Brain Blasterz

The objective

Increasing sales for a popular, growing sweets brand

The rapidly growing sour sweets brand, Brain Blasterz, launched in 2011. By 2019, father-daughter team Chris and Emily took ownership of the brand.

By making sour candy with big flavours and fun experiences, the popularity of this sweets brand is growing rapidly. It's now available in over 35 countries worldwide, and still expanding.

Having started TikTok Shop (TTS) in October 2024, the brand has seen great success, working with their agency, Brand Hatchers, who manage their campaigns as well as affiliate relationships.

On TikTok, @brainblasterzofficial has an engaged organic audience of over 35K followers. Their content strategy uses trending audios, along with their regular brand ambassador as the face of the brand - delivering a sassy, fun, and bold tone of voice which matches the product offering. This content strategy has nurtured a highly engaged community which continues to grow with the brand’s popularity.

Having already established a strong brand presence and interaction, the goal for this campaign was to increase sales along with a continuation of their brand awareness.

The solution

The sweet brand adopted GMV Max automation to unlock high creative output and accelerate performance at scale

The driving force behind this campaign was TikTok's GMV Max, an automation solution for TikTok Shop Ads which optimizes total channel ROI. It automates ad delivery by using all available creative assets and optimizes both organic and paid delivery for incremental GMV.

Using GMV Max allowed Brain Blasterz to use a higher number of creatives throughout the campaign, leveraging organic (owned) and affiliate content, allowing for increased campaign performance.

With a heavy focus on content, the brand ensured that their videos were trend-led, creative, aligned with the brand's tone, and avoided content that felt overly product or sales-focused.

With an affiliate-led strategy, promoting bundle boxes specifically to drive higher AOV instead of single SKUs, this was a highly strategic campaign with a pinpoint focus on their key goal of increasing sales.

The results

Astonishing results with 164% GMV Growth

This campaign saw incredible results, with 164% GMV growth, a 128% increase in orders, and a 45% reduction in CPA (£6.25 → £3.93).

One of the key drivers of this high performance was the original content created by the brand's in-house Content Creator, Lily. This enabled Brain Blasterz to maintain a consistent brand voice and respond quickly to trends. Lily actively engages with the audience, often creating content based on comment suggestions, which has helped build a loyal and engaged community. Then, strategically using TikTok Ads to amplify sales-focused content drove strong conversion results.

This campaign is a strong example of TikTok's capabilities in expanding brand awareness and reaching new audiences, especially those within specific target demographics. The platform allowed the sweets brand to engage directly with audiences through trending and creative content, while also receiving support and guidance from the TikTok team to amplify brand impact.

Outside of key performance metrics, the brand's TikTok presence has had a broader influence that has been recognised by Brain Blasterz's clients and industry partners. Many have noted that TikTok activity from @brainblasterzofficial has positively impacted their own sales through distribution channels. This is a testament to the broader value and reach the platform offers.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.