Conshohocken-based David’s Bridal is going viral, and it’s all thanks to a leader who wanted to tap into TikTok. Chief Marketing Officer (CMO) Kelly Cook spoke on the National Retail Federation’s podcast Retail Gets Real about her decision to embrace the popular site.

Right before the pandemic, Cook stepped into the lead marketing role, but she noticed that the chain didn’t have a strong social media presence. Throughout her tenure, David’s Bridal has taken technology by the reigns with a mobile planning app and loyalty program.

Last year, Cook began pooling a lot of resources into the bridal empire’s TikTok presence and, within eight months, was able to rise to 200 million hashtags.

“I think that’s a testament to the culture of David’s because not just any company can do that. You’ve got to have people that love what they do at your company to create that kind of content in the first place,” said Cook.

The CMO also said that brides were the impetus for the brand’s embrace of TikTok, since they’re using the app to get inspiration for dresses.

Cook also said that she wants to encourage the company’s stylists and alteration artisans to be content creators.

Read more about this Conshohocken-based bridal company’s social media presence on the National Retail Federation website.