Halara is a Hong-Kong based activewear brand. Halara’s TikTok advertising strategy has allowed the company to increase brand awareness across the app. The brand is most known for its great deal of TikTok ads advertising its most popular product the “In My Feels” dress. The dress is a more affordable but high-quality dupe for the Outdoor Voices dress. Halara has marketed and heavily infiltrated ads about their brand and this dress across TikTok which has allowed the brand to become more known throughout the platform. The brand also relies on influencers to promote its brand to their followers.
Halara’s TikTok Advertising Strategy
Halara uses various marketing channels to promote its high-quality products. They use affiliate and ambassador programs in which individuals post about the products while making a commission off of each sale. Aside from these programs the brand relies heavily on TikTok ads to market its products. They pay for TikTok ads to play across the app to reach a wide audience. They have found great success in this method, which has allowed their brand to grow. The brand also uses the sustainability of products to market to consumers who may value companies who are working to better the environment. This allows the company to reach a specific niche of individuals.
Halara’s Agressive TikTok Ads
Halara has relied heavily on TikTok to create brand exposure and advertise its high-quality but affordable athletic products. Halara has flooded TikTok with so many ads that some users are even making videos asking the brand to stop bombarding the app with advertisements. The brand Halara is especially notorious for its targeted TikTok ads, which are so pervasive that some users can’t scroll through the app without encountering it. (At least one woman has made a TikTok begging Halara’s marketing team to stop bombarding her with ads.)
Despite the absurd amount of ads across the TikTok platform, Halara’s advertising strategy has been successful in creating popularity for the brand’s most known product, the exercise dress. This is because while the users are being recommended these products through ads, they then feel compelled to create video reviews about the product, to show others if the product is actually worth it or not, which also creates word-of-mouth. “On TikTok, the #exercisedress hashtag has garnered over 2.3 million views, featuring thousands of young women trying on the garment, styling it, offering dress comparisons, or simply wearing it out.” The more users rave about a product the more likely others are to purchase the product for themselves.
A popular trend on TikTok known as the “TikTok made me buy it” trend started to become popular and go viral across the app. This trend consists of users making videos about products going viral on the app, and telling others if the product was worth it or not. This also helped spread the word about Halara. This viral trend has caused products to sell out almost immediately. TikTok users trust and value the opinions of others which then influences them to go out and buy the product.
“But brands too, have an under-examined role in manufacturing consumer enthusiasm or the perception of virality – through sponsored content and strategic advertising. The TikTok made me buy it a phenomenon, according to my colleague Rebecca Jennings, has boosted random lifestyle products into the limelight, leading some to develop cult followings – and sell out – basically overnight.”
Halara uses influencers to advertise its products to its audience. This is a great way for Halara to reach a specific target audience. For example, if Halara is looking to reach more consumers who are more into lifestyle content and comfort then they may reach out to a lifestyle influencer to show that their products are comfortable for everyday use. This can show that while the dress is athletic wear it can also be used for casual attire. Or if the brand wants to show individuals who are passionate about working out or training that the dress is great for its fitness purpose then they may consider reaching out to fitness influencers.
An influencer’s audience depends on and trusts their reviews and thoughts of a product. This will influence their audience to try Halara’s products. Typically, these influencers tag Halara in the image for customers to find quickly. For example, in the image below you can see that this lifestyle influence has tagged Halara in their Instagram post. Halara also posts these influencers on their verified Instagram page.
Affiliates & Ambassadors
Halara also spreads the word about its products through an affiliate program. Through the affiliate program, individuals can apply to become content publishers and influencers. Affiliates approved for the program receive commission based on each validated sale referred by that affiliate. The program provides affiliates with recommended promotion strategies and popular keywords combinations that may be used for PPC bidding activities.
Halara aims to create their products with near-zero inventory and near-zero product waste. Halara is working to create a technology that combines open-ended machine learning with information systems to achieve a near-zero inventory for all of its products. This will allow the brand to offer products for lower prices than competitors, but it also allows the brand to produce near-zero product waste. What this means is that Halara aims to create their products with no excess fabrics ending up in landfills or destroyed in other ways that could be harmful to the environment.
By creating and using the sustainable approach it allows Halara to reach a specific and different niche of individuals. These individuals may be looking to purchase their products from a brand that supports a cause that they are passionate about. Did you know that 72% of consumers buy from companies that reflect their values?
Due to its strong and aggressive advertising strategy, Halara has been able to increase brand awareness across social media platforms, especially TikTok. It is most known for its “Exercise dress” and “In My Feels” product line. They have been able to grow due to their partnership with influencers and also through their affiliate and ambassador programs. While some TikTok users have found Halara’s ads annoying, they have been big contributors to the company’s marketing success.
The Halara is most known for its great deal of TikTok ads, advertising its most popular product the “In My Feels” dress. Halara has marketed and heavily infiltrated ads about their brand and this dress across TikTok which has allowed the brand to become more known throughout the platform. It has been successful in advertising the brand’s most popular exercise dress.
Halara utilizes different marketing channels to advertise its high-quality fitness products. They use affiliate and ambassador programs where individuals post about the brand’s products. If the ambassador or affiliate creates a sale for the company they also make a commission. Aside from these programs the brand relies heavily on TikTok ads to market its products. They pay for TikTok ads to play across the app to reach a wide audience. They have found great success in this method, which has allowed their brand to grow.
If you want to learn more about other small brands’ marketing strategy read our articles Thrive Causemetics Bigger Than Beauty and The Farmer’s Dog Marketing Strategy. These articles will show you the different marketing strategies these brands utilized to help grow their company from small startups to million-dollar companies.