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Aviator Nation: Paige Mycoskie
How I Built This with Guy Raz
Unexpected Sales Growth and Lack of Influencer Strategy
The sales of the brand exploded during COVID, largely due to an email campaign that distributed a large amount of product, leading to visibility during Zoom calls and driving sales through word of mouth. The brand did not have an influencer strategy and did not anticipate the surge in sales, and they observed a sudden increase in teenage girls wearing the brand due to its popularity on TikTok. The brand also had a relatively small social media following despite being established since 2006.
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