Beauty brand Cakes wants to turn its TikTok virality into an owned media strategy
Digiday ·
Cakes is launching Cakes Media to shift from paid TikTok views to a permanent, brand-owned audience as ad costs climb.
Beauty brand Cakes Body is betting that it’ll maintain its viral momentum by bringing some of its brand marketing in-house.
The TikTok viral brand launched its own entertainment company called Cakes Media last week to “operationalize virality in a way that makes our overall business more profitable,” said Taylor Capuano, co-founder and chief creative officer at Cakes.
Cakes Body founders (and twin sisters) Capuano and Casey Sarai largely built their business through founder-led storytelling and TikTok viral videos rather than spending on traditional brand marketing. The company, which appeared on Shark Tank, launched in 2022 and grossed $100 million in sales in three years. Cakes has taken over social media feeds with its own founder-led social media content, creator content becoming popular, similar to brands like Bogg Bag or Stanley. ( Read Cakes Body’s advice for TikTok success here. )
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