Trending 🚣♀️| Prints & frames are ⇪| TikTok Case Study: Doe Lashes' Breakout Success
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The most exciting brands on TikTok are the breakout successes — emerging brands that developed smart, low-spend TikTok strategies to catapult sales. Some examples include Doe Lashes, Starface, amika, Milk Makeup, and We’re Not Really Strangers.
Doe Lashes is arguably the biggest breakout success. Doe Lashes makes silk lashes meant for all-day comfort. The brand was started in 2020 by twenty-three-year-old Jason Wong, who also runs Wonghaus, a brand incubator. Just a year later, Doe Lashes is already worth 15 million dollars.
I was excited to be able to connect with the Doe team and learn how they leveraged TikTok. You can read the full case study here.
Some highlights:
High-quality / low-cost content, big audience: Instagram influencers charge a lot for content. On TikTok, good content from anyone can be successful. Doe has had success being creators' first sponsor and only paying to ship free product. With TikTok, CAC went from $27 to $8.
Supporting influencers: By working with smaller creators and sharing TikTok best practices, Doe cultivated an engaged network. Doe is often their first sponsor so creators work harder on the content and talk about Doe more frequently. Many now have much larger followings.
Organic content: Doe also runs challenges to encourage customers to post content. Sometimes Doe doesn't need to offer incentives for content at all. If the caption doesn't include a promo code or a competition tag, the content is most likely entirely organic.
Doe official account: Out of 16M views for #doelashes, 1/3 of the views are of content from Doe's official account. Most viewed TikToks are about the brand story or product education. The official account helps customers and influencers discover what the brand stands for.
Attribution: Doe can see that TikTok is its 2nd largest acquisition channel based on its post-purchase survey. It also sees large jumps in site traffic after viral TikToks and directly tracks promo-codes. Doe plans to try out new TikTok seller marketplace features in the future.
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