Organic Worlds

98M+ views with 60K+ new TikTok followers in 1 year

Elite Eleven was already a well-known activewear brand, but their TikTok was stuck at low views, leaning on borrowed UGC and looking like every other label on the feed. We turned the channel into a TV show built around the brand’s own people and places. In 12 months that brought in 60K+ new followers, 15 videos past a million views and $350K+ in organic revenue.

Three Elite Eleven models in matching activewear on a palm-lined path

$350k+

Organic revenue

60k+

New followers

Videos past 1M views

98m+

Reached in 12 months

The challenge

All activewear looked alike. How do you stand out?

Elite Eleven were already a well-known brand, but their TikTok content fell flat, stuck at low views and solely revolving around UGC, giving them no unique edge against the countless other activewear brands posting online.

They were using content from other creators with no consistency or longevity on the channel, different locations in every video, and everything was about the aesthetics of the product, pushing for a sale.

And they weren’t only competing against competitors in a booming activewear industry. They have a vast range of SKUs that look near-identical on camera, leaving an e-comm customer unsure of what to purchase.

What was the problem

Their channel had no unique edge. No consistent locations, and using models and UGC creators meant their content looked exactly like their competitors’.
Aesthetics-led wasn’t landing. Their content may have looked pretty, but it had no substance or personality, giving people no reason to keep coming back.
An extensive product range was a barrier to purchase. A variety of similar SKUs made it hard to tell the difference between products, meaning viewers were less likely to convert.
Poor SEO. Content either wasn’t getting categorised, leaving it stuck at low views, or was getting categorised incorrectly because there was no keyword strategy.

The solution

Make Elite Eleven the TV show, not the ad break

We carved out exactly who Elite Eleven is as a brand, from the people to the stories to the journey, and crafted a custom strategy that transformed their content into a TV show their audience couldn’t stop watching. Using their HQ and their stores as primary locations, we gave people a peek behind the scenes of the business, making them feel more connected to the brand. Through our tried-and-tested pre-hype formula, we turned things like store openings into viral content moments, turning online activity into offline conversions. By working closely with the team, we drew out their dynamics, humour and personalities so they could shine through in the content, for their audience to enjoy too.

Every event was built as an arc, not a standalone post. The audience was warmed into it, taken along every step of the way, and left excited to see the next instalment.

Two Elite Eleven team members in matching navy Eleven Sporting crewnecks and grey shorts

What we built

Our unique approach to turn a brand feed into a bingeable world.

A recognisable world

Fixed filming locations, recurring characters and a unique brand voice, so the content feels unmistakably Elite Eleven.

Signature ideas that go viral and convert

From engaging storytelling series to entertaining desk interviews to educational product walkthroughs, we created signature concepts that resonated with the audience time and time again.

Repeatable, tried-and-tested frameworks

With lots of new store openings and product drops, we carved out a content protocol covering teaser content, pre-hype, launch and post-launch, so the team felt confident executing large volumes of content.

An expert search strategy

Keyword and location SEO carried across spoken script, on-screen text, description and hashtags, so content gets categorised and keeps working instead of churning in a matter of days.

The result

A brand people recognise before they see the logo

Elite Eleven no longer looks like just another activewear brand. It feels like a genuine community that even new viewers can immediately be part of. The channel now covers the full funnel, from viral reach and storytelling through to product and community, so the results aren’t a lucky viral run. They’re a repeatable system.

That’s how we’ve had countless viral videos that don’t just look pretty but actually drive conversions. The secret to TikTok isn’t trying to sell more. It’s leading with personality, because people buy from people, not brands.