Community is the new currency

The idea: bring thirty hot influencers on a private jet to a tropical destination and douse them with cocktails and free clothes. Oh, and it will be really expensive. And yes, it has been done before. 

Is this a good idea? We think not.

Save your dollars (and your dignity) because the era of flashy influencer excursions and a picture-perfect grid is over.

People are tired of polished, aspirational influencer content. Instead, we’re craving brands that show us more than what they sell. We’re craving brands who show us who they are.

Community is key: REFY.

REFY, co-founded by model and influencer Jess Hunt alongside entrepreneur Jenna Meek, is celebrated for its premium beauty products and elegant packaging. With a focus on simplifying beauty, their mission is to empower customers to embrace their natural selves and feel confident in their own skin.

In an industry where exclusive brand experiences are often reserved for high-profile influencers, REFY boldly flips the script. They understand that true brand ambassadors are everyday customers who genuinely connect with their products and values. Instead of sponsoring influencer getaways, REFY consistently crafts creative, community-driven activations that resonate with real people. 

After they mastered the art of community activations, they took it to the next level. 

Unlike typical influencer trips that often feel superficial and exclusive, REFY invited ten loyal customers on a brand trip to Mallorca, demonstrating that building real relationships with everyday consumers resonates far deeper than a highly curated influencer trip. 

Why? When real customers share their real-life experiences with a brand, it fosters trust and credibility. These more authentic narratives are far more compelling after a period saturated with influencer content and spon-cons.

“I think TikTok is brilliant for brands,” says REFY’s co-founder Jess Hunt. In REFY’s first year of business, a TikTok creator posted a video applying her mascara for about 10 seconds. “She had 200 followers. It was just a normal, everyday post”, says Hunt. But it took off—amassing 94 million views. And that video was what landed REFY in Sephora. 

Say goodbye to expensive influencer rates and hello to the power of user generated content.

Model citizens: Djerf Avenue.

How often do brands feel like they're putting on a performance? Glossy campaigns, picture-perfect models, and scripted moments that dupe true authenticity. But for Matilda Djerf and her brand, it’s not about putting on a show—it's about celebrating people as they are and ensuring that customers feel truly seen and valued.

Djerf Avenue is a Swedish clothing brand aiming to deliver timeless, non-seasonal, and long-lasting pieces. Last month, instead of models they invited forty women from their community for a special photoshoot. The shoot’s purpose was to showcase everyday icons who represent the heart of the brand, recreating the legendary March cover of Vogue by Edward Enninful.

Not only does this underscore the brand’s unique selling proposition (basics that work for everyone, all the time), but it creates an expansive brand world in which people of all stripes can see themselves. Djerf Avenue does this without ever lowering its standard; thoughtful, curated and upmarket design. This means it can be inclusive of people while keeping a level of aspiration.

Don’t just take our word for it. Look at how they’ve nailed it.

Speaking to camera: Jaz Hand Made.

“But, if I’m not posting about my product, people won’t buy it.” Right? Wrong.

Jaz Hand Made is an Australian jewellery label dedicated to crafting high-quality pieces perfect for everyday wear. Standing out in a saturated market is no easy feat, which is why Jaz Hand Made focuses on showcasing their personalities over their products.

Their TikTok account, with an impressive 142K followers and 12.8M likes, rarely features their jewellery. Instead, it highlights the faces behind the brand. The BTS moments, silly dances, trending challenges, trying local cafes and outfit inspo. This strategy has fostered a genuinely loyal community deeply engaged with their content, with videos consistently racking up millions of organic views.

Jaz Hand Made understands that connection comes before commitment. Their split-channel approach isn’t just about selling jewellery—it’s about fostering long-term relationships. On TikTok, they lead with authenticity and community. On Instagram, they spotlight their products. It's a strategic way to connect with their audience on a deeper level, while still showcasing what they do best.

We call it the connection to commerce pipeline. 

What does this mean for your brand?

If you want to stand out in today’s market, it’s time to shift the focus from influencers to the people who really matter—your community. At Willow & Blake, we specialise in creating meaningful, community-first social strategies that build lasting connections.

Ready to build a brand that people want to talk about? Let’s make it happen.