Kochakorn Puraya, who goes by the nickname Hook, started her specialty garment brand Hook Best Look in 2014, as a side business to her day job in Bangkok. Sales were modest for the first few years, but revenue started to grow noticeably when she began proactively focusing on digital marketing.
The business has always been online-only, but initially, Hook relied on word of mouth and social media to sell her unique chest-binding bras, which she created as a comfortable alternative to existing products on the market. Her customers are people in the LGBTQ+ community who, like her, want to create a smoother, flatter line under their clothing.
When Hook began experimenting with Google Ads in 2017, the results were almost instantaneous, contributing to exponential growth. Hook Best Look’s monthly revenue grew to 10 times the average monthly earnings from her first year.
Hook also was able to discover how many LGBTQ+ customers were searching for a product just like hers. Although chest-binding bras are a niche market, the demand is there. And creating a Google Business Profile helped more potential customers discover and learn more about her business.
“Our products served an untapped need,” she says. “As long as you have the idea and the drive, do not wait to start your business. Google’s tools make building a customer base easier, and they deliver real results.”
During the pandemic, Hook took a pay cut in her day job, and her customers had less purchasing power, too. But she was able to adapt ad spending, maintain the supplemental income, and continue building brand loyalty. Now, based on customer feedback, she’s developing a more comprehensive product line and looking to sell internationally.
“Hearing from new customers that our products are something they’ve been seeking is rewarding,” Hook says. “I’m happy that I get to do what I love and what represents who I am.”
