978Case Background
Swimwear brand RELLECIGA entered the U.S. TikTok market, needing rapid cold start and validation of a hit product model. Facing a highly competitive U.S. swimwear track, RELLECIGA chose a dual-wheel drive strategy of official account short videos + influencer-driven sales, leveraging high-quality content output and collaboration with local influencers to achieve rapid breakthrough in the brand's cold start phase.
Solution
Dual-wheel drive of official account short videos + influencer-driven sales to build a cold start hit product model for the apparel category on TikTok US. Specific strategies are as follows:
The brand's official account continuously produces high-quality short video content to build brand awareness. Through carefully planned swimwear showcases, styling tutorials, and lifestyle content, it shapes brand tone, accumulates initial followers, and builds brand trust.
Collaborate with local influencers for scenario-based swimwear showcases and sales. Partner with U.S. local fashion and lifestyle influencers, combining real beach, pool, and other scenes for product demonstrations, quickly reaching target consumers through influencer influence.
Marketing Results
Core indicators such as order volume and customer count achieved explosive growth of about 3 times. Through the dual-wheel drive of official account short videos and influencer sales, RELLECIGA quickly completed its cold start in the U.S. TikTok market, laying a solid foundation for subsequent scaled growth.
