In a season filled with gift-giving traditions, one small Sri Lankan business is taking holiday cheer to a whole new level—starting from the feet up. Doodle, a vibrant and quirky sock brand, has captured the imagination of those who love to wear their personality on their sleeve—or in this case, their ankles. This Christmas, Doodle is adding a fresh twist to the festive spirit with its innovative gifting experience, fueled by creative inspiration from TikTok.

A Christmas campaign with a TikTok twist

Doodle was born out of a desire to make everyday fashion fun. Founder Malik Jameel recognized that socks, often overlooked as mere basics, had the potential to be bold statements of self-expression. “Socks are an underrated fashion accessory,” explains Malik. “In Sri Lanka, there weren’t many options for funky, high-quality socks, so I saw an opportunity to fill that gap.” What makes Doodle stand out is the attention to detail in each design. Using premium combed cotton, the brand creates unisex, one-size socks with vibrant color palettes and playful patterns. From daily inspirations to festive designs, every pair tells a story.

This holiday season, Doodle is inviting customers to experience the joy of gifting in a whole new way. The brand has launched a unique ‘Do-It-Yourself Virtual Giftbox’ experience, allowing customers to build personalized gift boxes for their loved ones. To amplify this festive initiative, Doodle turned to TikTok for inspiration. The brand has started sharing snippets of their Christmas collection in fun, engaging ways, incorporating holiday-themed sounds and relatable content.

Packed with fun, colorful socks inspired by the holiday season, along with other surprises, the ‘Doodle Giftbox’ is designed to break away from the usual, predictable gift options.

Overcoming challenges and finding inspiration

While the festive cheer is in full swing for Doodle, it’s important to remember that every small business starts with its own set of challenges. Gaining visibility in a crowded marketplace is no easy feat, especially for a niche product like quirky socks. Despite the vibrant appeal of their designs, traditional platforms often made it difficult for Doodle to stand out. This began to change when Malik attended the TikTok SMB workshop in Colombo. There, he picked up practical tips on navigating the platform, creating engaging content, and connecting with an audience that values individuality and creativity. Armed with this knowledge, Doodle was able to use TikTok’s dynamic tools to carve out its niche and build meaningful connections with its growing community of funky sock lovers.

“TikTok’s For You Page, I learned, rewards creativity whether you're a big brand or a small one like ours,” Malik shares. “Through trending hashtags, sounds, and a bit of experimentation, we were able to showcase our designs to a larger audience and carve out our niche. The workshop really helped us understand how to harness the power of TikTok to tell our story in a way that resonates with people who value individuality and fun.”

By integrating these learnings, Doodle has been able to slowly build traction and engage with a growing community of quirky sock lovers who appreciate their bold, standout designs.

Mastering TikTok for small business growth

For small businesses just starting on TikTok, the secret to success lies in authenticity. The platform thrives on content that feels real and relatable, allowing brands to showcase their true personality and build meaningful connections with their audience. As Malik puts it, “TikTok is all about being genuine—people want to connect with the real side of your brand.”

Leveraging trends is another powerful strategy. “Keep an eye on trending sounds and challenges, and adapt them to your brand in a fun way”, he shares. Staying in tune with trending sounds, hashtags, and challenges can provide an opportunity to reach a wider audience - is not just about jumping on every trend. It is important to adapt these trends to suit your brand's identity and values. This creates content that feels fresh and authentic, making your business stand out from the crowd.

Lastly, consistency is crucial. According to Malik, “Even if a video doesn’t go viral, regular engagement builds a loyal following over time”. Regular posting helps a brand remain visible and relevant, even if some videos don’t immediately go viral. With persistence and creativity, small businesses can transform a steady stream of content into long-term growth. He encourages other SMBs to explore TikTok as a valuable tool to support their business growth.

The path forward

As Doodle reflects on its journey, it’s clear that platforms like TikTok have transformed how small businesses can connect with their audiences. By embracing creativity, staying authentic, and leveraging the tools available, brands like Doodle—even in their starting stages on TikTok—have successfully carved a niche for themselves in competitive markets.

With the holiday season in full swing, Malik encourages small businesses to explore the possibilities that TikTok offers. “It’s not just about going viral; it’s about telling your story in a way that resonates with your audience that builds lasting connections,” he says.

Doodle looks forward to wrapping up the year with more creative campaigns and wishes all small businesses success in their TikTok journeys. As Malik puts it, “The opportunities are endless for those willing to experiment and connect. We’re excited to continue exploring what’s possible and making a lasting impact.” As the season draws closer, Doodle invites you to explore its festive collection, create your own personalized DIY gift box on its official website, and join the celebration by sharing your moments on TikTok – making this holiday season truly memorable.