Locker’s Post

In Locker's recent Q2 investor update I was able to include a new buzzword...if you haven't heard of it yet, the newest buzzword is EGC (Employee-Generated Content). EGC is a spin off of UGC (user-generated content) where employees are encouraged to create & share BTS content online about their company, typically on their brand's owned socials, in an effort to build brand affinity and relatability with their community. This type of organic content is proving hugely successful, at least for companies where employees seem genuinely excited to participate. And this type of content really thrives for IRL content, which is yet another reason I'm glad we now have a Locker HQ 🏡 With the democratization of content on platforms like TikTok and Instagram, brands have shifted from expensive production-level ads, to then landing influencer deals for their relatability (which also then got quite expensive), to now focusing on amplifying everyday voices of their community and now teammates. Gen Z is the generation of connection and purpose - they seek out the brands that they feel stand for something good, or a founder and team that they can resonate with. Plus, with a new wave of Gen Z girls quitting their 9-5s to become full-time influencers, the desire to see content from others in ~corporate culture ~ is stronger than ever amongst consumers. A few brands stand out so far when it comes to their EGC strategy, including activewear brand SET ACTIVE, language-learning platform Duolingo (their strategy includes more than just their mascot!), and airlines like Delta Air Lines and Southwest Airlines. When you go to any of their social media accounts, you immediately feel engaged and an urge to keep up with their content, despite maybe some of it actually not being relevant to you. You don't have to own Set Active or use Duolingo to want to watch and engage with their content, but you without a doubt will remember them. As a startup, building our brand and community intentionally has been essential to our growth. Locker has leaned into this strategy since day one as a way to bring our community into the fold and show the ins and outs of building a startup (the good and the bad). Our team shares content on the Locker social accounts but also on all of our personal accounts, further building brand awareness from many different angles. As a founder, nothing makes me happier than seeing how much the Locker community loves each member of our team on a personal level. Sharing some of our team's EGC below (more in the comments!). #startup #content #contentstrategy #consumertech #tiktok #ugc #egc

Have we found #GenZ's Clueless outfit generator? #AI companies have been vying to recreate the concept since the dawn of 1995’s iconic film Clueless. #Fashion fanatics have been dreaming of Cher Horowitz’s closet outfit generator — put together each day by a fictional computer programme. While image-sharing app Pinterest has surged in popularity as Gen Z has looked for ways to log, organise and #style outfits from their wardrobes. Now, an unexpected tool has emerged as part of the research phase of the consumer journey: iPhone’s humble Notes app. Here's everything to know: https://lnkd.in/e8whVeFn

When scrolling on Locker, you don’t typically see non-alc bevs alongside the typical apparel, home and beauty products. But when Scout Brisson reached out and suggested we do a Locker x De Soi Sparkling Non-Alcoholic Apéritif content collaboration I could not have been more excited. Today our curation went live showcasing the perfect outfits for a summer vacation in Italy while drinking the new De Soi Spritz Italiano 🍊 This is an amazing example of how Locker can seamlessly integrate with a non-endemic brand, bringing contextual brand awareness to a brand that wouldn't typically be saved to a Locker fashion collection and bringing it to life through curation. Locker is such a powerful platform for both endemic and non-endemic brands to reach their new, and reengage their existing, customers and we are so excited to continue to do more of this to support brands in the ever-changing advertising landscape. And even better, they shared a special code for Locker users 🇮🇹 Find it in our collection here: https://lnkd.in/gcpkKyk7 See our curation / content here!! https://lnkd.in/gQcibzGV If you are a brand that want's to work with Locker, email us at partnerships@wantlocker.com!