Triangl is an Australian bikini brand that has been on the market since 2010. Their focus, besides sales, was on the emerging influencer marketing. Their strategy revolved around giving free products to influencers. In 2010, there were no concrete guidelines for influencers, so they sent products without any expectations. Did that work? Absolute! But to get the big influencers to wear and share their bikinis, they needed a bigger budget, something they couldn't afford at the time.
After building enough fame in Australia, they set out to conquer America. They were looking for an American influencer with an impressive appearance... Who else than Kendall Jenner was the right person for this? However, approaching Kendall was expensive, given her extensive social media reach. That's why Triangl sent bikinis to all her friends. What did they want to achieve with this? A FOMO effect for Kendall... And it worked! Shortly afterwards, Triangl received an email from Kendall herself, saying that all her friends are wearing a Triangl bikini and if she could get one too.
Kendall Jenner enthusiastically posted photos on her social media in her new bikinis, prompting a huge response and purchases from Triangl. This was their first step in America. It wasn't just Kendall Jenner. Major stars such as Beyoncé and Miley Cyrus were also spotted in Triangl bikinis shortly afterwards. So don't underestimate the power of world-famous influencers!
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