Case Study

ZipString

ZipString, a mesmerizing toy that floats a loop of string in mid-air, has captivated users worldwide with its endless tricks and stunts. Invented by college students Stephen Fazio and Austin Hillam in a basement workshop during the pandemic, it overcame challenges to ship thousands of units to over 50 countries. A viral Kickstarter and a Shark Tank appearance propelled it to fame, amassing over 200 million social media views and earning a spot on stage with Dude Perfect. Still based in Johns Creek, Georgia, the team continues to innovate, proving that big dreams can start small.

Summary

When ZipString, an innovative gadget blending creativity, entertainment, and science, sought to break into TikTok’s highly visual and trend-driven landscape, they faced significant challenges. Despite a loyal customer base and a product poised for viral success, their TikTok presence and affiliate shop were underperforming. Recognizing the potential for explosive growth on TikTok, ZipString partnered with Hawke Media to revitalize their social media strategy, drive sales, and establish a strong brand identity on the platform.

Challenge

ZipString’s TikTok efforts were falling short of expectations. Their content struggled to resonate with the platform’s unique audience, failing to generate engagement or visibility. Additionally, their TikTok Shop affiliate program was underutilized, with creators producing lackluster content that didn’t translate to meaningful conversions. These obstacles left ZipString unable to tap into TikTok’s viral potential, hindering growth and leaving valuable sales opportunities on the table.

ZipString 3

Approach

Hawke Media developed a comprehensive strategy to transform TikTok into a growth engine for ZipString. This approach included:

  • Engaging Content Creation: Crafting short-form videos tailored to TikTok’s trends, showcasing ZipString’s mesmerizing features, and aligning with trending challenges and formats.
  • Affiliate Program Revamp: Partnering with high-performing TikTok creators in relevant niches, providing them with creative assets and free samples, and incentivizing them with performance-based rewards.
  • Community Engagement: Fostering a sense of connection by reposting user-generated content, interacting with comments, and creating relatable, shareable moments.
  • Data-Driven Adjustments: Continuously analyzing metrics to refine content and campaigns for maximum impact.
ZipString 1

Solutions

With this strategy in place, Hawke Media executed a series of impactful initiatives:

  • Content Optimization: Produced visually captivating, trend-driven TikTok videos highlighting ZipString’s uniqueness and versatility, quickly resonating with the platform’s audience.
  • Affiliate Expansion: Grew the affiliate network from 1,292 to 4,517 active affiliates within a month, empowering creators to deliver 645 affiliate videos—an increase of 238 videos month-over-month.
  • Promotional Campaigns: Introduced time-sensitive discounts and exclusive bundles, creating urgency and boosting conversions.

Social Proof Amplification: Leveraged user-generated content and influencer collaborations to position ZipString as a viral, must-have gadget.

ZipString 2

Results

  • TikTok Views Increased
    0%
  • TikTok Reach Increased
    0%
  • TikTok Conversions Increased
    0%
  • Affiliate Sales Increased
    0%
  • Active Affiliates Increased
    0%