About MaryRuth's

MaryRuth's is a leading health and wellness brand known for its high-quality supplements, including its hero product—the liquid morning multivitamin with Lustriva hair growth formula. With a strong presence in major retailers like Whole Foods and Target, MaryRuth's was already successful on TikTok Shop, generating significant monthly revenue.

The Challenge

Despite their success, MaryRuth’s faced a common challenge in the digital marketing landscape: how to supplement their successful influencer and affiliate campaigns with as many low-cost touch points as possible.

While paid ads are expensive, competitive, and low trust, influencer marketing is costly, unpredictable, and resource-intensive to manage.

MaryRuth’s needed a solution that could provide high-trust, high-quality content at a low cost, while significantly expanding their reach on TikTok.

Enter Parallel Distribution - A Revolutionary Approach to TikTok Marketing.

Parallel Distribution offered MaryRuth’s a groundbreaking third option: horizontal scaling through multiple TikTok accounts. This strategy promised to deliver high-trust, high-quality content at a fraction of the cost of traditional methods.

The Results: Explosive Growth and Engagement

1. Views Skyrocketed
Achieved a total of 40,045,900+ views.

2. Cost-Effective Marketing
Achieved an average CPM of $3.89, significantly lower than traditional TikTok ads.
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3. Increased Engagement Over Time
Engagement ratios on all content posted were monitored daily, and insights were used to create a feedback loop for rapid content improvements which ultimately drove stronger engagement.
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4. Sales Impact
‍Experienced an 18% increase in sales for their hero product.
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5. Improved Marketing Efficiency
MaryRuth’s experienced a 50% improvement in marketing efficiency.

Content is commerce

Young people are searching where they swipe. A recent HerCampus study found that 74% of Gen Z internet users use TikTok for search, and 51% favor it over Google. Due to the appeal of its algorithm and short-form video content, TikTok is becoming the primary source of entertainment, news, and product information for many. As a result, a large and growing number of users are relying on TikTok for search.
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Parallel took advantage of this emerging trend by targeting high-intent search keywords on the Tiktok platform, and has managed to rank content for key terms like “how to reduce cortisol face.”

By producing content that provided a succinct, aesthetic, and entertaining answer to this question, which included a strong Call to Action, Parallel has been able to place MaryRuth's in the top of a the search page for numerous high-value keywords, driving even more views and sales.

Conclusion

Parallel Distribution’s innovative approach to TikTok marketing has provided MaryRuth’s with a powerful, scalable, and cost-effective solution to expand their social media presence. By creating hundreds of themed tiktok accounts, data-driven content production, and rapid content iteration, MaryRuth’s has seen significant growth in views, engagement, and sales.
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This partnership demonstrates the potential of horizontal scaling on TikTok as a formidable alternative to traditional digital marketing strategies.

If you're interested in learning how Parallel could scale this strategy on TikTok for your brand to drive engagement, brand recognition, and sales — please reach out via the contact form on our site.