TILT
Tilt: from first haul to live auction, a creator programme at full tilt.
Tilt isn’t just a shopping app. It’s a style-driven community where people shop through live streams with independent sellers, a bit like a video call with your own personal shopper. To grow its UK user base, Tilt asked us to turn creators into its most convincing shoppers: people who’d use the app for real, style what they found, and bring their audiences with them.
Across three phases, we built a creator programme around one platform idea, “Go Full Tilt”: dial your style up and shop live. Every creator shopped on Tilt themselves, with no out-of-pocket spend, through private 1-to-1 streams with featured sellers, so every look they posted was a genuine Tilt find.
Three phases, 31 creators, one live shopping habit.
Phase 1, Go Full Tilt: We launched with two in-app events, a Y2K womenswear drop and a sneakers and streetwear menswear drop, each backed by its own creator squad. Creators posted twice per event: first a standout look from their Tilt haul with a personal referral code worth up to £100 off, then a push for the limited-time event discount, timed to land as each event went live.
Phase 2, Streetwear and Live: We doubled down on menswear, from premium streetwear labels to football shirts and sneakers, around a month-long in-app event. This time creators also went live on Tilt alongside top sellers, styling fits in real time while viewers bid on them in live auctions. Creators earned commission on every first-time shopper they brought in, turning them from promoters into partners.
Phase 3, Style Challenges: We focused up womenswear, with repeatable creator formats built for discovery: recreating online outfit inspiration using only Tilt finds, and “How many outfits can you make with £XX?” Each ran as a two-part story, the hunt and then the payoff, giving audiences a reason to come back and a reason to download.
From scroll to shop.
Every piece of content carried a clear download CTA and a trackable referral code. The best-performing posts were amplified as paid ads, with a paid pre-event boost to build awareness before each in-app event went live.
