Gen Z-created underwear brand Parade is rooted in a purpose and a promise to impact the world with its cause-focused initiatives.
Less than two years old, the retail company has received over $8 million in funding and has claimed partnerships with a myriad of nonprofits centered around LBGTQ+, body positivity, racial injustice, and more.
Parade’s charitable marketing and Gen Z identity is quickly gaining recognition. See how Parade leverage specific influencer marketing tactics and strategies to disrupt a seemingly crowded space.
Many brands have shared success in influencer marketing with nano-influencers, Dunkin’, Fabletics, and Playstation — to name a few. Brands hope to achieve credibility with this strategy by tapping into niche communities for a more ‘word-of-mouth’ effect than traditional influencer marketing.
In this case study we examine the results of Parade’s recent Cyber Monday campaign featuring 50+ nano-influencers, including “influencers” with under 1,000 followers (the smallest tier of influencers).
Of the 50 sample posts collected, only 20% designated the product as ‘gifted’ by either thanking the brand in the post’s caption or using the hashtag #gifted. FTC guidelines suggest properly disclosing anytime a product was gifted in exchange for a post or endorsement.
Combined Social Reach: