Social media marketing

An Influencer Marketing Success Story: Triangl Swimwear

It comes as no surprise that Triangl is doing something right when it comes to selling their swimwear. With a combined following of 3.4 million followers on Instagram and Facebook, their effective yet simple social media strategy helped transform their $5 million business into a $25 million business within the year. Their secret was Influencers and Instagram. 

Instagram is the best platform because it’s measurable.


Founders, Erin Deering and Craig Ellis began with no marketing budget but creatively decided to gift swimsuits to online bloggers to spread the word about their product. Like many other brands, sending out your product in exchange for a simple blog post has resulted in great success. (Check out our article on HiSmile and how they used influencers to become a multi-million dollar business). Thankfully this gained a lot of interest from followers into what these Instagram models were wearing and therefore resulted in a large following and interest via social media. 

The key discovery for Triangl, was realising that Influencers on Instagram, particularly female models, helped transform 'likes' into sales. Today, international celebrities such as Kendall Jenner, Beyonce and Miley Cyrus have uploaded pictures in the neoprene bikini to their social media platforms and local models Dilya Diaz, Annie Jaffrey and Megan Irminger, frequently on the @triangl account. Who doesn't want to be like those hot babes in amazing bikinis. 

The three major things to learn from Triangl is;

1. You can sell your products without spending any money
The answer? Influencer marketing. Even if you have a small budget, your money will always be put to good use when you choose the right influencers for your target audience. It's definitely a matter of getting the right influencers to promote your product. For Triangl, Bikini models on Instagram were the perfect fit because all women interested in looking like these gorgeous ladies will want what they're wearing. From this, the more sales you get the more you can invest in larger influencers, if not celebrities. This is the golden ticket to growing your business a few million dollars (In this case). 

2. You can convert 'likes' into sales

Focusing on Influencers that fit their target audience, they worked their way up to gaining attention of more influential influencers, even celebrities, to build their brand awareness incrementally. By providing bloggers with free swimsuits in exchange for a post of them wearing it, they generated a large following on social media. They quickly discovered that females on Instagram were the key to transforming likes into sales. The power of influence. 

3. Building a community around your brand

Building content that remains authentic and relative to your fans can have more influence than tradition advertising, that's no secret. Triangl creatively leveraged off Instagram and their influencers to create the Triangl Girls Initiative. Many users who buy Triangl swimwear post a photo on Instagram as they want to be just like their Instagram models that they follow. The Triangl Girls Initiative gives their followers the option to post an Instagram picture wearing their swimwear and submit it to feature on Triangl's Instagram page. This will be exposed to thousands if not millions of people, so it gives customers and incentive to share the product around. The genius idea in this? It's free advertising.

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Hello? Is Anybody Listening?

As children, we’re taught to listen.

Some of us took that advice, others didn’t. But now that we’re all grownups in the big, bad world, it’s important to remember what we were taught as kids. It is important to listen, how else are you going to understand what the other person wants? The same rule applies to brands.

Social media provides you with the opportunity to engage your brand’s audience, and discover more about what your audience wants - you just need to open your ears and hear what they are saying, the information is right there.

Listening doesn’t just work for learning what your audience wants. With social media listening tools, you can also discover what is being said about your company, industry and brand. This is really interesting stuff that you can find out here! You can track the times your brand is mentioned and by who, keep an eye on industry trends and make sure that your competitors aren’t getting too far ahead of themselves.

Just as you wouldn’t send your child off to university and not check in on how they’re doing to make sure they stay on track. Following that logic, you shouldn’t then post content on social channels and not keep an eye on the world’s reaction.

Sure, we all record how many likes, clicks, and shares we’ve got, but does everyone go that step further and actually try to monitor conversations outside of their reach?

So why should you spend time doing this, when there are already not enough hours in the day?

Because using social media listening tools (like we do!) will provide a stronger return on investment.

1- You’ll be able to cater your content to your audience in a much more specific way, knowing what types of language they respond to, if there are particular topics that get them really riled up, or whether they prefer to engage with casual, relaxed content.

2- You’ll be able to resolve a negative crisis much faster, and you’ll know more about the situation and context.

*Did you know that it takes 12 positive experiences to make up for one unresolved negative experience? That’s a whole lot of effort. Instead, be ahead of the game and catch the complaint before it even is one.

OR, you could just go all out like Zappo does - see this epic letter from a staff member to an unhappy shoe wearer here! - (thanks to @Kissmetrics for the blog post).

This situation is slightly different to what we’re talking about, in terms of social listening, in that this customer clearly reached out to Zappos to complain - but the same sentiment can be applied. Listen to your audience, and if you hear that someone is unhappy with what you’re doing, do your best to turn it round.

3- You’re going to get to know your audience's thoughts, for no additional cost. Something as simple as monitoring your hashtag/s is really useful to find out opinions and thoughts.

Apple for example closely monitors the hashtags used on a product release day - that gives them massive insights into the public’s thoughts on their product. And hey, If it works for Apple, it’ll work for you.

It’s really quite simple; if you aren’t listening to your audience, you can bet your bottom dollar that someone else is. And they’ll be the ones profiting from all those juicy insights so carelessly overlooked by you.

👆 That’s your competitor

For our clients, this is something we do every week. We’re across brand mentions (when they involve our clients directly, and when they are not tagged in the post) - we can even track down who the person is who made a complaint about you verbally in a cafe. It’s true - we did it last week when we physically overheard a loud conversation.

We’re always listening...

👆 That’s us

You can learn more about how to listen to your audience on social media online, or get in touch with us to talk about how we can do it for you.

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