Lady Black Tie

The objective

Promoting dresses for every special occasion

From serving the store's Massachusetts town with occasion dresses, to having girls travel from all across New England to see it for themselves, Lady Black Tie has certainly come a long way with TikTok Promote. Joining TikTok in 2020, owner Marissa sought a way to get more women in her array of gorgeous gowns, offering looks for bridesmaids, wedding guests and one of their biggest sellers – Prom. After seeing other dress stores market themselves on the platform, paired with all the extra free time on her hands due to the pandemic, Marissa took to TikTok to get her business out to an audience ready to purchase dresses.

The solution

Fun, relatable content + demo audience = major growth

After mastering creating engaging and organic content, the only thing needed was Promote to unlock next level growth. The value of TikTok, alongside a tool like Promote, quickly proved itself to Marissa – “the return was so much better!” She found creating in-store TikTok content led to more engagement, and this eventually became the business strategy for getting people into the local store. Using Promote’s geographic targeting feature, Marissa ran ads targeted to the state of Massachusetts and saw more people turning up at the store. “For local promos we target within Massachusetts and the New England area, then for general promos we target nationally.” Lady Black Tie relies on the Promote goal of More Followers to meet their business objectives and bring users back to their page time and again. “We can trust TikTok to find our audience." Followers treat the Lady Black Tie TikTok page, full of original content, almost like a shop, allowing them to browse dresses in different videos. “Finding a dress they like on TikTok, they can then place an order on our site.” The content is the draw and Promote amplifies it.

The results

Growing, growing, (dresses) gone

The success Lady Black Tie has garnered through TikTok Promote is impressive to say the least. And how do they credit this success to TikTok? Well, their customers tell them. “Even our reviews say people found our business through TikTok. Customers will tell us in-store too.” Year on year, Lady Black Tie has been able to visualize all the growth through the upgrade of their local store. Going from an 800 sq ft store to an 12,000 sq ft warehouse space in just two years really put it all into perspective for owner Marissa. “It completely changed our business.” The sales figures tell the same story, as the business went from selling just over 10,000 dresses in 2020 to over 66,000 dresses just two years later. The hope is that it won’t stop there. The team plans to continue using Promote for all their TikTok content that does well, as per their growth strategy. “It really does make a difference in driving our sales.”