- Lucy Hitchcock started her second business partner at Wine during the UK’s first COVID-19 lockdown.
- Hitchcock wanted to emulate other small businesses that have popped up on TikTok to share their travels.
- She made £30,000 in sales in three days after she acquired TikTok and secured partnerships with supermarkets.
In July 2020, Lucy Hitchcock established her second business partner at Wine to produce insulated bottles of wine and glasses for picnics in the park, when pubs and bars closed during the UK’s first COVID-19 lockdown.
Since she already had a profile as the founder of digital marketing agency Sassy Digital, Hitchcock initially used her personal social following on Instagram to market her new business, before “dipping her toe” at Christmas 2020 on TikTok, where 28-year-old businessmen had heard About small businesses that achieve success through rapid expansion.
After two months of “experimenting” with the platform, observing other small businesses and “unpicking” their successful videos, Hitchcock discovered that the roughly one-minute videos of business owners telling their project story from idea to prototypes to sales lasted. Widely.
“You know that kind of thing happens but it doesn’t happen to everyone,” Hitchcock said. “But I thought the Partner in Wine story was pretty good. Maybe I’ll try to tell it on TikTok.”
In a 54-second video (which took three hours to produce), she tells the story of her work, how she told her friends.
“I’ve seen other people do this, and I kind of got the platform, so I added a popular voice, and I added popular hashtags or hashtags that I thought would work with this video,” Hitchcock told Insider. She posted the video at 11am on Wednesday and took her day.
The next morning, Hitchcock woke up to find hundreds of sales notifications on Shopify that “keep coming like ping and ping and ping and ping.”
She thought she had accidentally logged into one of her client’s accounts, before realizing it was her own.
She texted her mom to say “Something weird is happening.”
At the time, Shopify didn’t track sales made via TikTok, only Instagram, so Hitchcock had to investigate the source of the stream. She realized that her TikTok video went viral, racking up 150,000 views in less than 24 hours.
“Every time I updated it, it was up by nearly 20,000 views at a time,” she said.
She said that friends who didn’t even have TikTok texted her to say their friends were talking about a business they found called Partner in Wine.
On March 4, the day the video went viral, Hitchcock made sales of nearly £14,000. By the end of the month, the company had produced 43,000 pounds, which is more than what the company had achieved in the first six months.
After this video, Hitchcock was approached by chains Selfridges and Oliver Bonas to be stocked in their stores, as well as taking corporate orders from brands like Nails Inc and Elizabeth Arden.
Prior to the viral video, Hitchcock posted several shorter TikToks about her work story but said these weren’t as high quality as the viral ones.
“It’s more quality than quantity,” Hitchcock said. “You really can’t create content if you don’t spend any time on the platform.
“It’s about observing, watching, listening, and when you have the confidence and the idea, go and do it. This is the best advice I can give.”
Hitchcock said she believes the business story video worked because “people love the story.”
“I posted another video of my story… within an hour it got 20,000 views,” she added.
One of the lessons Hitchcock took from the viral video Partner in Wine, which she uses with her clients Sassy Digital, is that small business owners should be the face of TikTok for their business because “being small is great” on the platform.
“You can do it in tandem if you want to or as a hobby or you can turn a hobby into a business from the living room, and in this day and age, that’s the norm. It’s what TikTok allows people to do,” she said.
The digital marketer now posts three times a day to her Wine partner account.