this swimwear label changed the game with its influencer marketing

The bikini that became the world’s most popular swimwear set in 2015.

In the year 2012, social media was still a relatively new phenomenon, with businesses rarely utilising it for marketing purposes. Despite this, Triangl founder Erin Deering and her partner at the time, Craig, identified a gap in the swimwear market and recognised an affordable way to promote their products. Little did they know that in just 2 years, Triangl would be selling a whopping 1,500 bikinis a day. Within the rapidly evolving landscape of e-commerce, the Australian swimwear label, Triangl, showcased a profound understanding of social media trends and their innovative influencer marketing strategies played a pivotal role in propelling them to fame.

Triangl stands as the epitome of Australian success on the global stage, boasting a $200 million valuation and cult status – all within a decade of being founded. In 2019, Erin was also granted a spot on The Rich List, her worth topping $35 million. But how did this swimwear label grow so exponentially? Well, would you believe us if we said it was all thanks to influencer marketing…

Recognising the potential of Instagram before it became a social media giant, Triangl was quick to jump on the platform, foreseeing its impact on the fashion industry. Triangl revolutionised marketing by introducing the concept of gifting. Sending bikinis to girls with no expectations but a genuine interest in customer feedback proved to be an effective and authentic way to create brand buzz. With the right intentions behind their gifting strategy, Triangl turned micro-influencers into brand enthusiasts. The thrill of receiving a trendy bikini for free generated genuine excitement and positive reviews. It’s important to note that gifting had never been used as a form of marketing before, and neither was it known to be a way to generate sales or income. However, ultimately it was a risk that paid off. These growing influencers began posting to their social media sharing their new favourite bikinis with their followers and building Triangls’ brand awareness.

While already gaining traction in Australia, Triangl set its sights on the competitive US market. There was one person they wanted in particular and that was Kendall Jenner. Unable to gift Kendall Jenner directly, they adopted a strategic approach—sending their products to all her friends, hoping it would spark some FOMO. A few weeks later Triangl received an email from Kendall Jenner herself expressing interest in their bikinis. After successfully capturing the attention of Kendall's inner circle, Triangl secured a powerful endorsement. Kendall not only wore their bikinis but also shared her positive experience on social media, creating a ripple effect of media coverage and catapulting Triangl into the US market.

In today's landscape, influencer marketing has become more challenging yet crucial for brand success. The Triangl story teaches us several lessons:

• Authenticity is Key:

  • Triangl's success lies in its authentic approach to influencer marketing. Gifting was not a transaction but a genuine effort to create a connection with influencers. They also prioritised providing a good service to their customers and above all else, ensuring the product was perfect and loved by their target market.

• Adaptability is Crucial:

  • The digital landscape has evolved, requiring businesses to be adaptive. Triangls’ willingness to try different approaches and strategies during their time, like free-gifting social media users, showcases the importance of flexibility in marketing. Many businesses would have been apprehensive to send products in exchange for social media content, as social media wasn’t known to generate any business income. Triangl took risks with their marketing and instead of being scared about the changing digital landscape, they eagerly embraced it.

• Importance of Micro-Influencers:

  • Triangl recognised the potential of micro-influencers early on. Today, engaging with niche influencers who authentically align with a brand is often more impactful than aiming for mega-celebrities. Many influencers today take payment for their social media posts, especially ones with large followings, therefore depending on your budget you will have to be flexible with who you choose to engage with. Look to incorporating user-generated content, asking your everyday customers to send you video content that you can re-share to your socials and them to theirs.

The Triangl journey serves as a testament to the transformative power of influencer marketing when approached with creativity, authenticity, and a keen understanding of the ever-evolving social media landscape. Influencer marketing is not just a promotional tool but a means to establish a strong brand presence and cultivate a sense of desire and exclusivity among your target audience.