allymatic Customer Case｜Magnetopia: Let the cooperation between experts in the toy category move from volume to continuous expansion
One sentence overview
Magnetopia is a toy brand from TikTok Shop in the US. It continues to create content and sales growth around magnetic building blocks and STEM-inspired products. As the scale of expert cooperation expands, the team's complexity in expert stratification, sample promotion, content recycling, and result review also increases rapidly. After connecting to allymatic, Magnetopia gathered the originally scattered expert cooperation actions into a set of workflows, allowing the team to promote cooperation more stably at festival nodes and daily operations, and making it easier to accumulate effective experts and effective content.
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Region: United States | Industry: Toys and STEM-inspired products | Usage scenario: Cooperation with TikTok Shop experts | Statistical caliber: Access to allymatic Similar 90-day phased review
Project Overview
The toy category is naturally suitable for TikTok Shop marketing. The unboxing, building process, parent-child interaction, and gift scenes all have strong content expression. But once this kind of cooperation is really expanded, the problems faced by the team will become very specific: there are many experts, and it is difficult to continuously screen out the ones with truly high matches; samples are sent very quickly, but content recycling and link sorting are easy to break; after a lot of review, it is difficult to form a set of methods that can be reused in the next round. What Magnetopia needs is not another table, but a set of workflows that can put expert screening, sample submission promotion, release time, content links and sales results together. After connecting to allymatic, the team can use the same method to promote talent marketing in daily cooperation and node campaigns. According to the phased operation review standards, the brand has achieved more stable improvements in the number of active cooperation experts, release rate after sending samples, content output and GMV of goods brought by experts.
Core results
| Indicators | Before optimization | After optimization | Changes |
|---|---|---|---|
| Number of active partners (30 days) | 180 | 320 | +78% |
| Release rate after sending samples | 63% | 82% | +19% |
| Number of monthly expert videos | 420 | 980 | +133% |
| GMV brought by monthly experts | $160K | $490K | +206% |
Detailed indicators
| Indicators | Before optimization | After optimization | Changes |
|---|---|---|---|
| Number of active partners (30 days) | 180 | 320 | +78% |
| Number of monthly expert videos | 420 | 980 | +133% |
| Number of videos with goods (30 days) | 110 | 295 | +168% |
| Average time for sample confirmation | 48 hours | < 2 hours | -96% |
| Release rate after sending samples | 63% | 82% | +19% |
| GMV brought by monthly experts | $160K | $490K | +206% |
Business Challenges
1. There are many cooperating experts, but it is difficult for high-matching experts to continue to appear.
Parenting, motherhood, children's education, gift sharing, home entertainment, STEM enlightenment, these tracks may all be suitable for Magnetopia. However, the content quality, audience matching and conversion capabilities brought by different experts vary greatly. If there is a lack of hierarchical management, the team will easily have the problem of "a lot of cooperation, but not accurate enough in reinvestment judgment".
2. There are many product packages, samples are sent frequently, and content recycling nodes are easy to lose.
Magnetopia's magnetic building blocks come in different numbers, themes and ways to play. The SKUs adapted to the experts are different. After sending the samples, you need to follow up on the receipt, shooting, release time and video link. After the amount of cooperation increases, if there is no unified process, it will be difficult to determine which batch of samples has produced effective content.
3. Festival campaigns and daily cooperation are often two ways of promotion.
The toy category is very popular for gifts and festive scenes. Birthdays, back-to-school seasons, Christmas and other occasions require a group of experts to be quickly cooperated. If the list, process and content review are not settled, the team will have to do it all over again at each node.
Solution
1. First, layer the experts according to content type and cooperation value.
allymatic helps the team select talents based on their category, content style, historical performance and cooperation suitability. For Magnetopia, this means that experts in parent-child categories, toy review categories, educational enlightenment categories, and festival gift categories can be managed separately, and all cooperation will no longer be promoted in the same way.
2. Make sample sending, content online and link recycling a standard process
From sample confirmation, address collection, sample delivery, to content promotion, release time follow-up, and link recycling, the team can advance in stages in allymatic. In this way, daily execution will not become more chaotic due to the large number of SKUs and fast cooperation.
3. Review content performance and product results together
Not all exposure is valuable, and not all experts are suitable for long-term cooperation. allymatic helps Magnetopia put the talent content, product performance and sales results in the same set of views. Operations can quickly determine which content angles are more suitable for reinvestment and which talent is worthy of long-term maintenance.
Business results
Festival nodes can increase the amount of energy, and daily cooperation is more stable.
For toy category brands, what is really difficult is to do both daily work and focus on key points. After connecting to allymatic, Magnetopia can reuse the talent pool and processes accumulated in daily life directly into the campaign, without having to reorganize the list and status every time.
It is easier to convert samples into real online content
During the periodic review, Magnetopia’s release rate after sending samples increased from 35% to 61%. This shows that the improvement of the process not only makes it faster to send samples, but also makes it easier for the sent samples to be turned into effective content.
Content output and sales results begin to form positive feedback
The simultaneous growth of the number of monthly expert videos and the GMV of products brought by experts makes it easier for the team to see which types of experts, which content themes, and which product combinations are worthy of continuous expansion. For content-driven toy brands, this kind of positive feedback is more important than a single hit.
Value summary
For toy brands like Magnetopia, the core value of allymatic is not simply to find more experts, but to allow expert cooperation to be truly linked to the rhythm of products, content, and sales.
Customer testimonials
"For the toy category, the value of expert cooperation is not just to post more content, but to be able to stably connect content, products and node rhythms. After joining allymatic, we have made a lot of progress in the selection of experts, the promotion of sample submission and the review of results. It is easier for the team to find experts worthy of long-term cooperation, and it is easier to continue to amplify effective content."
Magnetopia Team
Data Description
The above results are based on the team's periodic operation review and external communication calculation caliber, mainly comparing the performance of experts' cooperation in similar cycles before and after accessing allymatic.
