TikTok Darling Halara Leans Into Its Expertise For SoCinched Campaign

● The brand’s first marketing campaign highlights its continued success in driving business with social content.

TikTok is Halara’s origin story, Gaby Hirata, global brand president of Halara, told WWD. At just three years old with nearly 700,000 followers on TikTok alone, the active, lifestyle brand has earned a cult-like customer following that goes beyond social awareness and constantly increases sales growth for the brand through strategic marketing engagement across multiple social media platforms.

Examples of Halara’s success in driving social views to sales include its wide-leg and three-button work pants which saw half a million sales between November 2023 and January 2024 — equivalent to 300 pairs sold every hour — during a targeted social promotion.

A fashion industry veteran, and the previous chief executive officer of Diane von Furstenberg, Hirata said that there are different versions of TikTok and recognizes that it’s not easy to replicate Halara’s “mastermind level” results. Further, she attributes much of the brand’s success to a unique combination of technology and human touch.

Everything created by Halara is not only crowd-approved but is processed through Halara’s machine-learning process. Not unlike brands that offer to produce only enough items to fulfill ordered demand, Halara tests new items on its site in limited quantities, only furthering the production of products that show potential through consumer interaction and purchase intention.

When launching Halara, creating a vehicle for machine-learning expertise was a must, said Hirata, and in this way, the brand was able to replace merchandisers while making automatic decisions that won’t cost the brand with expensive overproduction. Other important “musts” for the company, she said, include always maintaining an optimal price-to-quality ratio and keeping an eye on trends.

Launched in August 2023, Halara’s SoCinched leggings gave the company another quick success on TikTok with consumers sharing an appreciation for the design’s non-slip waistband and flattering, body-shaping effect. Aiming to continue to develop the product’s popularity and further enhance the perception of the leggings line, Halara has announced the launch of its #ConfidentlyHalara TikTok campaign.

In addition to highlighting the high-quality nature of the SoCinched leggings, Hirata said the campaign leans into what consumers are saying about the product on social media already, including an association for body positivity. “We’ve noticed that so many wonderful women worldwide can't fully embrace their beauty due to societal pressures for a 'perfect body.' We hope that our leggings can help everyone, regardless of their body type, feel more confident and celebrate their unique beauty.”

To celebrate the body positivity of its consumers, Halara’s campaign asked consumers to post their body confidence dance, pose, tips or personal journey and tag @halara_official and #Confidentlyhalara on TikTok for the chance to win a $5,000 Halara confidence fund. Participants are not required to feature Halara.

The company has already seen more than 150 participants including 80 videos of personal narratives about learning to love their bodies and sharing their journey. The winner will also receive monthly boxes of products from the company from March until December 2024. The winner will be announced on Sunday.