How one recipe video sold out Heatwave in three hours
ClientHeatwave
IndustryFood and beverage
ServiceUGC ads
PlatformsTikTok, Reels
Timeline4 weeks
1.4Mviews
3 hrsto sell out
96Klikes
01 · The challenge
Heatwave was launching a new hot sauce with almost no paid budget behind it. They needed proof the product could sell before committing to a bigger order.
02 · Our strategy
Instead of a product ad we made a recipe video, then cut it into six hook variants. Creator whitelisting let us put it in front of food lovers from a trusted handle.
03 · Hooks we tested
“POV: you put it on everything”Winner
“The sauce that fixed my eggs”Winner
“I tried every hot sauce so you do not have to”Retired
“3-ingredient dinner, one sauce”Retired
“Restock alert”Winner
04 · Execution
1 recipe shoot
6 hook variants
Creator whitelisting
Organic and paid versions
Restock teaser cut
The creative
Videos from the campaign
POV: you put it on everything
The sauce that fixed my eggs
I tried every hot sauce so you do not have to
“We were not ready for it. Now we plan inventory around their content calendar.”
Dana W., Pacewell
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