Daily News | Scrub Daddy’s CEO says the brand’s ‘more edgy’ TikTok presence is paying off
Scrub Daddy has also taken some chances by being “a little more edgy” on TikTok, Krause said. Last year, Scrub Daddy said it had earned some $332 million in retail sales since appearing onin 2012. The privately held company does not release annual revenue figures, but has said that sales are increasing at a rate of 30% a year.
“I wouldn’t have bought one if it weren’t for TikTok,” said Lillian Barkley, a journalist who lives in Washington, D.C. She credited her conversion to a CleanTok influencer who did a direct comparison with a regular sponge. “It’s basically the same as any TV product demo, butbuilds trust that you can’t quite get from a spokesperson.”
When it comes to TikTok’s effect on sales, Krause gained insight during what he called a “media blitz” the company launched in the Atlanta area across TV, radio, and billboards. He said when the team tried to determine if there was an increase in sales at Scrub Daddy’s largest retail partners in the area, such as Walmart and Target, “it was so difficult to actually see if the sales went up.”
Now, Krause said he knows “immediately how many people saw [a TikTok].” If 2 million people watch a video, 250,000 people liked it, and 3,000 commented on it, the CEO said he can track TikTok users following the link from a video to the company’s Smile Shop to make a purchase. “I know exactly the ROI on that. You can’t get that kind of data anywhere else,” said Krause, who says he sleeps “like three hours a night” and reads every social media comment.
Brand awareness comes from more than Scrub Daddy’s own content. One of TikTok’s most notable creators at the height of the pandemic, Addison Rae, posed the question “
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