CASE STUDY: Ripple+

QuitTok: The Movement That Hit 1.6M+ Views

1,600,000+Views

CASE STUDY: Ripple+

QuitTok: The Movement That Hit 1.6M+ Views

1,600,000+Views

6 Creators

120% To Target

1,600,000+Views

May - June 2023

120% To Target

1,600,000+Views

May - June 2023

6 Creators

The Challenge

Ripple+ wanted to shift the narrative around quitting nicotine, away from shame and towards empowerment. With plant-powered alternatives and a bold anti-nicotine message, the brand needed creator content that could break through the noise on TikTok, spark meaningful engagement, and inspire real behavioural change.

The Solution

We partnered with a dynamic group of creators who brought authenticity, relatability, and creative flair to the quitting journey. Each creator followed one of two storyboards:

#QuittingJourney – Personal stories of ditching vapes and embracing Ripple+ as a new ritual.

#F*CKNicotine – High-impact visual metaphors, including vapes tossed into black coffee and dramatic transitions to Ripple+ puffs.

These formats were tailored to generate curiosity and emotional resonance, while clever edits, visual storytelling, and direct CTAs (“link in bio”) maximised performance and replayability.

Solution Highlights:

💡 Relatable Storylines: From personal “day one” vlogs to bold “vape smashing” visuals, creators turned Ripple’s mission into binge-worthy moments.

🌱 Cultural Relevance: Ripple’s plant-powered ethos was reinforced through creator dialogue and visual cues.

📱 Multi-post Activation: Select creators posted multiple videos, helping reinforce brand recall and drive further engagement over time.

🎯 Conversion-Focused: Every post included a clear call to action leading to deep links, wrapped links, and TikTok Shop touchpoints.

The Results

📊 Total Views (Creator Content): 1.62M+

🎥 Top Creator Performance:
@kevboyperry: 527K+ views across two videos
@griggstv: 367K+ views, consistently strong engagement
@willyumgregory & @rellchosen7: Both surpassed 130K+ views

📈 Sustained Growth: Content continued to gain views well beyond initial post dates, showing long-tail discoverability.
🔗 Clicks & Conversions: Creators utilised bio links and branded landing pages, supporting a clear user journey from interest to purchase.
🧠 Cultural Impact: The anti-nicotine message didn’t feel preachy; it felt personal, empowering, and TikTok-native.

Why It Worked
Authentic Narratives: Rather than branded scripts, creators delivered unscripted, vulnerable moments that mirrored real quitting experiences.
High Visibility + High Credibility: Partnering with large creators like @kevboyperry brought instant reach, while keeping the tone honest and grassroots.
Retention-Driven Edits: Engaging visual cues (e.g., pouring vapes into coffee) and emotionally compelling hooks encouraged viewers to watch till the end.
Platform Fit: From trending audio to TikTok-friendly pacing, this campaign lived natively within the For You Page ecosystem.