- Platform
- TikTok
- Market
- United Kingdom
- Posted
- 14 March 2022
- Creators
- 19
For Wholee's UK launch, Impact Origins cast 19 UK TikTok creators to film a 'bought vs got' unboxing of real orders and post on the same day; the videos still up have 21 million views, one of them 18.3 million.
The videos, still live
The original posts, still up. Tap any video to watch it where it was posted.
The brief
Wholee, a wholesale marketplace, was opening to UK shoppers in early 2022, and nobody there had heard of it. The brief was to launch with UK creators, then turn the best videos into TikTok ads. The format was “bought vs got”: show what you ordered, then show what actually turned up.
What we ran
Real orders
Creators picked products on Wholee’s UK site and we placed the orders, so every unboxing was genuine. One creator chose a garlic crusher because it was the kind of thing that would arrive exactly as pictured. Others went for clothes and homeware. Every video carried #Wholee, #Boughtvsgot and #ad.
19 UK creators
Comedy, home, lifestyle and fashion accounts, from a few hundred thousand followers to several million.
One posting day
The videos went up together on 14 March 2022, so a brand nobody knew showed up everywhere at once.
Reposted for ads
For paid media, creators reposted their videos without the TikTok watermark and shared boost codes, so Wholee could run them as ads from the creators’ own accounts.
What came out
The videos still up have 21.2 million views and 294,000 likes. @dabigmaks’s alone reached 18.3 million, and two more passed a million each.
Why it worked
Nobody can promise an 18-million-view video. What you can build is the setup that gives one a chance: nineteen creators, one format, one day. The format did the rest, because it answered the first question anyone has about a new marketplace, which is whether the stuff is real.
