MaryRuth's is a widely loved wellness brand with a strong ecommerce presence. The team wanted to significantly increase visibility on TikTok Shop and convert that reach into revenue.
They needed a way to mobilize a large creator network, amplify brand messaging, and drive measurable GMV growth through authentic content at scale. Euka Contests let the team leverage their existing creator community, expand it with new creators, and run multiple contests through a single platform.
MaryRuth's needed exponential reach. Visibility on TikTok Shop required hundreds of creators posting across every niche of the platform. The brand needed a strategy that encouraged mass participation, rewarded reach, and reactivated dormant creators who had previously stopped posting.
MaryRuth's selected Euka because the platform gave them the flexibility and speed needed to scale their TikTok Shop creator engine. Euka made it easy to launch CPM-based contests in minutes and reward creators for every 1,000 views, creating instant posting momentum. Automated outreach and onboarding removed hours of manual coordination, while incentive management tools kept their programs structured and performance-driven. The CRM helped re-engage inactive creators and maintain consistent posting activity across the roster, and comprehensive analytics provided clear visibility into video output, GMV lift, and creator-level impact.
MaryRuth's built its creator engine around a CPM-style contest launched directly through Euka. Creators earned $4 for every 1,000 video views, creating a clear and immediate performance incentive. Participants were given up to 35% off campaign products to encourage sampling and authentic content creation, and traffic boosts were layered in to reward consistent posting. Euka's platform handled the entire operational workflow — onboarding, tracking, payouts, and reminder sequences — letting the team focus on scale rather than manual coordination.
Creator participation surged as MaryRuth's combined automated outreach with strong incentive rewards. 676 creators joined the campaign, producing more than 7,500 videos across a wide range of niches, with several top creators individually surpassing 1.8 million views and $60K+ in GMV. The brand also revived its dormant creator community — 136 previously inactive creators returned, driving a 77.8% increase in posting activity and a 657% rise in total video views.
MaryRuth's saw rapid and measurable growth after launching its CPM contest through Euka. The campaign generated more than 17 million total views and over 7,500 videos from 676 activated creators. Top creator performance was exceptional, with individual creators surpassing $60K+ in GMV — demonstrating the scalability and reach of the program.
Euka let MaryRuth's launch and scale the contest with exceptional operational efficiency. The team deployed the entire campaign quickly using Euka's built-in workflows, while automated onboarding and reward calculations removed nearly all manual labor. A simple, transparent incentive structure kept creators participating consistently, ensuring steady momentum throughout the campaign.
MaryRuth's saw a clear revenue uplift from the CPM contest. GMV increased 39% during the contest period, driven by a strong correlation between creator reach and sales volume. Reactivated creators delivered meaningful long-term value as well — showing stronger lifetime engagement and sustained posting even after the contest ended.
A CPM contest paid creators $4 for every 1,000 views, creating an immediate, transparent performance incentive.
Up to 35% off campaign products encouraged creators to sample and produce authentic content.
Traffic boosts rewarded consistent posting and kept campaign momentum building week over week.
Automated CRM messaging brought dormant creators back into the funnel and restarted their posting.
Large-scale creator mobilization expanded brand visibility across countless niches, driving reach and GMV.
MaryRuth's proved that scalable reach drives measurable revenue. By activating 676 creators and rewarding performance through a simple CPM structure, the brand generated more than 17 million views and a significant lift in GMV — while reviving a dormant creator community and showing that the right incentives can bring creators back to life.
See how Euka helps brands like MaryRuth's turn creator contests into a repeatable GMV engine.