How Halara earned massive returns through TikTok
In only three months, activewear brand Halara drove over 500,000 sales for their work pants line (seen above). How? They used TikTok.
More specifically, they used thousands of TikTok content creators and influencers on product pushes and encouraged user-generated content. It seems simple on its surface, but by going deeper, we can discover just why this strategy can work for businesses like Halara.
The small company started during the pandemic, so developing a strong social media strategy was key. Without in-person events, people all around the world were communicating exclusively online. Halara saw this as an opportunity to grow their brand globally, emphasizing their goal of being a company that caters to women of all shapes and sizes no matter where they were in the world.
For their strategy, global brand president Gabby Hirata emphasizes the company’s “Creator First” stance. They focus on strengthening relationships with creators they work with and look to source partners from all across the platform. Employees search for what content is performing well, particularly in the fashion and lifestyle space, and try to find out why. This allows them to find creators who already support their brand and have developed an audience of individuals in their target audience. This saves Halara time and money.
Speaking of money, they know the value these creators bring them, so in exchange they offer their partners a mix of free merchandise, partner fees, or a commission of 5-20% through their affiliate program.
When curating the content, Halara understands the limited time they have to grab attention. On a social network like TikTok, short-form content reigns supreme and users are primed to swipe to the next video within seconds. Hirata notes that Halara’s continued growth can be, in part, attributed to being “authentic and/or relatable” and by focusing on making their products the best they can be.
People don’t want to see sponsored ads that treat them like another person to sell to. They want to feel as though the brand cares about them and their needs and they want to be listened to. So Halara does just that and adjusts their products and their marketing based on what their audience is saying.
For Halara, it’s all about starting with the narrative. What does your brand want to be? What does it want to say? Once you have those answered, Hirata believes, the rest becomes easier.
Sources:
Boyd, Sarah. “How Activewear Brand Halara Harnessed the Marketing Power of TikTok.” Forbes, Forbes Magazine, 4 Mar. 2024, www.forbes.com/sites/sboyd/2024/02/29/how-activewear-brand-halara-harnessed-the-marketing-power-of-tiktok/?sh=796ee9525470.
Sheena, Jasmine. “How Halara Uses Influencer Incentives to Go Viral Again and Again.” Marketing Brew, Morning Brew, 24 Jan. 2024, www.marketingbrew.com/stories/2024/01/24/how-halara-uses-influencer-incentives-to-go-viral-again-and-again.