Eletta Boutique

The objective

An Italian fashion brand made for curvy women continues to scale on TikTok

Founded in 2023 by Elena, Eletta Boutique began as a playful challenge between friends before quickly evolving into a fast-growing fashion business. Created to address the lack of trend-led, feminine fashion designed specifically for curvy women, the brand combines accessible pricing with highly engaging community strategies.

A defining part of the brand’s growth has been its rhythm-based content and shopping strategy, with weekly product drops every Tuesday and Friday creating anticipation and repeat engagement, while live shopping sessions allow Elena to connect directly with customers through styling advice, fit demonstrations, product walkthroughs, and real-time interaction.

On TikTok, @elettaboutique1 has developed a strong organic presence with core themes focusing on new arrivals, try-ons, styling videos, fit-focused content for curvy bodies, behind-the-scenes moments, order preparation, and live shopping previews.

Content creation was created in-house to preserve Elena's authentic voice, the brand then partnered with marketing agency Easycom Italia, for performance marketing, tracking, and technical execution of the campaign.

The primary objective of the campaign was to drive direct sales through TikTok Shop, while secondary goals focused on increasing qualified traffic into product pages and live shopping sessions, expanding reach amongst new audiences, and building momentum around the brand’s twice-weekly product drops.

The solution

A strategic GMV Max campaign driving cost-efficient growth for the fashion brand

Running between March and April 2026, the campaign focused on driving direct sales through TikTok Shop using GMV Max campaigns. The activity targeted women in Italy, leveraging TikTok’s automated optimisation system to maximise campaign delivery and conversion efficiency throughout the campaign period.

GMV Max combines TikTok Shop products, videos, live shopping, and paid promotion into a single AI-powered campaign structure, automatically optimising delivery towards users most likely to convert. This allowed Eletta Boutique to scale sales activity while continuously refining audience targeting and creative delivery based on real-time behavioural signals.

In terms of content, the campaign focused on trend-led fashion content and product-focused videos designed to feel native to TikTok’s feed. Rather than relying on heavily produced advertising, the brand continued to prioritise fast-paced, authentic content.

Unlike many fashion brands on the platform, Eletta Boutique chose not to work with external creators during this campaign. Instead, all content was managed in-house using Elena’s authentic voice and direct connection with the community. This helped maintain consistency between the brand’s organic activity, TikTok Shop presence, and paid campaign delivery, reinforcing the sense of authenticity that already resonated so strongly with its audience.

The results

Exceptional sales results laying the foundation for future continued growth on TikTok

This campaign was an outstanding success for the growing fashion brand, with 1630 orders generated in a single week, with an impressive 7.79 ROI and a 2.64 CPA.

Eletta boutique benefitted from the support of their TikTok representative, who introduced the brand to powerful ad strategies, including GMV Max, maximising their ROAS and creating a strong foundation for on-going success on the platform.

Beyond the key metrics, the campaign delivered a broader strategic impact for the brand, strengthening their collaborations with their agency Easycom, and TikTok teams. Learnings from the campaign also contributed to building a strategic foundation of best practices and actionable insights providing stakeholders with a structured framework for effectively leveraging GMV Max and executing high-impact promotional campaigns with increased consistency.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.