Today’s issue focuses on one e-commerce brand that took UGC multi-account marketing to another level.
E-commerce is usually at the forefront of marketing strategies that are later adopted by mobile app marketers.
This case study is about Spicy Cubes.
An e-commerce brand that sells bite-sized, chili-coated gummy “cubes” as a natural aphrodisiac.
They’ve pretty much copied the TikTok-famous playbook from Tabs Sex Chocolate (as well as remixed their product).
Tabs is still operating and allegedly scaled massive micro-influencer campaigns and dedicated accounts before most others.
Scaling The Spicy Cubes Army
When we last covered those “horny” sugar cubes three months ago, they were sitting at 28 million views from seven creators.
Today they operate 39 accounts in total, and ambassadors manage 36 of them.
Their videos have now pulled in 120 million views, 39.5 million of which came in just the last month.
We’ve listed their accounts here, which you can review for free.
With winning formats
All accounts follow the exact same format.
Most clips are filmed from a parked car, so they come across like a friend sliding into your DMs with the latest tea.
They rotate through just a few storylines:
Plot 1 — Spicy cubes sent me to the ER
Wild stories say the cubes hit so hard the users landed in the ER. The clip feels like a close-friends video, letting you peek into personal moments they would normally share only with their inner circle.
Plot 2 — My niece is my husband’s child
Most clips run roughly three minutes.
She turns each one into a full story-time about a messy affair between her husband and her sister.
Halfway through, at 2:23, she brings up the Spicy Cube, describing how her controlling husband freaked when he learned she had taken one without telling him.
Plot 3 — NSFW controversial opinions/experiences
Each video runs roughly a minute. She spins her wild sex stories into bite-size story times, basically an adult “get ready with me while I tell you…”.
Halfway in, she explains it kicked off when her friend Danny suggested they all try something together… you can guess the rest.
Some of their best hooks…
| “My niece was my HUSBANDS CHILD” | 9.5 million views |
| “Am I being crazy ??” | 2.7 million views |
| “QUE PASOOO ????‼️” | 2.6 million views |
| “You’ve been warned ⚠️” | 2.3 million views |
| “Gummmiez sent us to the ER ????” | 2.2 million views |
| “My man can’t keep it in his pants ⚠️” | 1.8 million views |
| “My husband had me like ????” | 1.1 million views |
| “They asked us to swap !! ????” | 0.9 million views |
They also run the same schemes on Instagram with great success.
Comment Reply Strategy
You’ve probably spotted that most of their clips are comment replies on TikTok and Instagram.
It is a really good strategy on TikTok. It helps you create more stories, storyline variations, or continuous parts of the initial story, and it also sparks a feeling of “conversation”/react.
We often do this when we get a viral video: we post a product tutorial when people ask “How do I use it?” or “Tutorial please”.
The algo pushes that video to viewers of the original post.
A peak into their comments section
Responses fall into two camps.
Some become deeply invested in the story, want to know more, and show compassion for the creator:
Others bite the bullet and start wondering what Spicy Cubes are and where to get them.
Latam market
Their top account is Spanish-speaking. Lately, a lot of apps have been tapping into the LATAM market with this same kind of multi-account playbook.
Learning From Their Aggressive Strategy
Every video includes a product mention.
But none of them feel like a hard sell.
The product is baked into believable (but wild) storylines. It’s never the center of attention.
Creators talk straight to the camera in a casual, unfiltered way, like they’re posting to their IG Close Friends.
They’re usually multitasking… doing makeup, sipping something, putting on lip gloss. A trick which helps grab attention and give this “natural” feeling.
They reply to comments in follow-up videos (and sometimes the comments are made up to steer the narrative).
Most importantly, they trigger controversy:
Instead of a bland “I just found these cubes,” it’s “My MIL just gave me aphrodisiac cubes and I don’t know what to do.” That kind of twist makes the story instantly more gripping.
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This strategy needs creators who can actually act and tell a believable story for multiple minutes.
Based on our experience, those are tough to find; and the ones open to pushing wild storylines are even rarer.
So you’ve got to pay them properly.
SpicyCubes do so. Although we don’t have the specific numbers, they must pay an increasing CPM + affiliate on link-in-bio clicks.
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The Social Growth Engineers Team.
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