Teeling Whiskey
Viral Case Study
50,000,000+ Million Organic Views in 2 Years
The goal?
Increase Teeling Whiskeys followers on social media by going viral without ad spend.
Follower Growth
Teeling grew from 900 followers to 73,000 on Tik Tok in just 2 years with zero ad spend.
2022 - 900 Followers
When we started with Teeling, they had 900 followers on Tik Tok. Within the 1st 6 months of working with Teeling follower growth and views were not too strong. We only had 2 viral videos which got 1,000,000 views.
The number one metric to go viral on social media is watch time, how long someone watches your entire video. Our videos were retaining around 30-40% of the audience at the 10 second mark. As we later learnt we needed it higher, around 50-60%.
We were testing different content ideas, scripts and hooks to see how we could increase watch, constantly analysing our content.
Old Fashioned Cocktail - 800,000 Views
2023 - 32,000 Followers
In Septetember 2023 we started having some semi viral videos at 200-500k talking about bartendering and doing sketches. In December 2023 as we had a breakthrough with a video called ‘3 Things Bartenders don’t tell you’. It got 10,000,000 organic views with 60% of the audience still watching at the 10 second mark
We realised a few things from all our testing
Bartendeing Topic - This topic of behind the scenes of being a bartender was interesting to a general audience
Sketches - Having funny sketches like ‘How NOT to order a drink’ really entertained our audience
Hooks - The 1st 3 seconds is super important when going viral so a lot of our time was spent on deciding what the 1st setence was and if it could go viral
3 Things Bartenders Don’t Tell you - 10,000,000 Views
2024 - 73,000 Followers
2024 we took our learnings and thing’s really started to explode getting multiple videos and concepts to millions of views all whilst advertising Teeling’s Whiskey in every video.
With this major growth your we realised the keys to going viral were:
Scripting- Videos need to be scripted and adhere to a unique scripting structure we developed to retain maximum audience retention.
Create Series - If a video did well we would create a part 2, part 3, etc if possible. Because the 1st 3 seconds worked previously the video would nearly always work again. We currently are on 12 parts of ‘3 Things Bartenders don’t tell you’
Cocktail Videos - Cocktails initially did not work when just shot visually. They got around 1k views. When we added narration they would get 5-50k views. But when we added a roleplay at the beginning of a customer ordering the cocktail they started to get millions of views e.g. How to make a hot Whiskey at 2.2 million views
Hot Whiskey Cocktail 2,200,000 Views
Teeling Whiskey Testimonial
“Vertical Productions were outstanding to work with to grow our follower acquisition, build engagement and enhance our overall brand content across TiKTok at Teeling Whiskey Company. They exceeded our expectations in all aspects, and they remained ever nimble, meticulous in analysing and improving our performance, and receptive to the demands of the company. Would highly recommend!”
Content Pillars
Cocktails
Example: Teeling Whiskey Sour Cocktail - 900,000 Views
Example: How Different Generations Order a Drink- 2,900,000 Views
Sketches
Example: Adding Water to Whiskey - 1,800,000 Views
Bartending
Brand Only
Example: Teeling’s Logo 48,000 Views
