Built a TikTok-native content engine and a creator program that turned a small brand into a community.
El brief
Okina, a Bay Area functional drinks startup, had a great product but a flat social presence. They wanted to build a brand that lives in feeds — not on shelves.
El desafío
Build a social-first brand that lives natively on TikTok, IG and YouTube — content that doesn't feel like ads, distribution that doesn't depend on paid spend, and a community that buys.
Nuestro enfoque
We rebuilt the brand around 5 social-native archetypes. Built a creator program with micro-influencers paid in product + revenue share. Set up a content engine producing weekly drops across 4 formats. Iterative hook testing in cycles of 30 days.
El resultado
Strong organic follower growth across TikTok and Instagram. Significant share of revenue coming from organic social. Listed at premium retailers in the US. Featured in lifestyle media. Built a defensible community asset.
Cómo lo hicimos
5 social archetypes, content pillars, channel mix.
84 micro-influencers, paid in product + revenue share.
In-house studio, 12 videos/week, 4 formats, 1 weekly drop.
320 hooks tested in 90 days. Top 10% scaled.
Whole Foods pitch deck, retail packaging, in-store activation.
Nuestra perspectiva
There is a fundamental misunderstanding about social-first brands. Founders think they need a 'TikTok strategy'. What they actually need is an operating system : daily content production, hook lab, creator pipeline, editorial calendar, response loops. Okina succeeded not because we found one viral angle, but because we built the operational discipline to test thirty angles a month. Brand strategy meets factory floor.
The CPMs on Meta and TikTok make a creator program look like a financial gift compared to paid acquisition — once it's set up properly. The trick is structuring incentives so creators stay aligned : a flat fee program degrades into transactional content; a pure affiliate program fails to scale; the answer is a hybrid (modest retainer + performance share + product) that we deploy on every social-first brand we partner with.
Hubs implicados
Disciplinas
Próximo paso
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