The company who launched by giving away their product for free.
Kate Ware, BuzzPop Social
31 March 2017
I came across Girlfriend Collective early this year on Facebook. A friend had shared a link to this unknown activewear brand because they were literally giving away their product. For free. Zip. Zero. Nada. Not because there was anything wrong with it, but because they’d decided to direct the entire marketing budget for the launch into giving away their gear for free. What a marketing strategy, hey?
While I *used* to believe that leggings were not pants, I have since had two children and now firmly believe activewear is not just a choice, it’s a lifestyle, baby. Which is why I couldn’t go past this crazy offer. For the cost of shipping only (approx $50AUD) I got my hands on the very first run of Girlfriend Collective leggings which would come to retail for US$70 + shipping.
Today, almost 3 months later, I received my highly-anticipated parcel. And my gosh, was it worth the wait. They truly are amazing tights; well made, quality material, incredible fit.
Alas, this was not intended to be a story about how great these leggings are (although, they really are awesome!), rather I want to dissect the strategy. As of today, Girlfriend Collective has almost 57k Instagram followers, 46k+ Facebook fans and a whole swagger of peeps desperate to get their hands on more of the range. Their Facebook page is flooded with posts from happy-legged ladies around the world who have received their pants and are loving them hard! And this is all for a company who hasn’t even officially launched!
I spent some time this morning digging a little deeper into the Girlfriend Collective launch strategy and how small businesses could apply some of the principles to their own marketing. Go and check it out for yourself here.
Ps. This is not a sponsored post. I just get a kick out of seeing brands do something unique and think it’s fun to celebrate that!
Girlfriend Collective leggings which are made from recycled plastic bottles.
Photograph via Girlfriend Collective.
“…but because they’d decided to direct the entire marketing budget for the launch into giving away their gear for free. What a marketing strategy, hey?”
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