Dive into the dynamic world of e-commerce and digital partnerships with Zainab Hussain, our retail expert and an accomplished e-commerce strategist with deep expertise in customer engagement and operations management. In this interview, Zainab shares insights on Unilab’s groundbreaking collaboration with TikTok Shop and the impactful Grand Affiliate Day event. We explore the driving forces behind this partnership, the role of affiliates in expanding reach, the significance of connecting with younger audiences, and how core values shape business relationships in the digital age.
How did Unilab identify TikTok as a game-changing platform for growth in the e-commerce space?
Unilab saw TikTok as a vibrant hub where trends are born and communities thrive, especially among younger demographics. The platform’s explosive growth and unique ability to drive engagement through short-form video content made it a natural fit for expanding their digital footprint. It wasn’t just about visibility; it was about connecting authentically with consumers in a space where they’re already active and receptive.
What were the core objectives Unilab aimed to achieve by partnering with TikTok Shop?
The partnership was rooted in a desire to amplify brand awareness and accessibility while tapping into new markets. Unilab wanted to leverage TikTok’s vast user base to showcase their trusted health products, drive sales through innovative campaigns, and build stronger ties with digital-savvy consumers. It was also about learning from user behavior on the platform to refine their marketing approach.
What inspired the creation of the first-ever Unilab Grand Affiliate Day, and what was its primary purpose?
The Grand Affiliate Day was born out of a need to celebrate and strengthen the bond with affiliates who play a crucial role in Unilab’s digital strategy. The event was designed as a platform to thank these partners, immerse them in the brand’s mission, and provide hands-on engagement through activities and talks. It was about fostering a sense of community and shared purpose.
In what ways did this event aim to empower affiliates and impact the broader community?
The event offered affiliates tools, insights, and direct interaction with the brand, equipping them to better promote Unilab’s products. By hosting games, giveaways, and educational sessions, it created an uplifting environment that motivated attendees. Beyond that, it reinforced Unilab’s commitment to spreading health and wellness, inspiring affiliates to carry that message into their networks and communities.
Unilab emphasizes values like excellence and compassion. How do these principles shape your partnerships with TikTok and affiliates?
These values are the bedrock of how Unilab operates. Excellence drives the quality of products and the way they collaborate with TikTok to create impactful campaigns, while compassion ensures they prioritize genuine care in messaging and relationships with affiliates. It’s about building partnerships that aren’t just transactional but are rooted in mutual respect and a shared goal of improving lives.
Can you share an example of how these values come to life in Unilab’s work with affiliates?
Absolutely. Unilab invests time in selecting affiliates who align with their mission and values, ensuring the content created is authentic and trustworthy. During the Grand Affiliate Day, they didn’t just focus on business metrics; they celebrated affiliates as true partners, offering support and resources to help them succeed while staying true to the ethos of care and quality.
Why are affiliates considered so vital to Unilab’s mission of delivering healthcare solutions?
Affiliates act as bridges to countless households and communities, extending Unilab’s reach far beyond traditional channels. They have the power to influence and educate their followers about health products in a relatable way, turning personal recommendations into trust. This grassroots approach helps Unilab connect with diverse audiences on a more personal level.
How has TikTok transformed Unilab’s approach to engaging with Gen Z consumers?
TikTok has been a revelation in understanding Gen Z’s preferences and behaviors. The platform’s data and trends have shown Unilab how this demographic values authenticity and quick, engaging content over traditional ads. It’s pushed them to rethink storytelling, focusing on bite-sized, relatable messages that resonate with younger users while highlighting the relevance of health products in their daily lives.
Unilab describes this collaboration with TikTok as the ‘Impact Duo.’ What does this phrase mean to you, and how does it reflect the partnership’s strength?
The term ‘Impact Duo’ captures the synergy between TikTok’s massive influence and Unilab’s deep-rooted impact in healthcare. It’s about combining TikTok’s ability to shape trends and drive engagement with Unilab’s mission to provide trusted wellness solutions. Together, they create a powerful force that not only boosts sales but also educates and inspires healthier lifestyles across digital communities.
Looking ahead, what’s your forecast for the future of influencer and affiliate marketing in the e-commerce and health sectors?
I see influencer and affiliate marketing becoming even more integral as trust continues to be a key driver in consumer decisions, especially in health-related purchases. With platforms like TikTok evolving, we’ll likely see more personalized, interactive content—think live shopping events or AI-driven recommendations. Brands will need to focus on authenticity and long-term relationships with creators to maintain credibility and keep pace with shifting digital behaviors.
