How we Sold Out Wingstop's Merch and Turned Hype into Cultural Commerce
COMPANY
Wingstop
ROLE
TikTok Shop
Wingstop wasn’t just battling fast-food rivals, they were aiming higher.
The goal: evolve from quick-service restaurant to Gen Z lifestyle brand.
Despite strong online traction, the challenge was translating digital fandom into offline action and cultural relevance that lived beyond the plate.
We engineered a merch-first campaign to bridge culture, content, and commerce, using hype to spark real-world impact.
Creator Selection
Partnered with hype-driven creators from fashion, food, lifestyle and culture niches.
Prioritized personalities who could sell out a drop, not just talk about it.
Mixed comedy, commentary, and streetwear-style creators to diversify reach.
Content Strategy
Built limited-edition merch drops and golden ticket incentives around culturally timed moments.
Infused launch content with exclusivity, countdown energy, and in-store CTAs.
Designed every piece of merch to be a wearable extension of the Wingstop brand, streetwear meets craving.
Paid Ads Strategy
Sparked teaser content to drive FOMO ahead of drop dates.
Retargeted TikTok engagers with conversion-focused ads to drive rapid sellouts.
Measured not just GMV, but off-platform ripple effect.
Optimization
Monitored sell-through rate hourly on drop days to adjust creator posts in real time.
Pushed secondary hype content post-sellout to extend virality.
Used community feedback and creator insights to inform future drop positioning.
Here’s what happened when merch met momentum, from TikTok hype to IRL footfall. Cultural capital, converted.
Total Sellout
Every merch item sold out, driven by creator hype, limited supply, and exclusive drops via TikTok Shop.
Cultural Relevance
Wingstop shifted from fast food to fashion flex, becoming a wearable brand that showed up in social feeds and on the street.
Offline Impact
We saw a measurable increase in social buzz, proving that TikTok-driven cultural commerce creates real-world returns.