Category: In the News

Brie Olson, CEO of Pacsun, recently discussed how they are working with creators long-term on TikTok to reach fans digitally.

The fashion retailer’s success with TikTok dates to November 2023 in a big way when its most viral product, the Casey Jean in Astrid wash, sold 11,000 pairs in 48 hours before Black Friday. The brand estimates that the moment led to over $20 million in sales from TikTok alone.

The jean’s success was driven by a video from creator Lyla Biggs, a member of Pacsun’s TikTok affiliate creator program, whose viral video on the low rise jean was shared with her 5,000 followers.

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As brands crank up their influencer marketing spend, creators are leaning into in-person events to sweeten the deal for potential sponsors.

In 2024, YouTubers Sam Golbach and Colby Brock held seven in-person events. So far this year, the duo has already organized five IRL events and experiences — including meet-and-greets and an escape room in Los Angeles — with plans to announce another meet-and-greet at New Jersey’s American Dream mall this week. For the YouTuber duo, whose videos focus on their own travels and experiences at various haunted locations, in-person events represented a natural expansion area. A representative of Golbach and Brock declined to share a specific breakdown of how events fit into their broader revenue picture.

“We’re focused on creating more interactive experiences, just like our videos, for fans to go anywhere in the world and experience getting off their couch,” Brock said.

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