Candy Works – UK TikTok Success Stories
Candy Works is a great example of the best brand marketing on TikTok.
We will break down their phenomenal journey to TikTok success.
We ranked them at number 3 in our best UK brands on TikTok 2021 report.
Candy Works specialises in unique custom pick ‘n’ mix sweets with a range of confectionery to choose from, including imported sweets from abroad.
Sophie and Ryan Taylor are the husband and wife entrepreneur duo who founded the company.
Photo: Jonathan Gawthorpe
Their Journey
Sophie and Ryan turned their business into a viral sensation on TikTok, and they didn’t get there with luck!
They only had £400 to begin with.
The couple came up with the idea for Candy Works during the pandemic and used the rapid growing popularity of TikTok to market their business.
Candy Works recognised that TikTok was a new and important platform to tap into for their brand.
Sophie says, “It was like the old school sweet shops were a bit stuck in the past. No one seemed to cater it towards the younger generation and no other sweet shops in the UK were using TikTok whereas we spotted that as a new and upcoming thing.”
Ryan, 34, a former sales director, told the Yorkshire Evening Post, “The first couple of videos that we posted pretty much went viral and off the back of that we got 1,000 orders overnight.
We were just working in the spare bedroom of the house for the first week and only had £400 worth of stock so we had to rush out and get suppliers”.
With over 1.3M TikTok followers, Sophie started off as the face of the company.
She posted daily content, ranging from sweet mixing and tasting to order packing videos.
Along with the implementation of popular trends, sounds and challenges popping off on TikTok.
They have managed to amass over 42M total views on their account.
Some of their most viral content has surpassed 5M-10M views.
What can brands learn about TikTok marketing from Candy Works?
What has specifically driven Candy Work’s rapid success as one of the best examples of brand marketing on TikTok is the engagement and interaction they have with their followers.
With a consistent use of creating content based around replying and engaging with their followers, they have built a personalised bond with a loyal audience base who absolutely love what they’re about.
So listen to your audience, reply to your audience and continue to build your following.
