The Situation
TikTok success for a fashion brand requires a content language very different from Instagram. Polished editorial photography doesn't perform. Authenticity, personality, and participation in the platform's culture do. The brand had strong values — sustainability, transparency, slow fashion — but no experience expressing them in TikTok's native format.
The Turning Point
In week 3 of testing, a video showing the brand's factory supplier in Portugal — workers talking about their conditions, wages displayed on screen — got 340k views in 24 hours. The audience rewarded transparency in a way Instagram never had.
What We Did — And Why
We built the content strategy around radical transparency: supplier visits, production cost breakdowns, 'why this costs £89' explanations. These weren't just ethical content — they were engaging content that no fast fashion brand could replicate. Trend participation was used strategically: adapting trending sounds and formats to sustainable fashion contexts, keeping the brand native to the platform while maintaining its identity.
Our Approach
- 1.Content format testing: 12 video formats across 6 weeks to identify what resonated with the brand's audience on TikTok
- 2.Behind-the-scenes transparency content: production process, supplier visits, ethical sourcing stories
- 3.Trend participation strategy: identifying trending sounds and formats adaptable to the brand's aesthetic
The Results
180k followers in 8 months entirely through organic content. Monthly views reached 2.4M. When a product was featured in a TikTok video, it sold out within 4 hours versus the previous week-long sales cycle.
In Their Own Words
“TikTok rewards honesty. Our behind-the-scenes content works because it's genuinely interesting and genuinely true. Those two things are harder to fake than people think.”