Stayhoops

The Objective

Reviving the brand from the downfall

Stayhoops, a vibrant and distinctive basketball apparel brand founded in 2016 by Indonesian basketball player Ponti Madria, has been making waves in the industry with its high-quality head-to-toe basketball apparel. While the brand has been using brick-and-mortar stores and online platforms to expand its reach, the COVID-19 pandemic posed significant challenges for the MSME, resulting in a decline in sales.

To adapt to the changing landscape, Stayhoops decided to shift its focus to digital platforms to better connect with its audience and showcase its expertise in providing basketball players with products tailored to their needs. The goal was to stay afloat amidst uncertainties and continue to serve its customers with high-quality basketball apparel.

The Solution

Embracing the Power of Community to Drive Business Growth

In 2021, Stayhoops made a strategic move to join TikTok and leveraged its passion and expertise in basketball to create engaging videos filled with valuable tips and tricks. The company collaborated with members of its community, featuring them playing basketball while wearing Stayhoops' products in a comfortable and natural manner. This move proved successful, as the videos gained traction and resonated particularly with basketball enthusiasts in Java. Given the popularity of hashtags related to fitness and sports, which have amassed over 57 billion views on TikTok, Stayhoops' engaging videos were warmly received by the online community.

Building on this success and driven by its ambition to expand beyond its local reach, Stayhoops started to experiment with TikTok's business solutions. By using TikTok for Business Ads Solutions, the company was able to seamlessly integrate its inspirational videos into users' For You page, allowing for brand discovery among a wider community.

Stayhoops then applied for the full suite of TikTok For Business solutions, which led to the company's presence on TikTok Shop, live streaming capabilities, and even TikTok Shop Affiliate. These additions provided an immersive in-app shopping experience, making Stayhoops' products easily accessible to both their existing community and new customers. With the comprehensive range of commerce solutions offered by TikTok, Stayhoops maximized their presence on the platform, and continued to connect with their audience in a meaningful way.

The Result

Growing a larger audience and driving sales

Stayhoops saw immediate and remarkable results upon implementing the TikTok Ads solution from March to December 2022. The impact was evident as Stayhoops' follower count skyrocketed to over 80K and its strategic content garnered a surge in engagement, accumulating over 190K likes. Utilising TikTok Shop and TikTok LIVE Shopping, Stayhoops achieved a significant sales increase of over 30%.

With a consistent trajectory of growth, Stayhoops maintains an optimistic outlook on the continuous increase in total sales revenue throughout the year. With the help of TikTok Ads, the company also aims to expand its TikTok audience even further by setting a target of surpassing 100K followers in 2023.