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Tweet of the Week

Halara TikTok Ads: The Marketing Mystery of Our Time

September 6, 2022
September 9, 2021
Mae Rice

How does Halara have enough money to fully saturate TikTok with advertisements? They’re even targeting middle-aged men… and they make athleisure for women.

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“Halara” means “take it easy” in Greek, according to the athleisure brand’s about page.

One place Halara is not taking it easy? TikTok ads, as social marketing lead at WhatsApp Nathalie Balda noted above. 

Everyone is getting (too many) Halara ads

“I’m a middle aged man and I still get their ads every time I use TikTok,” AdWeek’s international editor David Griner tweeted. “They’re going full blitz.”

“[W]ho decided unlimited impressions was the way to go?!?” Balda tweeted in a reply.

It’s a lot. 

In fact, if you search twitter for “Halara,” almost every mention is about their maximalist TikTok marketing.

One even flags an emerging genre: unpaid TikToks in which users beg Halara to leave them alone.

How much is this costing?! And how is the company affording this?

The working hypothesis

As far as numbers go: $14M “minimum.” (Monthly, we’re guessing!)

High profit margins likely mean that Halara can target nearly limitless CAC — especially if they have a decent LTV. 

“Data likely says 100x [ad] frequency>first purchase>repeat purchases,” Glide’s Susan Rouser tweeted.

Mae Rice
about the author

Mae Rice is editor in chief at MarketerHire. A long-time content marketer, she loves learning about the weird and wonderful feedback loops that connect marketing and culture.

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