Bee Inspired

The Objective

Ramping up conversions and boosting sales

Bee Inspired Clothing was launched in 2013 when Scotsmen Steven Robb and Mark Corcoran hung up their football boots. They were inspired to embark on a journey and swapped weaving tracks around opponents for weaving threads. Their ambition was simple. Be a fashion inspiration and revolutionise the streetwear landscape. And what began as a humble bedroom brand is now an industry leader in fit, feel, and quality. The secret of their success? Don’t be ordinary. Be dedicated. Bee Inspired.

Fashion on TikTok is big. And with a solid organic presence on TikTok with @beeinspiredclothing, their content strategy consisted of 60% street styling videos and 40% general styling advice, behind-the-scenes brand content and series-led videos. Using street styling videos set in different UK cities and overseas locations had proved particularly effective due to their high virality rate.

Looking to increase their acquisition of new customers, ramp up conversions, and boost sales through their merchant partner, Shopify, they looked to TikTok Ads.

The Solution

Testing creative content and offering styling advice

The team’s previous TikTok campaigns had performed well, but the team knew they could be doing more. Fresh legs and inspiration were required so they turned to the eCommerce marketing agency, Soar With Us. In collaboration, they crafted a new play with a bigger emphasis on making native videos for the platform. Success would see them become the go-to brand for street styling.

Focusing on their best-selling cargo pants, the ongoing campaign launched in June 2022 and new ad sets are still being launched. Targeting UK males aged 20-40, they went to town using standard TikTok In-Feed Ads. 

For the campaign’s creative content, the team used creators, shot their very own content and in-house user-generated content (UGC), and made Get Ready With Me (GRWM) style content. The bulk of this creative was produced by having a dedicated TikTok-specific content day each week. On these days, the team worked with models and created three to five specific concepts and angles to test for the shoot. 

They then tried out the different styles of creative on the target audience to see what resonated the most. Then on the following week’s shoot day, they’d make further iterations too. In this way, they created and produced based on key learnings from in-platform data and feedback which they could then factor back into the campaign’s creative.

They also teamed up with three creators they sourced through direct outreach and mutual connections to produce a variety of content for the campaign. Each creator already bought into the brand, produced engaging content, and really embodied the brand making them the perfect fit.

The creative that tested best was GRWM. “Here’s a jacket to take you from the bar to the club”. “Three ways to style a top”, “outfit inspiration” and more. This content worked best as it came across as being organic when it appeared in feeds. But it also offered users tangible value. It helped advise them on how to get the best out of specific styles and how to style themselves. 

The Results

Tripling followers with carefully curated creative

Bee Inspired’s campaign was a runaway success. Taking on board the weekly advice recommendations, updates and a second opinion on overall strategy from their TikTok Account Manager, through TikTok, they managed to tap into a brand new, younger audience and more than triple their number of followers. And better still, they reduced their cost for new customer acquisition by over 25%.

As they’d hoped, because of the campaign, they’re now a clothing inspiration. They’re one of the go-to brands for street styling and people recognise their brand and clothes out on the streets.

Bee Inspired is now doubling down on TikTok as a platform to increase their weekly spend. They can see the importance, results, and success that come from having a robust creative process and feedback loop in place. That and the value of having an Account Manager on hand to help tweak their platform performance.