When retail and Community intersect in the best way

Uh oh, Friday the 13th. Let’s hope for the best.

This week was a busy one. I also found a new apartment (my lease is up soon) so that’s good. Nailed that down and locked in the movers. One thing about me: Movers are one of the few things in this lifetime I will always pay a premium for. I don’t care what it costs. It’s worth it.

This week I want to talk about something that you may have seen me share not once but twice this week on Linkedin.

Let’s jump in.

I don’t hate to admit this. I’m online a lot. I like seeing what the latest conversations are, social trends happening, what’s out there in the work/career universe, staying connected with colleagues and friends, and so on and so forth.

Always online.

This week I shared not once, but twice, about the power of community and the shift I see happening in real time when it comes to influencer marketing (“Influencer marketing” itself seems too formal even for this, but go with me). Creators aren’t just promoting brands, they’re building community around them. And that community started with the creator.

I love that the everyday people (end user, employee) are the ones making the splash for the company. Not the company making a splash for themselves. Not that there’s anything wrong with the latter; some get it right. But that’s another topic for another time.

When the people closest to the product become the storytellers, you don’t just get reach, you get trust. Peers trusting peers. That is community.

It’s also shared interest. It’s conversation. It’s bringing people back to reengage. It also builds a super niche sub-community of people who have a new-found love for the product because of all the hype built around it, which all started with the end user: the creator.

Take Romeo for example. They spun up a quick little Dr. Pepper jingle and few weeks later had the jingle in a Dr. Pepper commercial during the NCAA Basketball Championships. Romeo also snagged a spot at the Super Bowl With Vita Coco (jingle provided too). See what an original idea can do for you? Put it out there. You never know what will latch on and take off. It only takes 1 idea.

There’s also Staples Baddie; the Staples employee recording videos at work about what Staples offers. And she’s doing it in her own unique way. I mean, did you know Staples offers passport photo services? TSA Pre-Check sign up services? Extensive printing and lamination services? I sure didn’t. I only go into a Staples if I need new pens or pencils. The best part about this? Staples is leaning in; they’re in the comments as fans. With us. Sure, there’s probably a lot behind the scenes happening between Staples Baddie and Staples, but that’s not the point (ok maybe it is long-term. We definitely hope Staples is doing something for her).

Staples’ brand account is a participant in the experience (much like Dr. Pepper and Vita Coco were/are for Romeo). Not the silent authority. And BTW, Staples Baddie was on Tiktok Live last night and shared that she has the best store manager and that she’s been super supportive of all this. Love to hear it. The last thing you want in a situation like this is a manager who disrupts the momentum.

Everyday creators win because they not only feel real to us as watchers—they are real. They’re proximate to a lived experience we can relate to. They show the messy beginning, middle, and end, not just the polished outcome. And in a feed full of ads and optimized this and optimized that, the authenticity cuts through that and makes its way to the forefront. It’s inspiring, to be honest.

Are there creators in your feed who are succeeding at similar things? I want to know! Perhaps you have seen Romeo and Staples Baddie in your feed, too.

Thanks for reading and for being here. I don’t take for granted that you care what I have to say. Or even if you don’t care, and you’re still here; thanks for being a fan anyway. ❣️

All my links are here. Let’s connect!