11M views in 30 days- How we kickstarted FryAway's TikTok Shop launch

Website: fryaway.co

Client Background

FryAway is a value-priced kitchen product with distribution heavily anchored in retail and Amazon. TikTok was not meant to replace those channels, but to fuel demand for them.

When we started:

• No TikTok Shop store
• No creator relationships
• No internal social commerce playbook
• A hard requirement to protect retail margins and positioning

The Constraint

On TikTok Shop, FryAway had to be listed higher than its price in retail and on Amazon/Walmart.

So from a shopper point of view:

They could find the same product cheaper in other channels, yet we still had to drive:

• Conversion on TikTok Shop
  
• Real brand lift that supports retail sell-through and Amazon velocity
  
  

On top of that, FryAway did not have enterprise-level sampling budgets. We only had a couple hundred samples to work with for the entire push.

Strategy: Build A Creator Community, Not Just “Do Influencer Marketing”

Rather than spraying samples to as many creators as possible, we built a highly trained creator community around FryAway. The goal was to turn creators into long-term brand advocates, not one-off posts.

Core pillars:

1. Selective Seeding
   
   • few hundred samples, sent to creators who already fit the audience and content style FryAway needed.
     
   • Prioritized creators who were willing to post multiple times, not just once.
     
     
2. One-on-One Creator Coaching
   
   • We hosted individual calls with creators to review their ideas and content.
     
   • We shared clear frameworks on:
     
     • How to open with a hook that stops the scroll
     • How to demonstrate FryAway in a simple, visual way
     • How to build a story around “cleaner kitchen, easier cleanup”
     • How to end with a strong, natural call to action
       
       
3. Playbooks, Not Scripts
   
   • Creators were not told to read a script.
     
   • They were given playbooks so content stayed on-brand but still felt authentic to their style.
     
     
4. Ongoing Optimization
   
   • We tracked which creators, angles, and hooks were driving views and orders.
     
   • High performers received even closer support and new ideas, so their content kept improving over time.

How The Views Were Generated

Every one of the 60M views came from this creator community we recruited, trained, and supported.

We did not rely on random viral luck. The results came from:

• Tight alignment with creators before they filmed
  
• Iterating quickly on what worked
  
• Encouraging repeat content from creators who were getting traction
  
• Treating creators like an extension of FryAway’s marketing team
  
  

Over time, FryAway built a bench of creators who understood the brand deeply and could reliably create high-impact content whenever the brand needed a push. That is a long-term asset, not a one-off campaign.

Results After Six Months

With no prior TikTok footprint and a higher price on TikTok Shop than in retail and on Amazon, FryAway achieved:

• $100,000 in TikTok Shop revenue
• 60,000,000+ TikTok views generated by our creator community
• All of this with only a couple hundred product samples
  
  

Those views did more than drive in-app sales. They created a halo effect around the brand:

• Increased discovery and trust for FryAway on Amazon
• Stronger pull at retail, where the founder is most heavily invested
• A growing base of creators who now consistently represent the brand
  
  

Take Away

For a brand that lives primarily in retail, TikTok Shop is not just another channel. It is a demand engine that can:

• Put the product in front of tens of millions of highly targeted viewers
• Warm up shoppers who later choose to buy in retail or on Amazon
• Build a trained group of creators who act as always-on advocates for the brand
  
  

FryAway shows that you do not need:

• The lowest price on TikTok Shop
• Massive sampling volume
  
  
  

What you need is a disciplined creator program that:

• Selects the right creators
• Invests in one-on-one guidance
• Builds a community that stays with the brand and improves over time
  
  

For retail-heavy brands, this is the real win: TikTok Shop becomes a media and influence layer that pushes demand into the channels that already drive your business, instead of competing with them.