Tabs Chocolate growth strategy

Oliver's friend spotted a viral TikTok (8M views, 2M likes) reviewing a sex chocolate. Oliver investigated and found the brand had zero web or social presence, confirming the concept was validated for virality but the market was wide open.

Googled 'chocolate contract manufacturer,' scraped the first 20-25 pages of results into a spreadsheet, then cold-called and emailed every manufacturer to find a small one willing to work with a new brand. Sourced boxes from China and chocolate/supplements from US manufacturers.

Deployed a network of content creators posting native-style short-form videos on TikTok, Instagram, and YouTube. Videos mimicked trending sounds and formats to appear organic rather than promotional.

Scaled the creator network to 60+ active content makers posting across thousands of accounts daily, generating hundreds of videos per day reaching millions of people. Kept content native and trend-aligned at all times.

Took the highest-performing organic creatives and paid large meme pages (tens of millions of followers) to repost them, amplifying reach without traditional paid ad spend.

Ran a small amount of Google Ads as a supplementary paid channel alongside organic efforts.

Deployed email and text message marketing as a bottom-of-funnel retention channel to convert and re-engage existing customers.

Focused on building a cult-like brand identity (not dropshipping) to create Evergreen repeat customers. Reinvested every dollar of profit back into inventory and content to fuel compounding growth.