Mike and Connor, founders of Waterboy, took their functional hydration brand from zero to sold-out success through TikTok's authentic community-building power. With three specialized electrolyte formulas targeting different needs—after a night out, post-workout, and everyday use. They chose TikTok as their primary marketing channel because it was the platform they felt they could "have a shot with a fresh start" regardless of follower count.

In this episode, the Waterboy founders share how a single casual video posted while driving to get mail unexpectedly exploded to 100,000 views and 8,000 followers overnight. Their authentic approach quickly built a community of 25,000 TikTok followers and a 17,000-person SMS list, which ultimately sold out their entire initial production run within just one hour of launching their pre-sale campaign.

What You'll Learn in This Episode:

• The authentic communication style that helped them build a community of 25,000 followers and 17,000 SMS subscribers before even launching their product
• Their "aha moment" when they sent the pre-sale text message and watched their entire production run sell out in one hour
• How their TikTok-first approach allowed them to connect directly with customers to identify pain points and improve both product and experience

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This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.