Tab Chocolate TikTok Sales
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A discussion about how a young entrepreneur created a viral marketing campaign for "Tab Chocolate" that led to significant sales.
Shaan explains: "This company Tab Chocolate had this amazing viral TikTok ad. It features an attractive young woman who says 'Let me put you on' and talks about a special chocolate that will change your love life. It shows her and her boyfriend each taking a tab of chocolate, then cuts to her with messy hair, implying they just had sex.
The ad got 650,000 likes and went viral. The founder, Oliver, who's only around 21 years old, managed to sell about half a million dollars worth of chocolate within a couple weeks from this campaign.
They have an army of content creators - about 20 people - who they pay between $500-3,000 to make 30 videos a month. All their TikToks follow the same format - showing relationship scenarios before and after using Tab chocolate.
The brilliance of the ad comes down to three components:
- The hook - her hand covering her face
- The promise - special chocolate that will change your love life
- The implication - showing the end result without explaining how it works"
Shaan Puri
Host of MFM
Shaan Puri is the Chairman and Co-Founder of The Milk Road. He previously worked at Twitch as a Senior Director of Product, Mobile Gaming, and Emerging Markets. He also attended Duke University.