Viral UGC TikTok spurs sales for DTC clothing brand Ivory Ella, Gen Z

  • An increase is social media consumption amid the pandemic has translated into a positive sales growth for DTC clothing brand Ivory Ella.
  • One TikTok video from the brand’s account that was posted in June caused a jump in sales for the brand’s rainbow hoodie.
  • Sales for Ivory Ella’s rainbow hoodies increased by 41% week over week after the video was posted. And according to the brand, this type of sales impact is a standard byproduct of repurposing UGC on the brand’s channels. 
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DTC clothing brand Ivory Ella is one of many direct-to-consumer (DTC) brands leaning into social media amid the pandemic. And while social media engagement has always defined various digitally native brands, many have changed the way they approach platforms like TikTok and Instagram in light of shifting consumer habits. 

“With so many families stuck home during quarantine, there was a clear spike in social media use and we saw that as a clear opportunity to capture more customers,” said Bethany Muths, the chief brand officer of Ivory Ella, a for-profit clothing company affiliated with the conservation of elephants. “We used social media to understand what causes our customers cared about and then created campaigns to support those beliefs.”

While Ivory Ella currently has over 2.8 million followers across Instagram, Twitter, Facebook, and TikTok, the brand has been particularly active on TikTok. The company has gained over 300,000 followers since the start of the pandemic, thanks to partnerships with various creators that have increased its following.

“The platform gives us the ability to engage with our core demographic in a way that is fun, accessible, and inclusive,” Muths said. “We have built an authentic connection with passionate creators who are aligned with Ivory Ella’s identity and values.”

TikTok success translates into sales

One TikTok video from the brand’s account that was posted in June ultimately spurred a sales boost for the brand’s rainbow hoodie.

The video, which has garnered over 74,000 views, 20,300 likes, and 180 comments, is an example of how Ivory Ella has managed to repurpose user-generated content (UGC) on its own channels to massive success. It features TikTok influencer katiefeeneyy, who has over 4 million followers, showing a hack for folding an Ivory Ella hoodie.

Sales for Ivory Ella’s rainbow hoodies increased by 41% week over week after the video was posted. And according to the brand, this type of sales impact is a standard byproduct of repurposing UGC on the brand’s channels. 

In general, UGC has proven to be a successful tool for a variety of brands, especially on TikTok. For example, Chipotle shared an assembled video of people mispronouncing the brand’s name, which racked up 3 million likes. Fashion Nova is also known for its use of UGC by influencers.

According to PR and marketing expert Sophie Bowman, UGC is an effective way for brands to connect with consumers on social media in a more intimate way.

“The brands who master the art of UGC can virtually sit back and watch users take their brand viral, effortlessly,” she said.