Sweeney Sweeney

How Did A Red Bathing Suit Take Over The Internet?

Rachel Lowe

Curiously, a red bathing suit took the Internet by storm yesterday. California based clothing company Sunny Co Clothing put a promotion on Instagram stating that if users shared their photo and tagged them within 24-hours they would receive a code for the $65 bathing suit pictured – for FREE.

I stumbled upon the post 21 hours after the fact and decided – for the first time ever – to participate in a reposting contest… half for the free bathing suit, and  half because the social media nerd in me needed to see how this small company would pull off messaging a code to thousands of people.

Much to my surprise I got the bathing suit when they posted a second post with a code for everyone to see… right after admitting they didn’t expect this type of response. So, what did they get out of giving away thousands of bathing suits anyway?

Well…

A completely sold out inventory for all their suits, ample media coverage from pubs like E News and a social following that went from less than 100K to 785K +… not to mention the number of conversations they drove across the Internet.

And there you have it, the power of social media… and the word FREE.

Rachel Lowe

Senior Account Director

Rachel is a seasoned marketing pro with expertise in both digital and traditional strategies. She has led campaigns and developed strategies for brands across B2C, B2B, and B2G, including Bruegger’s Bagels, The Container Store, JOANN Stores, Mr. Chicken, Enlighted, Conduent, and more. She holds certifications in HubSpot, Email Marketing, SEO/SEM, Google Ads, Google Analytics, and Sprout Social. Rachel has also served as VP of Communications on the PRSA Cleveland board and was honored with the PRSA Rising Star Award for her impact in the industry. An Ohio State University grad, she earned her bachelor’s in strategic communication with minors in fashion/retail studies and professional writing. She also holds an executive education certification in Digital Marketing Strategies: Data, Automation, AI & Analytics from Northwestern’s Kellogg School of Management.

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