ideas
How Gen Z brand Adika is using TikTok influencers to drive sales
When 19-year-old Chelsea Martin posted a video of herself wearing a pair of black sweatpants with a pink dragon printed on the pockets to her nearly 900,000 TikTok followers, they went crazy for the product.
WRITTEN BY admin
When 19-year-old Chelsea Martin posted a video of herself wearing a pair of black sweatpants with a pink dragon printed on the pockets to her nearly 900,000 TikTok followers, they went crazy for the product.
- Within 10 hours of the video going live in October, Adika had sold 300 pairs of these sweatpants to U.S. customers, without doing any promotions around the pants. The following day, Adika saw another 300 orders for the sweatpants as Martin’s video climbed to 2.7 million views.
- Since launching on TikTok in October, the company has hired two employees just to handle the account and manage relationships with TikTok influencers. At any given time, the company is working with 30 to 50 Gen-Z influencers for TikTok specifically, usually by gifting product.
- Most influencers working with Adika will tag videos on their own accounts with #AdikaGirls and #AdikaStyle when they are wearing product. #AdikaGirls has over 36.4 million views and #AdikaStyle has 11.1 million views.
- Schwartzberg said Adika is not putting any money into TikTok advertising at this point, beyond paying select influencers. For Adika, Instagram is still a big sales driver.
Back to z-ine