Unlock Reports:
Industry-wide studies on consumer behavior from the Cohley Insights team.
TikTok is the hottest channel in the social media world today, and for good reason. People crave the authentic and relatable content that TikTok is known for featuring. As a brand, tapping into TikTok can help you reach your audience on a much more personal level. Fashion brands, in particular, have shed the strict creative control in favor of TikTok’s fun and whimsical atmosphere. To spark some ideas, we compiled 8 of our favorite fashion brands finding success on TikTok right now.
When launching on TikTok, Fendi was looking to increase its awareness and engagement on the previously untapped channel. To do so, they launched a campaign called "F is for…” to play on their values of family, fearless, freedom, friendship and future. They ran five separate ads that each corresponded to one of the five values. The ads directed users to Fendi’s profile so they could follow the brand. The campaign resulted in 15k new followers and over 4mm video views.
@fendi #FisforFendi | F is for… Family | Get inspired by the #Fendi muse @sabrinacarpenter ♬ original sound - Fendi
Fast fashion brand Boohoo uses TikTok to connect with their audience in fun and engaging ways. To tap into the popular trend of dance challenges that TikTok is known for, they created the original song “It’s from Boohoo” to encourage users to create videos featuring the song. Thousands of people participated in the challenge, and Boohoo continues to feature user-generated videos on their channel.
@iamkelianne #itsfromboohoo BABY. Head to @boohoo to learn my dance & show off your moves! #ads ♬ itsfromboohoo - boohoo
Nike typically sets the gold standard for advertising, so it’s no surprise they’ve found massive success on TikTok. In one campaign, Nike was promoting the release of their new soccer cleats. In addition to top-view and in-feed ads, they launched the branded hashtag challenge #MagicBoots. 160k videos were created in response to the hashtag challenge and Nike gained 215k new followers.
@nike Sometimes Kevin just has to assist De Bruyne #MagicBoots ♬ "WOAH!" - Cashino
If you don’t consider Crocs a “fashion” brand, take it up with Post Malone. Crocs found instant success on TikTok in 2019 when they launched the #ThousandDollarCrocs challenge. Since then, Crocs continues to encourage user-generated content by releasing hashtag challenges and featuring that content on their own page.
@lani.baker #ThousandDollarCrocs is a whole #MOOD ⚡️💸🐊 #ad @crocs ♬ I'm Gonna Be - Post Malone
Gucci is a perfect example of how success on TikTok isn’t usually the result of some masterfully designed campaign. Rather, they took advantage of a trend that occurred naturally on the platform. The #GucciModelChallenge, which was poking fun at the brand, went viral in 2020 and Gucci made sure to jump in on the fun. Gucci reposted several of the videos and also started a competition in which someone would be selected for an upcoming Gucci project.
Celine has taken a very proactive approach to the platform. For their new menswear line, Celine partnered with some of TikTok’s biggest stars, including Chase Hudson, Noen Eubanks, and Anthony Reeves. Interestingly, the line was inspired by what popular male creators on the platform were already wearing. By partnering with popular TikTok creators, Celine is able to drive tons of awareness for the new line.
For their campaigns, the British retailer, ASOS, takes advantage of everything TikTok has to offer. For example, they used branded hashtags, in-feed ads, a custom song, and an AR-powered branded effect for their “AySauce” campaign. They also partnered with 25 leading creators with over 219 million followers in total.
PrettyLittleThing has relied on the authentic and relatable content that’s made TikTok so popular. Their feed is almost entirely user-generated content, which fits perfectly into TikTok’s ethos. TikTok encourages brands to loosen creative control and lead with authenticity on the platform. PrettyLittleThing posts videos of customers featuring their clothes in fun and inventive ways, and it’s paid off - they currently have over 1.3mm followers.
@prettylittlething Style a PLT Jacket with @jodiewoodss 😍 #plt #jodiewoods ♬ BAD BITCHES - Official Breezy
As a TikTok partner, Cohley has the know-how and the can-do for all things TikTok marketing. Thanks to our massive network of skilled content creators, you can use Cohley to generate authentic, relatable TikTok content at scale. You can then repurpose that content within your paid and native TikTok strategy. Talk with our team to find out how you can get started with a TikTok campaign today.