TikTok-Friendly Merchandise: Turning Gift With Purchase into Viral Brand Assets
1. Why TikTok-Friendly Merchandise Works
Short-form platforms like TikTok thrive on content that’s visual, emotional, and surprising. With the right approach, even a low-cost freebie can become the spark for millions of organic impressions.
Merchandise today isn’t just about gifting—it’s about storytelling and content generation. When brands design for video, they turn giveaways into high-impact TikTok moments.
2. Campaign Spotlight: Ben & Jerry’s Socks
Created by DTC World, the Ben & Jerry’s gift-with-purchase socks campaign was a standout example of how clever packaging and consumer psychology can drive viral engagement.
What Made It Special:
Customers who bought 3 pints of Ben & Jerry’s (via GrabMart, RedMart, or in-store) received one of four collectible socks.
The twist? Each pair of socks was packaged inside a custom-designed Ben & Jerry’s ice cream pint tub. These containers looked exactly like the real product, complete with branded labels and flavor-specific colors.
What Went Viral:
The packaging sparked a trend of “ice cream prank” TikToks, where creators tricked friends and family—especially children—into thinking they were opening a tub of real ice cream, only to find socks inside.
One popular video captioned “Told my daughter she could have Cookie Dough after dinner…” went viral for its hilarious twist. Other creators showed off their sock collections, styled like a dessert bar.
❤️ Why It Worked:
- Prank + delight: Emotional, funny, and safe—ideal for TikTok’s tone.
- Packaging-led storytelling: A gift that told a jokebefore it was opened.
- Collectible appeal: Four unique designs encouraged repeat purchases.
3. Campaign Spotlight: Zus Buddy Plushie Blind Boxes
The ZUS Buddy plushie campaign, launched across both ZUS Coffee outlets/app and EMart24 Malaysia, took science-backed merch strategy a step further by adding a rare “mystery buddy” into the mix.
What Made It Special:
- Customers who spent RM25 or more received a blind-box ZUS Buddy plushie—each representing a unique emotion likejoy, sadness, fear, or anxiety.
- The rotating weekly drop mechanic created urgency and sustained interest across multiple weeks.
- Plushies were well-designed, compact, and irresistibly cute—perfect for pocketable content.
- On top of the six main characters, there is a1-in-50 chance of pulling a secret mystery character, creating an extra layer of excitement for collectors
What Went Viral:
- TikTok users posted unboxing content with titles like “How to Open ZUS Buddy” or suspenseful “blind-box surprise” videos
- The rare secret plushie generated additional buzz as collectors shared their lucky finds, driving secondary UGC and social shares.
- Availability via both ZUS Coffee and EMart24 extended campaign reach, making it easier for fans to find and complete their collection.
Why It Worked:
- Emotional + Surprise: Emotions tap into personal stories; the secret buddy added thrill.
- Collectible + Scarcity: Weekly rotation and mystery versions encourage repeat visits.
- Cross‑Channel Strategy: Present at multiple touchpoints, strengthening brand awareness and visibility.
4. How Brands Can Launch a TikTok-Ready Gift Campaign
These campaigns prove it’s not just the gift that matters—it’s how you deliver it. Here’s how to build your own viral-ready gift-with-purchase strategy:
Design for Reactions
- Choose merchandise that’s cute, clever, or surprising (e.g., socks in tubs, plushies in boxes).
- Use packaging as part of the storytelling—aim forunexpected reveals.
Launch with Shareability in Mind
- Pair the item with aspend-based promotion or product bundle.
- Give advance samples to micro-influencers with strong engagement rates.
- Encourage hashtag usage and trend participation (e.g., prank formats, collection reveals).
Measure What Matters
- Monitor TikTok/Instagram hashtag reach and UGC content volume.
- Track redemption rates and any repeat purchase lift.
- Analyze consumer sentiment from comments and reactions.
5. Final Thoughts
Promotional gifts are no longer just a nice-to-have—they’re brand-building tools when thoughtfully designed for social media.
From Ben & Jerry’s socks that doubled as ice cream pranks, to cute blind-box plushies, these campaigns prove that merchandise can go viral when it’s surprising, emotional, and fun.
At DTC World, we specialize in designing TikTok-ready, sales-boosting gift-with-purchase merchandise for brands across APAC.
Contact us to create your next viral moment—one unforgettable gift at a time.
