RaeLele: Growing a Consumer Electronics Brand from RM 95,000 to RM 515,000 a Month on TikTok Shop Malaysia

The client

RaeLele sells cordless turbo air blowers, portable tools and cleaning kits direct to consumers in Malaysia — products bought for cars, keyboards and homes. TikTok Shop is its main sales channel, so the shop, the ads, the creators and the live sessions all have to work as one system.

The problem

In the first quarter of 2025 the shop was selling about RM 95,000 a month. Paid media returned RM 1.60 for every RM 1.00 spent, each paid order cost RM 38.20, and only 65 creators were promoting the products. Live sessions converted 4.2% of viewers into buyers.

Ads were paying for too much of every sale, and growth depended on a handful of creators.

What we did

• Catalogue and bundles. The catalogue was restructured around bundled kits — the cordless blower with a multi-nozzle cleaning kit — which lifted average order value from RM 45 to RM 68.
• GMV Max and Spark Ads. 70% of the ad budget moved to automated GMV Max product campaigns for broad, high-intent reach. The best-performing organic affiliate videos were whitelisted and run as Spark Ads, which lowered CPMs and raised click-through.
• Weekly hook testing. Fifteen or more new video hooks every week — car-detailing hacks, keyboard dust tests, product stress tests — with underperformers cut within 48 hours.
• Shop page conversion. Malay and English infographics, warranty badges and review proof on every product listing.
• A creator seeding engine. Outreach to 200+ mid-tier and nano creators a day in automotive, tech and home-organisation niches, with tiered commission and a monthly bonus leaderboard for top performers. The programme grew from 65 to 2,100+ active affiliates producing 600+ review videos a month.
• Daily live selling. Six hours a day from a dedicated live set with multi-angle cameras and demo props — car dust-cleaning setups, air-pressure tests — and hosts trained on five-minute flash-deal scripts, pinned giveaways and live Q&A.
• Mega-sale operations. Ad scaling synchronised with 9.9, 11.11, 12.12 and TikTok Shop's weekly deal days, with stock levels coordinated with the client's Malaysian warehouses so best-sellers did not run out mid-campaign.
• Review follow-up. Post-delivery messages asking buyers for video reviews, building 1,800+ five-star ratings.

What we delivered

• 600+ creator review videos a month Seeded through the affiliate programme across automotive, tech and home-organisation creators.
• 6 hours of live selling a day Daily sessions from a dedicated multi-angle live set with product demo props.
• 15+ new video hooks tested every week Underperformers cut within 48 hours.
• 1,800+ five-star buyer ratings From post-delivery review follow-up.

Deliverable counts, supplied by shakalakaa. Not performance metrics.