible in the background.
A wooden table with a lit pink candle, scattered popcorn, colorful candies, and various vintage-style papers and photographs, including a murder mystery case file and police tape labeled 'Evidence.'

Services

The Strategy:

Multi-Channel Performance built around platform strengths

After a competitive pitch process, Shaka Social was appointed to develop a comprehensive growth strategy across TikTok Shop, Meta, and Amazon for multiple products.

Rather than duplicating the same approach across platforms, we leaned into the strengths of each ecosystem.

On TikTok Shop, the focus was on native creative, creator-led content, and live selling dynamics. On Meta, we structured campaigns around scalable acquisition and retargeting frameworks. On Amazon, we optimised listings and supported conversion with paid traffic and platform alignment.

The strategy integrated:

  • High-performing short-form creative built for TikTok behaviour

  • Influencer and creator partnerships to drive trust and authenticity

  • Structured paid social funnels across Meta

  • Amazon demand capture aligned with external traffic

  • Real-time optimisation to improve CPA and scale revenue efficiently

Every decision was performance-led. Creative was tested against data, and spend was scaled based on margin and return.

Want the same results?
Group of six friends playing a tabletop game at a wooden table, with candles and game cards, in a cozy, dimly lit room.
Person holding a playing card titled 'Killer' with an illustration of a skeleton wearing a top hat decorated with red roses, sitting at a wooden table near a lit beige candle.
A tabletop with a horror-themed game called 'The Deceivers', featuring a house on the cover with haunted trees. There is a deck of cards and a skull with a black hat decorated with a pink rose and green leaves. In the background, three people are sitting at the table, talking and smiling in a cozy, dimly lit room with lit candles.
A person with light brown hair plays a card game on a rustic wooden table, leaning over and reaching to move a skull-shaped game piece topped with a black hat decorated with red roses and green leaves. A lit candle is in the background, creating a moody atmosphere.

Execution:

Creative x Performance at scale

The execution combined content velocity with disciplined paid social management.

We developed platform-native short-form creative designed specifically for TikTok Shop conversion. Rather than polished ads, we leaned into authentic, fast-paced, native content that felt organic to the platform.

Simultaneously, Meta campaigns were restructured to focus on scalable audience segments and creative testing frameworks. This allowed us to systematically reduce inefficiencies and improve conversion rates.

Amazon activity was aligned with paid social traffic to ensure momentum translated into marketplace sales.

This was not just a one-channel spike. It was coordinated growth.

The Results:

Scalable, Profitable Revenue Growth

The impact was both immediate and sustainable:

  • 50% increase in Amazon orders

  • 62% reduction in TikTok Shop CPA

  • 24x ROAS on TikTok Shop Ads

  • £500,000+ generated on TikTok Shop

  • £1M+ generated across all marketing activity

Most importantly, this wasn’t growth driven by reckless spend. Acquisition costs reduced while revenue scaled, improving margin and long-term viability.

Cryptic Killers didn’t just see more traffic. They saw structured, scalable e-commerce growth.

Watch the Amazon advert we created for Cryptic Killers new murder mystery game, The Deceivers.

“Shaka Social have helped us grow our brand and help strategise new marketing activities that we never considered in the past.”

Andy Hobbs

Director | Cryptic Killers

Why this matters for e-commerce brands

If you run an e-commerce brand, you’ll know this feeling.

You’re spending money across TikTok, Meta, maybe Amazon… but it doesn’t feel connected. One channel spikes, another drops. CPA creeps up. Creative burns out. You’re constantly firefighting.

That’s where Cryptic Killers were heading before we tightened the structure.

This project wasn’t about “doing more ads.” It was about building a proper system.

  • Creative that’s made for the platform.

  • Paid media that scales when the numbers make sense.

  • Channels that support each other instead of competing for credit.

A lot of e-commerce brands chase spikes.

What Cryptic Killers needed, and what we built, was a structure that could scale without constantly resetting.

This project shows what happens when creative, platform understanding and commercial discipline sit under the same roof.

Get started

Looking for an Ecommerce Paid Social Agency?

If you’re scaling a DTC brand and want paid social to drive predictable revenue growth across TikTok Shop, Meta or Amazon, Shaka Social can help.

Get in touch