How Leatherman Built a TikTok Creator Network That Drives 80% of Their GMV

Leatherman Tools used TikTok Shop to unlock new momentum fast, with creators now driving over 80% of GMV and TikTok Shop Deals For You Days Campaign delivering more than 150% growth. Senior Global Marketing Manager Hannah Harper and VP of Marketing Kevin Gleason share how a three-product hero lineup and a small “TikTok Shop Squad” helped a 40-year-old brand break into a new generation of buyers.Hannah explains how Leatherman built a creator engine producing over 1,400 videos and a daily content pipeline powered by their first TikTok creator intern. Kevin zooms out to the brand impact, from Amazon lift tied to specific TikTok promoted colors to why evolving Leatherman’s storytelling is key to reaching next-gen consumers.What You’ll Learn in This Episode:How Leatherman formed a cross-functional TikTok Shop Squad inside a 40-year-old company to launch the channel within weeksHow they chose three hero products for launch and matched creator segments to each product’s use caseHow more than 1,400 creator videos shaped their affiliate strategy and drove over 80% of TikTok Shop GMVHow Leatherman tests GMV Max campaigns to amplify top-performing creator videos and experiments with campaign structuresHow TikTok Shop activity is driving halo lift on Amazon and how the team uses those signals to plan future scaling