The Objective

Increasing prospects with lead generation campaigns

Founded in 2011, Represent Clothing is a British luxury streetwear brand. For their fashion aficionados, they’re creating the finest garments on the market. In the crowded streetwear market, they’re one of the UK’s fashion success stories. Attention to detail, custom fits, shapes and fabrics are what separates them and lets them stand proud. Their many admirers revere this approach and dedicated focus. 

Something of an eCommerce inspiration, Represent Clothing has three key strands; Mainline, 247, and Blank. Each has dedicated launches throughout the year with each strand catering to a slightly different demographic of customers. Smart and media savvy, their growth has been in lock step with social media. 

Fashion on TikTok performs well and Represent has an organic account under the handle @representclo.. They've previously created lead generation campaigns and low conversion campaigns. Currently, they’re using value-based optimisation (VBO) for conversion focus campaigns. This has been fashioning successful results since June 2022 and is increasing the minimum return on advertising spend.

The Solution

Prospecting high-quality leads using TikTok Lead Generation

As with all successful brands, high-quality leads are the very fabric of their success.

Capitalising on previous TikTok campaigns, Represent launched a lead generation campaign focused on increasing their prospecting leads using TikTok Lead Generation. 

Timing is everything and they launched the campaign to coincide with a large sale event. To gain early access customers had to sign up first so there was a clear message to be communicated — sign up for exclusive early access to the “Vault” sale.  With Shopify as their merchant partner, the campaign ran in different phases from August 2021 through to May 2022.

For audience targeting, they looked to the UK, USA and Canada, and the EU and a prospecting audience aged 18-44 with a different interest selected on TikTok Ads Manager. 

The TikTok campaign would run alongside campaigns on other platforms. They wanted to see if they could use TikTok to reach a new type of audience one they could convert into long-term customers. They were curious to see if and how their TikTok audience differed from other platforms.

Working in-house without creators, the campaign’s creative content was an eclectic mashup of some of their best-branded videos. TikTok was the perfect place to drop this content. The campaign would use also Spark Ads to increase engagement, reach, and impact. Success would see an increase in leads and measurable ROAS.

The Results

Crafting success with effective Lead Generation

For Represent the campaign was a smash hit. Lead generation was quick to set up and use, and the leads centre helped them store the new leads generated and upload them to their CRM platform. But what got the team excited was comparable numbers and TikTok's efficiency. The campaign numbers didn’t disappoint garnering 1,692,838 impressions, 10,303 clicks, and a CTR of 0.61%. This was a clothing success story.

This engagement translated into 694 high-quality leads, of these leads, 14% went on to make a purchase during the sale. Directly quantifiable, these leads generated revenue of £15,744. This produced a Return on Ad Spend of £4.30 and a Cost Per Lead of £38.94. 

The performance of their TikTok leads was significantly better than those achieved on other platforms. This showed the team that when it comes to generating high-quality leads it’s most efficient for them to spend on TikTok. Armed with these findings the team plans on spending more on TikTok going forward. They’re actively looking to create a more structured media plan using low funnel strategies and targeting the UK, the EU and the USA.