Bakeful

STRATEGY

Bakeful wasn’t just launching a product—it was building a movement. With their TikTok Shop campaign, we set out to transform Bakeful from a newcomer into a creator-powered powerhouse.

Our strategy? A creator-led blitz designed to dominate the For You page. We started by launching an aggressive TikTok Affiliate Incentive Program that recruited thousands of creators to show off Bakeful’s irresistible donuts (and eventually, muffins). With a two-phase launch—first Donutful, then Muffinful—we kept the buzz building for 120 straight days.

The playbook: performance-based commissions, momentum-driving incentives, and nonstop visibility. This wasn’t about testing the waters. It was about flooding the internet with content so craveable you could almost taste it through the screen.

We treated TikTok Shop like a full-blown sampling campaign—maximizing DTC sales while sparking organic demand in key retail markets: this was the hype train leading straight to the grocery aisle.

CAMPAIGN EXECUTION

Here’s where things get wild.

For the first 90 days, our creators flooded TikTok with content for Donutful. Every step of the way, we made fast pivots, adapted promotions in real-time, and kept our creators hyped with fresh incentives.

Then on May 1, we stopped selling donuts and pivoted to Muffinful, with our creators building massive excitement for the launch. We ran tons of FOMO content in advance of Donutful’s exit that exploded sales and had people buying boxes by the truckload (seriously).

The momentum kept building and we had a record-shattering week of $56,000 in sales, ultimately leading up to $140,000 in GMV in 4 months on TikTok Shop.

That’s not just noise. That’s a full-blown groundswell. We built a creator community, turned Bakeful into a TikTok staple, and laid the groundwork for retail domination in 2025.