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@theshelfnyc — 20x breakout selling The Shelf | Overshot

Locked — upgrade to Pro to open.Open on TikTokPro

19.6×OtherPOV / Skit hookLifestyle

Hook

Princess, look out the window.

@theshelfnyc

3.0K followers · usually 951 views a post

Views

18.2K

Likes

1.5K

Comments

3

Shares

5

SoundTikTok sound · original sound - lukeshagwell

Promoted product

The Shelftheshelfnyc.com

At The Shelf, we’re taking the fun in snacking back. No guilt trips, no bland bites, just curious, crave-worthy finds that are good for you and actually taste good. We do the discovery, you do the enjoying.

Why it worked

The video uses a nostalgic audio trend and high-quality, aesthetic cinematography to create a 'dreamy' brand identity that feels like a lifestyle experience rather than a traditional advertisement.

Summary

A founder showcases the grand opening and interior of her retail store, The Shelf, in New York City. The video highlights the curated snack selection and the store's aesthetic.

Structure

1Applying window signage
2Welcoming the viewer to the store
3Touring the snack shelves
4

Original caption

I was born to be a snack princess 👑 #theshelfnyc #princessdiaries #nycstore #founderstory #cpgnews

More from @theshelfnyc

More breakout videos from this creator.

Showing the store interior

5Printing a photo at the kiosk

Product placement

The Shelf retail store is the central subject of the video.

On-screen text

The Shelf On the shelf Take a pic here

Transcript

Princess, look out the window. And welcome to Shenovia. On the shelf. When you believe.

Add twirling to my resume 🤝 #founderlife

25.6Kviews·@theshelfnyc

The Shelf opening May 15 in Greenwich Village… we aren’t just a snack pantry thi

9.0Kviews·@theshelfnyc

This is your sign to come to the shelf and see all the brands you’re seeing onli

9.0Kviews·@theshelfnyc

I love watching all of the shelf and emerging brands grow it actually gets me so

Brineborn Pickles

8.8Kviews·@theshelfnyc

here’s what I put in the breakup care package @Princess Probiotic @Vaca Chips @D

8.3Kviews·@theshelfnyc

see u at the shelf? #retaillife

You already know The Shelf. Welcome to The Cellar. New York’s hottest club📢 #st

6.3Kviews·@theshelfnyc

we couldn’t resist… another pop-up. @JuicePress 🤝 The Shelf

5.8Kviews·@theshelfnyc

You go to the shelf to try 1 and then you have a reason now to order the 12 pack

5.6Kviews·@theshelfnyc

this is why The Shelf exists.. to fix what you thought you knew about snacks. @

Caltein Protein Butter Cookies

5.3Kviews·@theshelfnyc

Comment your most unhinged latte flavor idea & we’re making ONE of them our secr

4.9Kviews·@theshelfnyc

And just like that. The Shelf in Greenwich Village opening this July🍦 #newstor

4.9Kviews·@theshelfnyc