President & Co-Founder @ ZeroTo1 | (previously) Founding Team @ Shipt | DM me for more info on TikTok Shop, ROI Influencer campaigns, and UGC ads that convert

ZeroTo1 is the “go-to” social commerce agency of record, driving revenue for category-leading and disruptive DTC companies through social ads, performance influencer strategies, and TikTok Shop management.

Our vision is to be the world's #1 Social Commerce agency while partnering with category-leading brands to guide them to their dream outcome of an exit or IPO through our creative, community, and influencer strategies.

We’re building a world-class culture of execution that enables our employees to experience exponential professional and personal growth.

Some of our clients include: ClickUp, Instacart, Landing, Jel Sert, Lowe’s, Feit Electric, Thumbtack, The Pets Table, MUD/WTR, Manna Vitality, Spoonful of Comfort, Jenny Craig, Nutrisystem, Organifi, Step One, Create Wellness, Diletosso, & more.

Riley Cronin 🚀

You win or you learn.

In September we launched one of the biggest business influencer brands on TikTok Shop.

We scaled it from zero to $300K GMV/month in 90 days.

Then it nearly collapsed in 48 hours.

Creators were using negative hooks calling him a scammer because the deals were that good, and the videos were going viral.

Then a product violation temporarily removed commissions.

A creator made a video saying the brand was stealing from them.
It spread fast.

The client left the platform within two days over brand safety concerns.

That failure exposed something real: we had no proactive system to prevent affiliates from posting non-compliant content, no way to monitor affiliate videos at scale, and no process to coach or remove creators who fell out of bounds in real-time.

We knew this wouldn't be the last time a client would consider leaving if we couldn't protect their brand while scaling.

So we built the infrastructure:
-> Sample governance tool that scores creators on brand safety before they're accepted.

-> Brief governance system with prohibited claims libraries, pre-approved hooks, and brand standards baked into every campaign.

-> Pre-amplification review queue so 100% of content is checked before it's boosted.
-> 48-hour containment process for non-compliant videos.

-> Weekly brand safety scorecard tracking flags, time-to-removal, sentiment ratios, and recovery actions.

The takeaway: as TikTok Shop matures and enterprise brands start taking it seriously, they won't trade brand equity for GMV.

And they shouldn't have to.

We learned that the hard way. Now it's a feature of how we operate.

No agency wins 100% of the time. Great agencies build a culture where every failure has a price and a purpose. 

I'm grateful for this failure that strengthened our position to help enterprise brands grow on TikTok Shop without sacrificing brand safety.

Riley Cronin

President & Co-Founder @ ZeroTo1 | Founding Team @ Shipt | DM me for more info on TikTok Shop, Partnership Ads, & Creator Communities.

The best ad creative supply chain that all DTC brands should be investing into is a creator community. 

Once your affiliate revenue offsets the total cost of the community, your producing 50+ partnership ads per month at net zero cost.

This gives you the diverse library of ad content Meta needs.

Plus you get to use a data driven approach to testing ads. 

Here's what to look for:
- Top performing organic performance (engagements, shares)
- Highest converting videos 
- High quality videos

Producing more high quality ad creative at the most efficient rate is the constraint holding every brand back from their next growth milestone.

Building a creator community is the best solution to that constraint.

How to build a brand-owned creator community on Instagram that produces 100s of organic videos monthly and tells you exactly which ads will scale before you spend a dollar.

This is the most strategic and efficient way to find winning ads without burning through your ad spend and influencer budget.
 
After 4 months your creator community becomes an ad creative supply chain that pays you to produce winning ads.
 
There is no bigger moat, or hack out there... 

And nobody is taking advantage of it.
 
Here is the 6 step process to start producing 100's of new organic videos that give you the data you need to strategically launch new ads that scale your account profitably:
 
Step 1:
Structure an offer to compensate creators on a performance basis:
creator gets free product, affiliate commissions, and % on ads that you launch
 
Step 2:
Recruit 100+ creators per month into your creator community
 
Step 3:
Give creators a creative brief with top selling angles and guidelines to reference. 
 
Step 4:
Review all content and coach creators to improve. You're building relationships AND a feedback loop that compounds over time.
 
Step 5:
Identify top organic, affiliate, and high quality videos weekly. If it meets your benchmarks, flight them as Partnership Ads on Meta
 
Step 6:
Ascend your consistent top performers into retainer creators to increase content output and increase testing of new angles
 
Now you're using data to identify potential winning ads AND creators worth investing in, instead of paying creators up front for deliverables without having a relationship with them, or knowing if they are going to convert for you.
 
The brands that win in 2026 will produce the highest volume of quality organic creative at the most efficient rate - and use data before putting media spend behind it.
 
By month 4 your affiliate revenue is paying for the total investment of your community. 

Once it's profitable, your creator community pays you to produce 100's of organic videos that give you the signal you need to find winning ads.
 
Plus it builds you a data backed creator roster that grows over time and drives full funnel value for your business.
 
No more blindly testing creatives, or coming out of pocket on expensive influencer campaigns before knowing if it's likely to convert.

Startup and go-to-market leader, passionate about building businesses with great people.

Most of my learnings came from my ~8 years at DoorDash, where I played a key role in growing the sales team from ~25 to 750+ and directly oversaw over $300m in ARR

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Riley Cronin 🚀

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