TikTok Made Me Buy It, But Would I Do So Again? A Case Study

Millions of dollars are spent on TikTok every day. Brands are always looking for ways to go viral and sell out of their latest offering, but does virality or a sold-out launch guarantee brand loyalty? Not necessarily, especially if you don’t give your consumers a reason to buy again, become a part of your community, or engage with your brand. You never want your customers to say, “TikTok made me buy it, but would I do so again?”

To illustrate my point, we're going to review my recent purchase from the beverage brand Peshce. I want to use it as a case study to showcase why an enhanced customer experience should be an essential part of your brand-building strategy.

Why Pesche?

During a recent doom scroll, my FYP landed on the functional mocktail brand Pesche. After watching the TikTok from the brand founder, my curiosity influenced me to hit the purchase button.

What intrigued me to purchase Pesche's Mood Mix Starter set? First and foremost, the packaging. I loved the bold colors, the font choice, and the mushroom logo. The visual branding was whimsical and modern. It's engaging, unique, and grabs your attention as you’re scrolling. I’m also a big fan of a good brand story and the chance to support a fellow small business.

Secondly, while I found the "functional" claims interesting, I was more influenced by the opportunity to try a new mocktail brand. I love a good mocktail or flavored sparkling water, and am always looking to expand my options.

What didn’t make me buy it

As I mentioned above, while the functional claims were interesting, they didn’t influence my purchase.

Why? I’m burned out by all the wildly bold claims many green powders, supplements, and wellness brands make, without real data to back them up. Many of the claims these brands make lack scientific evidence or enough supporting studies, while others are misleading and contain misinformation. Hence, my skepticism.

Let me be clear, though, I'm not saying Pesche is doing this or that this is their intention. However, I do think it is a slippery slope for brands in this category. If you have the studies to support your brand's claims, you need to cite them and/or include them on your website, emails, and other marketing materials.

If you do use claims backed by data and science, they should always come from primary sources, not random websites, abstracts of studies, unreliable lobbying groups, ingredient apps, or health/wellness influencers. They should never include information that is not relevant to your brand category or your formulation and ingredients.

It is also important to consult the FDA's guide for labeling of supplements and nutrition, etc., and include the FDA disclaimer: "This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease. Consult your healthcare provider before use if you are pregnant, nursing, taking any medications, or have any medical conditions."

This information and statement are missing from Pesche's packaging. While it is in the FAQs of their website, it should be on each page of the site. I hope they make this update in the future, as it is required.

t's also important to remember that if your brand makes claims about supplements or functional ingredients, you must follow FDA rules for disclaimers. Additionally, be sure not to make claims that could be considered misleading, false, or drug-related, especially if your product isn't classified as a drug.

If you have any questions, consult a regulatory expert or formulator to ensure you are in compliance.

I would also like to see more details about the functional ingredients they use on their website, social media, and emails. Currently, there is some information available in their product descriptions and FAQs, but I think the brand could go further to educate their consumers on the why behind each formulation. As a nutritionist-founded brand, I would love to see her showcase her expertise more. Consumer education is a valuable tool for building trust.

Multiple Touchpoints, Multiple Opportunities

Now that you know a little bit more about the brand, let's explore my after-purchase experience.

My package came very quickly, which is always a bonus. The cans were packaged well, and all four arrived undamaged. But there was nothing else in my box but the can and some bubble wrap. To some, that wouldn’t be a big deal. As a copywriter, I see it as a missed opportunity to further interact with the brand and to encourage repeat purchases.

There was no note from the founders, no product information card, nothing inviting me to sign up for a newsletter or to follow them on social media. After I tried each flavor and tossed the cans, there was nothing left to remind me to buy again or engage with this brand. Maybe I would see them on my FYP page, maybe I wouldn’t.

The copywriter and consumer in me wanted more. I want to know the brand is thankful for my purchase, excited for me to try their product, wants me to be part of their community, and is offering an incentive to keep buying.

The experience you offer your consumers, at every touchpoint, should be memorable and not end once you ship their order. TikTok might make them buy it, but will it make them do so again?

• Competition for consumer attention and retention is fierce

• Constant information overload can make your brand get lost in the shuffle

• Shorter attention spans require a targeted and effective brand strategy

• Your brand has to stand out throughout the customer journey to compete

Since I made my Pesche purchase, the brand has only shown up a couple of times on my TikTok feed. I haven’t received any messages from the brand, as I have with other brands I’ve purchased from, which might influence me to buy. Right now, I'm not sure I'm convinced to repurchase, despite finding the mocktails enjoyable, especially the Lift (peach mango) and Unwind (tart cherry) flavors.

Though my interaction with the brand has left me underwhelmed, I still think there is potential to improve and expand their advertising efforts and consumer touchpoints. I know many brands think going viral is their best and only strategy for growing their brand, but virality can only take you so far. Not to mention, there is no guarantee it will happen, or if it does, that it will lead to long-term success.

You can have a social media-first strategy, as it has the easiest barrier to entry, but it shouldn't stop once you've found success. You have to continue to cultivate your audience through other touchpoints. You don't own any of these platforms, and if they disappear, so does your audience. Not to mention, having one consumer touch-point won't keep your brand top of mind when your consumer is offline or on another platform.

It’s also important to remember, when it comes to your advertising and content strategy, don't forget to make your website, your social, and your newsletter about your audience. Yes, you need to showcase your expertise and knowledge, but it shouldn't be about you alone. Not only does it come across as self-serving, but it’s also BORING.

Ask yourself:

• How does your expertise help your audience?

• How does your unique brand story relate to your audience?

• Is it strategic and creative?

• Does it make your audience stop, stay, engage, and buy?

TikTok made me buy it, but would I do so again?

Let me be very clear, I'm in no way shaming Pesche. They are a new brand with a lot of potential. It might take them a bit to figure things out, but I can’t wait to see what they do in the future. The point of using Pesche as my case study is to illustrate areas where brands might be missing the mark.

If you want to build your brand and foster a long-lasting relationship with your audience, you have to do more than put cans in an empty cardboard box and slap a label on it. You have to remember that every order is part of your customer experience. It’s an opportunity to engage your audience; one that you don’t want to miss.

TikTok might make them buy your products, but you have to make them want to buy it again.

___________________________________________________________________________________________

Need a little customer experience boost on your website, blog, or in your newsletter? Come take a tour of the Creative Capsule Studio and find the right room for your brand.