Tu Clothing
Learn How Tu Clothing Achieved Record-Breaking Sell-Through Rates with TikTok Shop
The objective
Driving sales and awareness through TikTok Shop
Tu Clothing aimed to make a significant impact during the highly competitive festive season with their new Christmas Pyjama range. The primary goals were to drive strong sales for its new, seasonal product line, generate widespread brand awareness on the platform, and achieve a high sell-through rate, all while ensuring a positive return on investment.
The solution
Blending creator authenticity with conversion-focused ads
Tu Clothing, in collaboration with their agencies PHD and OMG Flywheel, launched its festive collection on TikTok Shop, creating a frictionless path to purchase that allowed the community to discover and buy products seamlessly within the app.
Their strategy combined organic content with a targeted paid media approach. By activating the TikTok Shop Affiliate Program, they initially empowered 30 creators to produce authentic, engaging video content that showcased the pajamas range. This built powerful social proof and drove significant organic interest which resulted in over 200 creators producing branded content.
The creator-led content was amplified with a robust GMV Max and Brand Ads to shop campaign to accelerate reach and drive conversions at scale. The campaign was strategically front-loaded to capitalize on the initial launch excitement, focusing spend within the first 48 hours to maximize early returns and build momentum. This approach effectively blended authentic, creator-driven marketing with a powerful, conversion-focused ad strategy hitting the ROI goal.
The results
Achieving sell-out success and strong ROI
The launch was an overwhelming success, demonstrating TikTok Shop’s ability to introduce an established brand like Tu Clothing to the platform and sell out a seasonal collection. The results highlight the power of a combined creator and ads strategy.
92% Sell-Through Rate on the new collection in 1 week
5% Product Return Rate, indicating high customer satisfaction
The campaign was an instant success, with 64% of total orders generated within the first two days.
Our launch on TikTok Shop was amazing, far exceeding our expectations in just the first couple of days with a great reaction from TikTokers!