How Adore Me Tapped into a New Content Type and Audience with TikTok

Leveraging UGC on TikTok to Embrace Inclusivity

Inclusive lingerie brand, Adore Me empowers women to embrace their uniqueness. They celebrate every women’s unique style and body type with lingerie designed for every body. Representing the everyday authentic woman within their marketing is crucial to Adore Me’s branding. As a result, leveraging UGC in creative formats that resonate authentically with their audience, like TikTok is an ever-present part of their strategy.

While Adore Me saw the value of venturing into TikTok to tap into a younger demographic, testing a new platform and generating “fun video content,” they had never ventured into the TikTok world prior to working with Cohley. They wanted to give content creators the creative freedom to express themselves with their Adore Me lingerie authentically on the platform without giving up complete creative control.

Authentic Content from a Diverse Creator Network

Adore Me leveraged a Cohley Campaign to access Cohley’s vast network of content creators who were active on TikTok. By using Cohley’s customizable campaign briefs, Adore Me was able to include basic content requirements and creative themes within the partnership requirements, but ultimately let the content creators own the creative direction of the videos.

In order to secure social impressions on TikTok while also getting the licensed rights to the video assets, Adore Me selected 45 TikTok creators to partner with and each creator posted at least one TikTok video + uploaded their video assets in Cohley for AdoreMe to repurpose.

Data Driven Decisions are Proving Results

This data-driven strategy is so ingrained into the small team culture at Threadless that it weaves into their content strategy as well. They are deploying outsize campaign content and need access to the details and insights that only their analytics can provide to ensure they are generating and activating data-driven content.