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Community Decoded: 5 Tactics from Little Red Book, China's Social Commerce Giant

Posted by Hanne Deceuninck on February 24, 2021

Little Red Book (or RED) is China's biggest social commerce app, with over 6,000 brands selling on the platform (including many international brands).

Everything RED does fits its 3 C strategy: "Commerce, Content and Community". To differentiate from its many competitors, they prioritize the social aspect of their app over commerce.

Unsurprisingly, their approach to UGC is one of the very best in the industry. So I was excited to dig into this one and find 5 tactics to share with you.

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Community Decoded: How Outdoor Voices Builds a Community-First Brand

Posted by Hanne Deceuninck on December 17, 2020

Outdoor Voices is part of a new generation of Direct-To-Consumer brands that puts building a brand community at the core of its strategy. The goal is twofold : increase customer loyalty and accelerate growth through brand advocacy.

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Community Decoded: How LEGO Builds on Superfans and Existing Fan Communities

Posted by Hanne Deceuninck on October 28, 2020

New month, some new branding for this series, and of course a new community to analyse.

Today, we're diving deep into the community strategy of the world's favorite toy brand. Read on to learn how Lego gets it right when it comes to independent fan communities, UGC challenges and co-creation.

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Community Decoded: Lululemon's Mix of Offline & Online Engagement

Posted by Hanne Deceuninck on September 23, 2020

This is Community Decoded #3, our monthly series on brands who are switching to a community-first model. If you're new here, read up on our Glossier and Nike breakdown.

This month we're analysing Lululemon, one of the world's biggest athleisure and community-led companies.

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Community Decoded: 5 Ways Nike Wins With Community Marketing

Posted by Hanne Deceuninck on July 15, 2020

In our new episode of Community Decoded, we're exploring the world's biggest community of athletes and sneaker fans. Nike is the #1 sports brand in the world (worth $37B), the most followed brand on social media (90M on Instagram), and community is at the core of their powerful brand strategy.

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