How rising retail brands use influencers to combat digital overload
NEW YORK — In 2024, jewelry brand Mejuri experienced a marketing moment that even extensive media spending couldn't replicate. When pop star Taylor Swift was photographed wearing an heirloom signet ring from Mejuri during the AFC Championship game, it propelled the product to overnight fame. Swift wasn't wearing it as a paid endorsement, but Mejuri capitalized on the opportunity by laying the groundwork and amplifying the story through PR and owned social channels, making it feel organic.
Mejuri CEO and co-founder Noura Sakkijha emphasizes building a community of influencers and stylists. She says, "We don’t know where the product is going to end up because the celebrity will pick the product. The tip is to build a community of influencers. If people love your product, it will end up in the right hands."
This sentiment was echoed by Beyond Yoga's CMO, Katie Babineau, who highlighted the importance of community. Beyond Yoga launched a major brand platform, "Seek Beyond," starring actor Issa Rae. The campaign features influencers and everyday customers, emphasizing steady progress over perfection. This approach is supported by The Sculpt Society founder Megan Roup, Hike Clerb founder Evelynn Escobar, and Big Girls Who Run LA co-founder Danielle Burnett.
Combating digital overload is a key focus for these brands. By establishing ties with the right creators, they can adapt to platform changes and prioritize different content types. Mejuri, for example, relies on creators on apps like Instagram to maintain aesthetic consistency. However, the ever-changing nature of social media makes it challenging to set long-term roadmaps.
Consumers are also becoming more advertising-averse and aware of the downsides of excessive screen time. This puts pressure on brands to deliver valuable and personalized content. Beyond Yoga has built a dedicated in-house team to foster community, focusing on niche, emerging creators. They're also exploring ways to convert top-performing organic content into paid media, allowing for more efficient campaigns.
The discussion around artificial intelligence (AI) is intriguing. While some see AI-generated personalities scoring brand deals as a potential threat, others view it as an opportunity. As AI content becomes more prevalent, there's a growing need for human-based creation, as emphasized by Babineau. This shift towards community-forward approaches may be a boon for brands already invested in this strategy.
