Goli filed for bankruptcy - and then discovered TikTok Shops

We just dropped a funnel breakdown on Goli’s Ashwagandha Gummies Funnel inside the Funnel of the Week Members Area:

Go here to check it out

You probably know Goli, it’s the world’s first Apple Cider Vinegar Gummy.

...And they have a crazy story:

• Launched on Amazon in 2019 & sold 350k+ units in < 6 months

• Achieved $502 million in net sales within 26 months

• Quickly built up a retail presence at CVS, Walgreens, and Target

But then they hit a few bumps…

• 2022: Hit with a class action lawsuit by customers over their Ashwagandha Gummies product

• 2023: Sued for $200+ million

• 2023: Another lawsuit, this time for a whopping $900 million

As a result of all this drama, revenue tanked:

From $500M in 2021 to $118M in 2023.

And then in March 2024, they filed for bankruptcy…

…and sold to new partners to avoid liquidation.

BUT - after selling?

Goli has pivoted and returned to their roots as a scrappy DTC brand.

And as 2024 progressed, they've emerged from the ashes like a phoenix.

Because 2024 was also the year Goli “cracked the code” on TikTok shops.

Here’s what they did:

Goli collaborated with nearly 5000 creators who collectively produced over 177,000 TikTok videos in just 30 days.

The result?

$4.1M in revenue, within 30 days of launching.

Since then, Goli has used TikTok Shops to not only directly generate revenue, but also via "halo effect" boost retail & ecomm sales.

We broke down their top 4 video ad frameworks from the best performing TikTok Shop creatives inside this week's Funnel of the Week breakdown.

PLUS - we of course went through their whole DTC funnel…

And we get into the details about what their DTC funnel actually does WRONG when it comes to:

1) upsells
2) driving subscription revenue

Are they leaving money on the table or are they playing a different game altogether?

You be the judge!

Go here to check it out inside our latest funnel breakdown in the Funnel of the Week Members Area.

Already a member? Here's a direct link to the post.

And if you’re not yet a member…

Go here to get access to the Funnel of the Week Members Area

Enjoy!

The Funnel of the Week Team

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More on What’s Inside Funnel of the Week Members Area

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That’s all for today.

Have a great week!

The Funnel of the Week Team

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