MaryRuth’s Contest Case Study

Scaling brand reach and GMV with a CPM contest that activated six hundred seventy six creators

Overview

Brand name
MaryRuth’s

Industry
Health and wellness

Primary product category
Supplements

Euka AI features used
• Creator discovery
• Automated creator activation
• Contest creation and management
• Performance based reward system
• CRM and reactivation
• Content and traffic analytics

Brand snapshot
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 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 empowered the team to leverage their existing creator community, expand it with new creators, and run multiple contests through a single platform.

‍The Challenge‍

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.

Why MaryRuth’s Chose Euka

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. Comprehensive analytics provided clear visibility into video output, GMV lift, and creator-level impact, enabling data-driven decisions across their entire affiliate program.

Strategy and Setup

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. Traffic boosts were layered in to reward consistent posting and increase momentum. Euka’s platform handled the entire operational workflow including onboarding, tracking, payouts, and reminder sequences, allowing the team to focus on scale rather than manual coordination.

Activation and Execution

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. The CPM contest drove high-volume posting, and several top creators individually surpassed 1.8 million views and $69,000 in GMV.

The brand also successfully reactivated its dormant creator community. 136 previously inactive creators returned, driving a 77.8% increase in posting activity. Total video views rose 657%, transforming the velocity and reach of the program.

Results

Growth

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 $69,000 in GMV, demonstrating the scalability and reach of the program.

Efficiency

Euka allowed MaryRuth’s to 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.

Revenue Impact

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.

What Worked Best

MaryRuth’s saw the strongest results by leaning into scalable, high-incentive creator mechanics. A CPM contest that rewarded creators for reach became the foundation of the program, supported by clear incentives and strong product discounts that encouraged authentic sampling and consistent posting. Traffic boosts added momentum throughout the campaign, while automated CRM messaging successfully reactivated dormant creators and brought them back into the funnel. Large-scale creator mobilization expanded brand visibility across countless niches, driving both reach and GMV growth.

Final Takeaway

MaryRuth’s demonstrated that scalable reach drives measurable revenue. By activating hundreds of creators and rewarding performance in a simple CPM structure, the brand generated millions of views and delivered a significant lift in GMV. The contest also revived a previously inactive creator community, proving that the right incentives can bring creators back to life and boost long-term momentum.