How underwear brand Parade built a following and revenue on Instagram - Business Insider

Parade was founded with the thesis that community-driven brands will win the loyalty of Gen Z for life," said Cami Tellez, CEO of underwear startup Parade.

To accomplish this, Parade has focused its social strategy on building a community of nano-influencers who promote its products. Cami Tellez and Jack Defuria, both 22 years old, met in college. Since 2015, they had each been working in the New York tech scene while going to school. They believed that ecommerce was the future, especially in the underwear industry.

after the former chief marketing officer of its parent company L Brands, Ed Razek, suggested that trans women could not sell the fantasy it sought to promote. And it's paid off: Parade has raised $4.5 million from consumer funds including Lerer Hippeau, Greycroft, and CASSIUS, according to Tellez, and sold more than 160,000 pairs of its underwear to date. Here's the marketing strategy they used to do it. Instagram

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