Mike and Connor, founders of Waterboy, took their functional hydration brand from zero to sold-out success through TikTok's authentic community-building power. With three specialized electrolyte formulas targeting different needs—after a night out, post-workout, and everyday use. They chose TikTok as their primary marketing channel because it was the platform they felt they could "have a shot with a fresh start" regardless of follower count.

In this episode, the Waterboy founders share how a single casual video posted while driving to get mail unexpectedly exploded to 100,000 views and 8,000 followers overnight. Their authentic approach quickly built a community of 25,000 TikTok followers and a 17,000-person SMS list, which ultimately sold out their entire initial production run within just one hour of launching their pre-sale campaign.

What You'll Learn in This Episode:

• The authentic communication style that helped them build a community of 25,000 followers and 17,000 SMS subscribers before even launching their product
• Their "aha moment" when they sent the pre-sale text message and watched their entire production run sell out in one hour
• How their TikTok-first approach allowed them to connect directly with customers to identify pain points and improve both product and experience

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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Lauren Hill, VP of Digital and e-commerce at ColorPop, recognized a major gap in their digital ecosystem and turned to TikTok Shop to fill it. The beauty brand, known for luxury formulas at affordable prices, has seen remarkable growth since joining the platform.

In this episode, Lauren shares their strategic approach to TikTok Shop campaigns, including a Valentine's Day initiative that 3X'd their revenue, and demonstrates how brands can thrive in the content-to-commerce environment.

What You'll Learn in This Episode:

• How ColorPop identified TikTok Shop as a critical missing piece in their digital ecosystem and saw major growth as both a commercial company and brand
• The cross-channel promotion strategy that delivered a 160% lift in GMV within just two months of joining the platform
• Why creating trial-focused product bundles exclusively for TikTok Shop helped them acquire new customers
• The structure of ColorPop's VIP creator program, including how they seed products to top affiliates before launch to strengthen partnerships
• How their Valentine's Day campaign investment led to 3X revenue growth and why GMV Max has become integral to their performance marketing strategy

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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.

Chris Herbert, CMO of Intake Breathing, transformed their business by leveraging TikTok Shop to achieve a 10X increase in daily revenue in just six months. After seeing another entrepreneur save her struggling business through TikTok, Chris recognized the platform's potential and developed a strategic approach that turned their magnetic nasal strip from an unknown product into one worn by celebrities on TV—without any PR involvement.

Chris shares his three-tiered "pyramid of revenue" approach: starting with affiliate creator partnerships as the foundation, enhancing results with GMV Max campaigns, and building deeper customer relationships through Lives.

What You'll Learn in This Episode:

• How Intake Breathing's viral magnetic nasal strip went from creator experimentation to being spotted on TV celebrities with zero PR effort
• Why Chris considers the TikTok Creator Center with affiliate outreach the "baseline" that any business can set up to succeed
• How GMV Max campaigns—which Chris calls "the best ad product in at least a decade"—automatically optimize creator content while meeting target ROAS
• The specific "camera down, nose up" demonstration technique that became their winning hook after a creator invented it
• Why LIVE sessions not only build trust and spike sales across all platforms but provide invaluable product insight from real customer questions

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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.