When EZ Bombs first went viral on TikTok, no one expected a spice blend shaped like a bath bomb to become a household name. But as Ben Amaya, their Director of Marketing, explained in our recent Fireside Chat, “TikTok became our launchpad. Klaviyo became our lifeline.”
Ben and his team used TikTok Shops to introduce their products and build awareness, but they knew the real challenge was converting those views into long-term relationships.
“TikTok gets us seen. Klaviyo helps us stay connected,” Ben said. “That’s how we turned curiosity into community.”
Their growth story echoes the central promise of the Klaviyo x TikTok integration: turning discovery into revenue. TikTok’s vast, engaged audience drives attention, while Klaviyo transforms that attention into actionable data, personalized messages, and repeat sales.
How Klaviyo x TikTok works
Ben’s team relies on both TikTok Lead Ads and TikTok Audiences integrations – two tools that sync attention with automation:
TikTok Lead Ads → Klaviyo Lists
Instant Forms automatically feed leads into Klaviyo in real time, triggering welcome flows or SMS follow-ups within minutes. Ben emphasized, “Speed is everything, if someone shows interest, they should hear from us while they still have the tab open.”
The integration eliminates manual uploads and ensures data accuracy and compliance. Best practices from the guide include:
- Using High-Intent Instant Forms to lower cost per lead by up to 32%
- Triggering a welcome email/SMS within 5 minutes
- Offering incentives like early access or exclusive content
TikTok Audiences → Smarter Targeting
The integration also syncs Klaviyo segments to TikTok Ads Manager, allowing brands to:
- Retarget high-intent subscribers
- Suppress recent purchasers to protect ad budgets
- Build lookalike audiences from top customers
“We don’t just want to show up, we want to show up in the right feed, at the right time,” Ben shared.
The EZ Bombs playbook
Ben’s approach during Black Friday and Cyber Monday was built on three principles:
- Write everything down. “When things move fast, clarity beats creativity,” he said. Each department has written priorities that guide real-time decisions.
- Stay narrow, not scattered.The team identifies a few high-impact channels, TikTok, Amazon, and Klaviyo, and aligns all efforts there.
- Review and react quickly. EZ Bombs reviews 90-, 60-, and 30-day data windows to detect performance shifts early and pivot faster.
Their agility is what allows them to thrive in TikTok’s fast-changing environment. “Every three to six months, the platform evolves,” Ben said. “We evolve with it, but without burning out our team.”
Building community with culture and authenticity
EZ Bombs’ customer base is deeply rooted in Hispanic culture, and Ben attributes much of their loyalty to authentic representation.
“We speak our customers’ language, sometimes literally,” he laughed. “We use Spanglish in content and work with bilingual affiliates. That builds trust.”
Their community strategy focuses on:
- Inclusive storytelling: Multilingual content and culturally resonant visuals
- Feedback loops: Surveys and social Q&As to inform future flavors
- Personal follow-ups: Customer service and SMS flows that keep conversations human
Ben’s reminder: “Representation isn’t a campaign, it’s a commitment.”
Key takeaways for marketers
- Sync fast, follow up faster: Integrate TikTok Lead Ads and set up Klaviyo flows that trigger instantly.
- Segment smart: Use TikTok Audiences to retarget high-intent users and suppress recent buyers.
- Keep testing: A/B test creative formats and email designs, let data guide your next campaign.
- Balance AI with empathy: Automation is powerful, but cultural and personal resonance build loyalty.
- Start with the hardest thing: Whether it’s a campaign pivot or a new flavor launch, momentum follows clarity.
Watch the full Fireside Chat recording below.
Curious how you all are using TikTok. Let me know your thoughts below and if you have any other questions for Ben.
