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Do you remember the TikTok leggings? If not then you definitely don't pay attention to social media. If you do remember, then we are introducing you to the two guys that made them go viral and sold over 120 000 units of the leggings in 2 months by creating hype around them on Tiktok.
Jem Bourouh and Jose Torres were the e-commerce entrepreneurs and digital marketers responsible for the hype around the TikTok leggings. These two entrepreneurs found their way to hype up their leggings e-commerce brand and were able to over $2 000 000 profit in just 2 months.
In this article, we are sharing the 10-step process that Jem Bourouh used to popularize this product and scale their earnings fast through hyping it up on Tiktok and then using Facebook, Google, and Youtube ads to scale it.
If you are interested how to use TikTok for your e-Commerce business, let's get started.
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Let's dive into this article...
The Game Plan
Jem and Jose had noticed the potential of the leggings earlier and knew that they could make the product pop. Their leggings were a bit unique because they could make the females' butts “pop” with their butt-lifting feature. That marketing angle alone was enough to assure Jem and Jose that these leggings could be a trend. So they had to craft a game plan.
Their game plan was to create hype on Tiktok by offering products to influencers in order to build up the hype and also have a number of popular Tiktokers making user-generated content (UGCs) for their brand.
This would help them generate UGC content that they would use for their paid ads on Facebook, Google, and Youtube ads to scale.
Their plan was basically based on the single thing that they didn’t have and they really needed, which was product content. They could not run Facebook Ads without proper creatives, so they thought of a way to generate UGC, which in turn ended up building hype for the product.
They also considered using Tiktok as an alternative platform for taking agile reactions in case anything would go wrong on their Facebook ad accounts. This was to help them in case of any Facebook profile bans or disabled pages because their angle was talking more about “butt lifting leggings”, which could go wrong at any time depending on how Facebook Ads moderators feel.
"Prior to doing all this, we knew this product could trend, so we ordered a few 40 feet containers with the product stock in order to ship out orders fast enough to prevent holds and bans.", Jem says.
How They Did It
Jem and Jose started off by sending products out to Tiktok influencers to collect UGC for their ads. The TikTok influencers posted them and sent traffic to the brand's TikTok page which had a link to the online store.
The product started getting sales and more customers joined the leggings TikTok trend.
Jem and Jose ended up getting tons of UGC content which they in turn used in their Facebook ads as ad creatives.
"We were able to scale from $0 to $100 000 in a single day within 2 weeks just by testing an insane amount of creatives. If I'm talking about an insane amount, I'm talking about testing up to 80 creatives in some days.
We used a mix of Facebook Ads and Google Ads for all funnel stages from prospecting to re-engagement and retargeting, but also Display, Discovery, and YouTube Ads for lower-funnel stages.", Jem says.
Facebook Ads Approach
Jem says that their Facebook ad strategies were casual, however, their main focus was on getting these three things right, in this particular order.
"If your messaging of 1 and 3 don't match, you have a problem. If you don't have a product-market fit, you have a problem. If your offer isn't good enough, your competitors will bury you in the auction." Jem says.
In terms of the media buying strategy, it was relatively simple. They set up multiple campaigns, and tested ad sets with single interests, stacked interests, and broad ad sets. Once they identified the best performing ad sets, they scaled them with bid caps and let them run.
"Scaling and raising the budget intra-day is very risky and should only be done once you figured out the three points mentioned above.", Jem says.
Google Ads Approach
In regards to Google Ads, Jem says that they had a super-simple approach too. They used Search consisting of STAGs with responsive ads, Shopping with a custom Google Sheet feed with several custom IDs dedicated towards the particular keywords, and simple retargeting techniques.
"Just for reference, we tested over 10 different offers. The best-performing offer was a BOGO ( Buy one, get one free) at a price point of $34.99, while every other competitor sold a single pair of leggings for $29.99.
We communicated the offer very clearly on Facebook and on our landing page. Customers had to add the product twice to their cart and the discount would be applied automatically.", Jem says.
Conclusion
By having great creatives, product-market fit, and an exciting offer, Jem and Jose were able to achieve a conversion rate of around 5.6% in their store. They scaled the leggings fast on Facebook ads and Google ads, all on the back of Tiktok user-generated content that they earned from the hype. In turn, they were able to sell over 120 000 units online in a period of 2 months and making
