ET #1 - How a Sex Chocolate Brand Made $500K with $0 Ad Spend

Heey 👋🏻

During the weekend, I usually browse through TikTok and Instagram to find interesting e-commerce brands.

And this week something really interesting caught my eye: Tabs. Their approach was different, and I had to find out more.

Tabs makes “sex chocolate,” and they’re really good at one thing: short-form vertical videos.

I found out that Oliver, the owner, had a pretty cool strategy. He focused on putting out a lot of influencer content.

At one point, Tabs had 45 creators making videos for them. Each creator ran different Tabs accounts and posted at least one video every day.

They didn’t just stick to TikTok either—they reposted the videos as Shorts, Pins, Reels, and more.

So, every day, the internet was filled with hundreds of Tabs videos. And it was like a full-scale content blitz, and it totally worked.

Getting one viral video might be luck, but getting a hundred? That’s strategy.

On the photo, you can see that the videos were super short, about 10 seconds, and made by real TikTokers. They fit right in with other content, with no CTAs or logos. The goal was to make people curious.

And boy, did it work. Tabs pulled in half a million dollars in sales without spending any cent on ads.

That’s really shows me how much organic content can work, as most of us putting all of our eggs into one basket - like Facebook.

If you enjoyed this email and you want to help me, forward this email to 2 different people!

The goal is to reach 1,000 subscribers before the end of 2024! 🔥

See you next week,

Vlad