About the brand
Recuperol is a Scottish-founded electrolyte brand built around clean, functional hydration. Sugar-free, UK-made, and hypotonic for fast rehydration, the brand had built genuine early momentum on TikTok Shop through founder-led activity. They came to JM Digital needing a more scalable and commercially structured approach to grow the channel further.
The challenge
Recuperol’s TikTok Shop strategy had a structural problem: it was almost entirely dependent on founder Rory Devine’s availability to run live sessions. When Rory was unavailable, revenue dropped. The strategy was also discount-led and lacked the educational angle needed to differentiate Recuperol in a saturated market where competing products often prioritise marketing over genuine functional benefit. Exclusivity agreements held by other brands made creator recruitment an additional challenge.
What we did
JM Digital conducted a strategic deep dive on Recuperol’s TikTok performance and built a live and influencer strategy centred on the product’s genuine USPs. Creator briefs were developed around educating the audience on what a proper electrolyte formula should contain, positioning Recuperol’s clean credentials as the key differentiator rather than competing on price or broad lifestyle appeal.
A multi-vertical creator strategy was developed, targeting health and wellness, parenting, and office audiences to broaden reach well beyond the core fitness market. This diversification was deliberate, opening Recuperol up to audiences who needed the product but weren’t being reached through fitness-focused content alone.
To solve the founder dependency problem, JM Digital recruited Daisy Fuge as a dedicated TikTok Live presenter, reducing reliance on Rory and building a more scalable live selling operation. A structured TikTok trading calendar was introduced to capture key consumer moments throughout the year, and a shaker upsell at minimum spend threshold was added to drive average order value and items per order.
The results
The impact of the structured strategy was measurable across every key metric. Live sales grew to represent 35% of total channel revenue. Conversion rate improved by 1.8 percentage points, a 40% uplift on prior months, reaching a 5% average. Average order value increased by 3% through the shaker upsell mechanic, and influencer content became a strong four-figure monthly revenue contributor, diversifying the marketing mix beyond live selling alone. Monthly channel revenue reached strong five-figure levels consistently.
“JM Digital have been great to work with, really easy to get along with and always reliable. They tackled important tasks that had been left undone and helped push the business forward. Hard workers who delivers real value, I’d happily recommend them.” Rory Devine, Recuperol
Ready to grow your brand?
JM Digital works with DTC brands across the UK and Ireland on TikTok Shop strategy, influencer marketing, and ecommerce growth. Get in touch to talk through your goals.
