554Do you all know theBoomBoom brand?
This brand was originally a “nobody” in the US healthcare market, selling the simplest of products—a nasal inhaler stick. For over a year after launch, its performance was lukewarm, selling just a few units per day.
But unexpectedly, this “underdog” suddenly went viral on TikTok last August! Sales skyrocketed.
As of now, BoomBoom’s sales on TikTok Shop US have exceeded357,700 orders, with revenue reaching$6.25 million (about 45.55 million RMB).
Aren’t you curious how such an unremarkable little gadget could cause such a stir on TikTok?
Don’t worry, let’s dig into this brand together!
Image source: EchoTik
How “addicted” are Americans to nasal inhaler sticks?
Let’s look at the data: In the past month, BoomBoom sold142,900 nasal inhaler sticks, with sales of$2 million (about 14.58 million RMB), and a unit price of$10.05.
Image source: EchoTik
Don’t underestimate these numbers—they reveal a hiddenrigid demand
· Office workers get dizzy from overtime, one sniff and they’re instantly refreshed;
· Students pulling all-nighters rely on it to stay awake and avoid dozing off;
· Long-haul drivers squeeze it a couple of times to stay alert and fight fatigue.
Simply put, feeling groggy has become the norm for modern people, and BoomBoom directly calls out: “$10 won’t make you lose out, but it can buy you a good day!”
Image source: BoomBoom
Relying on influencers for a “comeback”
BoomBoom’s explosive popularity is absolutely inseparable from theTikTok influencers’ “screen-flooding support.”
After checking third-party data, it’s clear that influencer marketing contributed greatly to BoomBoom’s sales, accounting for as much as98.41%, with sales exceeding$6.15 million (about 44.82 million RMB). This shows that influencer collaboration is crucial to BoomBoom’s success.
Image source: EchoTik
· Influencer videos for sales
Data shows that in the past month, BoomBoom collaborated with6,300 influencers for large-scale video promotion, releasing a total of9,100 videos, with total views exceeding65.7 million and nearly1.9 million likes. These numbers are quite impressive even among similar brands.
Image source: EchoTik
Unlike many brands that only favor top-tier influencers, BoomBoom’s partners are“blossoming everywhere”, covering top, mid-tier, and micro-influencers. This all-round layout allows the brand to leverage the influence of top creators to expand its reach, while mid- and micro-influencers help penetrate more targeted consumer groups.
Most of the videos posted by these influencers are close to real life, often showing BoomBoom’s nasal inhaler stick in use to demonstrate its real-world effects. Viewers who need relief from nasal congestion or instant refreshment are easily attracted after watching, leading to a desire to place an order.
Image source: TikTok
Take the top influencer@nathantriska with9.9 million followers as an example. His content style is light and fun, and he’s good at testing products in real-life scenarios. In collaboration with BoomBoom, he posted69 related videos, and with his strong fan appeal, brought in31,200 orders and total sales exceeding$530,000. Such results show the extraordinary sales power of top influencers.
Image source: EchoTik
· Influencer live-streaming sales
BoomBoom has also gone all out in live-streaming sales, achieving remarkable results.
In the past month, BoomBoom collaborated with influencers for945 live-streams, with sales exceeding60,100 units and revenue reaching$910,000 (about 6.63 million RMB).
On average, each live-stream sold63.5 units, with per-stream sales of$963. That’s an average of31 live-streams per day, and the high frequency keeps the brand’s exposure and buzz going strong.
Image source: EchoTik
Among them, the most successful live-stream was with influencer@mmy52230ujs. A single15-hour 14-minute marathon live-stream attracted22,200 viewers, with an estimated24,300 units sold and sales of$1.08 million (about 7.87 million RMB). These results are quite impressive.
Image source: EchoTik
Account operation with a method
In addition to influencer collaborations, BoomBoom has also launched and operated its own official account.
Currently, the brand account@boomboom has attracted over50,900 followers and2 million likes. Although the follower count isn’t huge, the account’s content style is distinctive, and its down-to-earth approach has successfully attracted its target audience.
Image source: TikTok
BoomBoom’s account operation emphasizes“authenticity”. The content doesn’t rely on fancy editing or exaggerated marketing, but instead randomly finds passersby on the street to try the nasal inhaler stick on the spot and share their most direct impressions. Each video is usually kept under20 seconds, concise and to the point.
Such video content helps increase viewers’ trust. When they see the real effects, their willingness to buy the product increases, which helps drive conversions.
Image source: TikTok
The brand also does a great job interacting with fans. When fans ask questions or inquire about experiences in the comments, BoomBoom responds quickly. This kind of interaction makes fans feel valued and increases their goodwill. After all, who doesn’t like a brand that responds to their questions promptly?
Image source: TikTok
Viral formula = real demand + authentic content
It’s not hard to see that BoomBoom’s “comeback” didn’t rely on high-tech marketing, but simply did two things:
1. Targeted the pain point of modern people’s “breathing anxiety,” solving a big problem with a $10 gadget;
2. Let users be the spokespersons themselves—influencers make videos, passersby share their feelings, and live-streams show real-time effects, all “organic buzz.”
So, want to go viral on TikTok? Blind marketing won’t work.
If your product meets a real need, your content is authentic, and your marketing is reasonable, then you’re not far from going viral!
