Onyx Nutra

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revenue in one month

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ROAS

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ROAS improvement on Villain products

CLIENT

ONYX Nutra is a fast-growing supplement brand bringing premium nutritional products to market. While the business had established a strong e-commerce foundation, paid media was still relatively new territory. ONYX turned to Annex Media to build out its TikTok Ads strategy, with a particular focus on TikTok Shop. In September, TikTok introduced a mandatory change requiring advertisers to switch from standard paid ads to GMV Max campaigns when promoting TikTok Shop products. This presented both a challenge and an opportunity: how to adapt quickly to new rules without disrupting performance.

CHALLENGE

Platform changes can be disruptive, especially for younger brands still building their paid media infrastructure. TikTok’s shift to GMV Max could have caused a decline in sales if not handled strategically. Our challenge was to:

  • Transition ONYX smoothly to GMV Max before the September deadline.
  • Ensure campaign performance wasn’t negatively impacted by the switch.
  • Identify the best-performing products and content styles in a short timeframe.
  • Build a sustainable structure that could scale profitably once GMV Max became mandatory.

STRATEGY

Rather than waiting until September, Annex Media recommended switching to GMV Max in early August, giving ONYX a full month of testing and optimisation before the change became mandatory. This early adopter approach allowed us to get ahead of competitors and ensure performance continuity. Our strategy included:

  • Product Segmentation: Initially segmented campaigns per product to test both product viability and content style effectiveness.
  • Hero vs. Villain Structure: After one month of testing, we split products into “Hero” (high performers) and “Villain” (low performers) campaigns. This allowed us to push more budget into top-performing products while optimising weaker products separately.
  • Content Iteration: Took successful content formats from the Hero campaign and replicated/adapted them for Villain products to improve creative quality and engagement.
  • Scaling Efficiently: Gradually increased Hero campaign budgets while maintaining ROAS, and nurtured Villain products to reduce wasted spend and unlock additional growth.

IMPACT

By September, ONYX had not only adapted to GMV Max but was already thriving on the new campaign type, thanks to Annex Media’s proactive approach.

Month One (August – Testing Phase):

  • Hero Campaign: Spent £200 → Returned £955 → ROAS 4.78
  • Villain Campaign: Spent £55 → Returned £195 → ROAS 3.55

Month Two (September – Scaling Phase):

  • Total Campaigns: Spent £5,702 → Returned £28,702 → ROAS 5.03
  • Hero Campaign: Spent £5,114 → Returned £25,627 → ROAS 5.01
  • Villain Campaign: Spent £548 → Returned £3,075 → ROAS 5.61

Key Improvements

  • Villain Campaign ROAS improved from 3.55 → 5.61, a 58% increase in efficiency.
  • Overall ROAS increased from the testing phase average (4.39) to 5.03, a 15% improvement.
  • Scale was achieved without sacrificing profitability — spend increased from £255 to £5,702 (2,135% growth), while maintaining strong returns.
  • Total revenue generated hit £28,702 in just one month, proving the GMV Max transition was not only smooth but transformative.

KEY RESULTS

  • £28,702 revenue in one month
  • ROAS £5.03 overall
  • 58% ROAS improvement on Villain products
  • 2,135% growth in ad spend
  • Early adoption of TikTok GMV Max led to competitive advantage

THE BOTTOM LINE

TikTok’s GMV Max rollout had the potential to disrupt ONYX Nutra’s advertising, but Annex Media turned it into an opportunity. By moving early, segmenting intelligently, and optimising creatives, we transformed the challenge into growth. The result was a 2,135% increase in spend at scale, sustained ROAS above £5, and Villain products turned into consistent performers. This case study proves that with the right strategy, even disruptive platform changes can become catalysts for success.

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