SET is ditching traditional influencers for its own customers. The activewear brand’s new Coastline collection generated over $3M online in 24 hours—its highest-grossing drop in eight years. One major reason why is that SET opened its launch event to customers and passersby rather than a curated influencer guest list, as evidenced by 41% of preorder buyers being new to the brand. SET also has an “Insiders” program that gives regular customers, selected for their purchase history and engagement rather than follower counts, early product access and BTS info to share on socials. One participant’s video jumped from roughly 300 views to thousands once they became an Insider. The brand has extended the strategy offline with a “Cowboy Carnival,” a state fair-themed event (to match their State Fair collection) which generated over 40K engagements on socials. SET is clearly set on proving community-led marketing can outperform the old influencer playbook. (Glossy)
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