Thread by @JemBourouhDE

Do you remember the #TikTok leggings?

If not then you definitely don't pay attention to social media. If you do remember, then let me introduce you to two guys that made them go viral and sold around 120,000+ units of the leggings in 2 months.

THREAD 🧵 (1/15)

Meet @josetorresrev and me, hi. We're the ones responsible for the hype around the TikTok leggings.

Anyways - we saw the potential of this product and knew that we could make this product pop, so we had to craft a game plan.

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What we needed:

- Content (can‘t run Facebook Ads without proper creatives)

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- Agility (if shit hits the fan you need to be agile. talking about Facebook profile bans, disabled pages, payment processing issues, employees getting sick, delays in the production and post-production, etc.)

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- A few 40 feet containers with stock to ship out orders fast enough to prevent holds and bans (not going to cover this, since it requires way more detail than anything else)

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How we did it:

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.

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Technical Stuff:

Every idiot can run Facebook Ads. It's not hard. What's hard is getting three things right, in this particular order.

1) Creative
2) Offer
3) Landing Page

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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.

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We started off by sending products out to get #UGC. 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.

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In terms of the media buying #strategy, it was relatively simple. We set up multiple campaigns, tested ad sets with single interests, stacked interests, and broad ad sets. Once we identified the best performing ad sets, we scaled them with bid caps and started surfing 🏄‍♂️

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Raising the budget intra-day is very risky and should only be done once you figured out the three points mentioned above.

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In regards to Google Ads, we had a super simple approach. #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 stuff.

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Just for reference, we tested 10+ different offers. The best-performing offer was BOGO at a price-point of $34.99, while every other competitor sold a single pair of leggings for $29.99.

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We communicated the offer very clear on Facebook and on our landing page. Customers had to add the product twice to their cart and the discount would be applied automatically. Simple stuff.

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By having great creatives, product-market fit and an exciting offer, we were able to achieve a conversion rate of around 5.6% for the entire month of April.

Have you ever scaled a new business that fast? 👇🏻

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