Contour Cube’s meteoric rise from prototype to seven-figure sales in just two years is a testament to the power of building an engaged TikTok following, even before having a finished product.
Leaning into Scarcity
After an initial viral TikTok post sold out their first 100-unit run, Contour Cube continued promoting the product even when out of stock.
Instead of letting the momentum fade, they cleverly leveraged the scarcity to their advantage by:
- Collecting Emails: Added a waitlist notification signup, gaining 20,000 potential customers to retarget.
- Staying Active on Social: Actively responded to comments about restocking, demonstrating the real people behind the brand, making the customers feel heard.
This strategic approach to scarcity worked in Contour Cube’s favor, building hype and anticipation customers eagerly awaited each restock.
Build Trust with Storytelling
Contour Cube built trust with its new audience by authentically sharing their journey on TikTok.
They showcased behind-the-scenes videos showing the product development process from idea to 3D-printed prototype, which gained over 1M views in a single day.
The founder’s mom nervously shared the product inspiration, driving 7M views and humanizing the brand.
They posted educational tutorials on using the product and recipes expanded their reach into the broader self-care space.
As co-founder Sarah Forrai explained “I now recommend other small business owners start filming every step of their product development and growth journey… Even the small moments that feel boring to you can engage potential customers and make them excited to root for you (and buy from you!)”
Contour Cube took imperfect action and brought their customers along for the ride. Their vulnerability helped turn an audience into a community. This TikTok-first approach to learning alongside their customers continues to fuel their growth.
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