How Brands Can Turn Consumers Into Community

"For Cocokind founder Priscilla Tsai, the tattoos in question happened during a customer brand trip to Miami, where "six out of the eight customers on the trip got impromptu tattoos of a coconut tree and the word 'kind,'" she said during a panel with Noyz chief executive officer Malena Higuera - who hosts a tattoo artist at the brand's launch parties - and Arnaud Kerviche, senior vice president of global brand and innovation for NYX Professional Makeup."

""I am so much more focused on having 1,000 customers who are absolutely obsessed with us, than having a million who kind of like us," said Tsai, who personally fronts much of Cocokind's "edutaining" content on TikTok page, which has more than 172,000 followers. "We treat our customers like the very important stakeholders they are," added Higuera of how Noyz seeks to cultivate community among its consumers."

""I was at the airport [months ago] and observed our target market on Snap and said, 'alright, let's try it' - we got 100,000 followers in four weeks," said Higuera, adding that Noyz also conducts one-on-one calls with customers via the app for feedback and to foster connection. "The one thing you cannot buy is engagement. You can buy all the views and reach in the world, but if you've got an engaged community, that's going to build sustainable value well beyond a viral moment.""

Six of eight customers on a Cocokind brand trip to Miami got impromptu tattoos of a coconut tree and the word 'kind'. Cocokind prioritizes building 1,000 deeply obsessed customers over amassing a million indifferent ones. The founder fronts much of Cocokind's "edutaining" TikTok content; the page has more than 172,000 followers. Noyz cultivates community via brand trips, prelaunch mailers, Snapchat customer takeovers, and one-on-one calls for feedback. Noyz gained 100,000 Snapchat followers in four weeks after targeting the platform and emphasizes that engagement cannot be bought. Engaged communities build sustainable value beyond fleeting viral moments.

Read at WWD