Source: TikTok Shop data. October runs to 25 October 2026.
Where they started
C4 is one of America’s biggest energy drink and active nutrition brands: the official energy drink of the New York Knicks, partnered with Knicks player Josh Hart. Alongside zero-sugar energy drinks it sells pre-workout, protein and creatine.
When we started in March 2026, its UK TikTok Shop had no sales at all. The UK team was small, and the category worked against it: on TikTok Shop, active nutrition sells far more to women than to men, so a performance energy brand had to find its audience fast.
April 2026 (first full month) = 100. Twister Pineapple launched in mid-June. Source: TikTok Shop data.
What we did
An offer built for TikTok Shop.
We built the range around how people buy on TikTok Shop: variety packs so people could try the flavours, single-flavour launches like Twister Pineapple, and 12 and 24 packs at the right price.
The Twister launch was the turning point.
Behind the scenes we run operations: keeping the shop free of violations, and coordinating Fulfilled by TikTok stock so launches don’t sell out mid-spike.
Average order value by month, Mar to Sep 2026, to scale. Source: TikTok Shop data.
Affiliates27%
Everything else
Mar to Oct 2026. Source: TikTok Shop data.
Samples from day one.
We sent affiliate samples from the very start, putting C4 Energy in front of the creators its customers already trust.
Creators followed through. Over 1,700 of them posted about the brand, C4 Energy videos reached 49M views, and nearly three-quarters of the shop's GMV now comes through affiliates (Mar to Oct 2026).
Samples sent where they’re most likely to sell.
Our secret sauce: in-house tools that match creators to products and keep them stocked, so they keep posting. They rank creators by the return each sample is likely to bring, so samples go to the creators most likely to sell.
GMV Max runs alongside, behind the creator videos that already sell, with a steady return on ad spend.
More on our software →Innovate.
With the foundations in place, 2027 is about what comes next. We’ll keep working with C4 to bring new products to TikTok Shop, grow the creator community and compete with the biggest energy brands in the UK.
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