The post in question got 2.5 million likes.
Discount codes are another great way of building brand loyalty because customers feel as though they belong to a unique and exclusive community. Then, of course, there’s a sense of urgency because the code is only valid for a limited amount of time, really prompting followers to buy quickly and now.
An example of some extremely clever PR was their so-called 2019 Coachella Activation.
They capitalised on the influx of celebrities and influencers into Palm Springs for the first weekend of the globally-renowned festival to launch a new product ‘Aero’. This was the first time the brand moved to launch a product in all three of its markets – Australasia, the UK and the US at once.
They called the event ‘AEROLAND’ and managed to pull in big names such as Emily Ratajkowski, Delilah Hamlin, Austin Brown, Mackenzie Ziegler, Maddie Ziegler, Stassi Schroeder and Pia Muehlenbeck.
They also collaborated with Levis and Pokemon for parties later in the day.