About SNOW
SNOW is a leading oral care brand best known for its teeth whitening products and one of the early brands to build a strong presence on TikTok Shop.
SNOW wasn't new to affiliate marketing on TikTok Shop. The team had already built a successful creator program, but as the program expanded, the systems supporting it became increasingly fragmented. Creator discovery, outreach, reporting, retainer management, and communication were spread across multiple platforms, making day-to-day operations more complicated than they needed to be.
The Challenge
Managing a Growing Creator Program Across Multiple Platforms
Before adopting Cruva, the team relied on a combination of creator discovery tools, reporting platforms, and creator management software to run its affiliate program. While each platform solved a specific problem, none of them provided a complete view of the creator lifecycle or allowed the team to manage the entire program from a single platform.
"The workflow was so broken up amongst all the different tools and softwares... it felt unorganized, inefficient, and difficult to manage."
Beyond the operational complexity, measuring program performance had become increasingly difficult. The team was investing heavily in creator retainers and product sampling but lacked a centralized way to track performance, evaluate creator effectiveness, or give leadership a clear view of the program's impact.
"Upper management was missing reporting. We were allocating budget, but we weren't able to give them the analytics needed to understand how efficient the program actually was."
As SNOW underwent broader organizational changes, the team needed a platform that could simplify creator operations, improve reporting, and provide the visibility required to scale the program with confidence.
The Solution
Bringing Creator Management, Reporting, and Analytics into One Platform
SNOW wasn't looking for another creator management tool.
After meeting the Cruva team at an industry event, they saw an opportunity to consolidate several platforms into one solution. Rather than continuing to manage creator relationships, reporting, outreach, and analytics across multiple tools, they could now run their affiliate program from a single platform.
"Having a singular platform for most of the tools that we use as far as our affiliate program is concerned is awesome. The cost savings are awesome as well. We were surprised by how many features we didn't even realize we needed before we switched."
Cruva quickly became the team's primary operating platform, helping them:
- Manage creator relationships from a centralized CRM.
- Discover and evaluate creators using AI Creator Search, Social Intelligence, and Lookalike Search.
- Automate creator onboarding, campaign briefs, and creator communications.
- Track creator performance and program health through built-in reporting and analytics.
For Karlie Walter, who manages the day-to-day operations of SNOW's TikTok Shop affiliate program, Cruva became the center of her workflow.
"My day-to-day is 100% on Cruva."
The CRM became one of the team's most-used capabilities. Automated workflows helped ensure creators received the right campaign briefs, onboarding information, and communications at the right stage of the relationship, while "Brand Hub" provided a centralized snapshot of ongoing creator activity and campaign performance.
The team also relied heavily on Cruva's analytics to make better decisions. Rather than manually pulling performance data from multiple platforms, they could quickly identify high-performing creators, analyze audience demographics, evaluate creative performance, and use those insights to continuously improve creator briefs and campaign strategy.
"You can get as granular as you want to be. We use that data to evaluate creators, understand what's working, and feed those insights back into our briefs."
For leadership, the biggest improvement wasn't just operational efficiency. It was visibility. With reporting centralized in one platform, the team could clearly understand the health of the affiliate program, monitor performance trends, and make faster, data-driven decisions without spending hours consolidating reports from multiple systems.
The Results
Regaining Momentum with Better Visibility and More Efficient Operations
What started as an effort to simplify creator management evolved into a more structured, data-driven affiliate program. By consolidating creator operations into a single platform, SNOW gained clearer visibility into creator performance, streamlined day-to-day workflows, and began rebuilding momentum across its TikTok Shop affiliate program.
Over a two-month reporting period, the team achieved:
- 306% growth in affiliate GMV
- $29,325 in affiliate GMV
- $37,106 in total GMV
- 946 creator videos published
While the team still sees room for continued growth, the improvements have reinforced that they're moving in the right direction.
"Every month since we've joined Cruva has been trending in the right direction. What we're doing and what Cruva offers is working. We're not where we want to be yet, but we've seen positive results month over month so far."
One of the biggest improvements has been the ability to make faster, more informed decisions. With reporting, creator performance, and campaign insights available in one place, the team can easily evaluate program health, identify high-performing creators, and refine its strategy over time.
"It's given us that control back, which we definitely needed. That's also resulted in the momentum we were looking for."
