Social media is not just a hub of entertainment and connection, it’s a powerful bridge between the digital and real worlds.
For both brands and creators, building communities online has become essential, transforming virtual popularity, dedication, and excitement into real-life experiences and loyalty.
It goes without saying that Alix earle has taken the influencer space by storm. She sells out products, has become TikTok’s it-girl, and now she’s dominating the ocean too (yes, really!)
A huge part of Alix’s appeal and popularity is her relatable, college girl, somewhat ‘messy’ persona. Last year, she decided to lean into the more wild side of her life by launching her podcast ‘Hot Mess’ which dethroned Joe Rogan from the top of the Spotify podcast chart upon its release. Rather than the popular sit down interview podcast style, Alix’s podcast focuses on her personal and exclusive stories, and casual chats with her friends and family.
Alix’s entry into the world of long-form content has enabled her audience to connect with her on a deeper level, and her most doting fans consider Alix as a best-friend, and they’d do anything to attend an Alix Earle party!
Their wish was Alix’s command, as last week she announced, sold out, and hosted her first ‘Hot Mess at Sea’ boat party where she welcomed her followers to get a taste of the Alix Earle lifestyle beyond social media.
The first Hot Mess at Sea party – of which Alix hopes to host more – is a true testament to the community Alix has built online, and also the impact that social media can have on the activities we engage in offline.
The FOMO was real, as before, during, and after the party, our TikTok feeds were full of content posted by Alix herself, the Hot Mess channels, and the guests that attended.
And for brands, if your soda, snack, or dress was spotted being enjoyed by Alix Earle and co. on a boat in The Hamptons, you’re onto a winner. Potential sponsorship opportunities in the making...
Refy Community Trip
Refy Beauty took a similar approach to Alix and excelled in ensuring their recent brand trip was inclusive and customer-focused. Instead of inviting influencers on an extravagant trip, they chose to invite a select group of their dedicated and valued consumers to a stunning villa in Mallorca.
The brand’s founder, Jess Hunt, attended the trip, spending time exploring the island and engaging in wholesome activities with the guests, who naturally enjoyed using their favorite Refy beauty products throughout the trip.
The trip received lots of positive engagement on the brands social channels…
And the guests shared beautiful UGC that highlighted the effectiveness of brands investing in their communities.
Keeping things a little more wholesome and low key, the Jellycat Fish and Chips experience in London’s Selfridges is another excellent of a social media buzz translated into the real word.
The UK based soft toy brand has attracted a consumer base far beyond young children, and having a Jellycat toy in the digital age is the social media obsessed persons version of owning the latest Birkin.
Nostalgia is at the core of Jellycat’s popularity. Thanks to TikTok and other major social media platforms, Jellycat has been introduced to millions with users sharing their collections, wish lists, and excitement for new releases.
Audiences bond over their love for Jellycat toys, and the brand has expertly leveraged this connection. Their TikTok account, with nearly half a million followers, showcases adorable videos featuring the beloved toys. Recently, the highlight across Jellycat's and their followers' channels has been the Jellycat Fish and Chip popup at London's Selfridges.
With the knowledge that the brand has an invested and loyal consumer base, this Summer, Jellycat opened a pop up in Selfridges inspired by the classic British Fish and Chip shop to build hype around their latest collection inspired by the UK’s favorite meal.
Not only has the pop-up been extremely popular with shoppers queuing to watch the retail assistants squeeze a Jellycat lemon over their Jellycat cod, but it has sparked the creation of some excellent UGC across social media.
This creator regularly posts about her love for Jellycat’s and her growing collection, and was invited to Selfridge’s to enjoy the experience and create content encouraging her followers to check it out too.
By turning online followers into real-life participants and creating memorable offline experiences, Alix Earle, Refy, and Jellycat demonstrate the powerful impact of nurturing communities. For brands and creators, the synergy between social media and real-world connections is not just beneficial—it's essential for lasting success.
