Proudly Odd: Social Media Brand Campaign for Oddli

Introduction

Oddli is more than a clothing brand, it’s a creative movement grounded in authenticity, sustainability, and community. What first drew me to Oddli was not only its colorful patchwork ColorGrid pieces but its humanized approach to branding. From behind-the-scenes reels of the founders sewing garments themselves to using Close Friends features to create intimate drops, Oddli stands out for its transparency and bold rejection of fast fashion norms.

The purpose of this campaign, “Proudly Odd,” is to harness the brand’s already strong community-based voice and apply it to a Pride-centered initiative. Through a month-long, multi-platform activation, the campaign will spotlight LGBTQ+ voices, build momentum around a limited-edition Pride ColorGrid swim drop, and reinforce the message that being comfortable in who you are—and who you want to be—is a radical act of joy. This campaign not only enhances Oddli’s inclusive image but expands its visibility in an authentic and purposeful way.

Social Media Audit

Key Findings

• Instagram (75K+ followers): Vibrant feed with consistent ColorGrid visuals, closeknit UGC reposts, strong product photography, and intimate behind-the-scenes content. The Close Friends feature is used strategically to build insider loyalty.
• TikTok (130K+ followers): High-performing voiceover storytelling (often 1M+ views) showing production processes, various styling, and Oddli’s day-to-day ethos. User duets and community-led content thrive here.
• Facebook (47 followers): Less active than other platforms, but still used to cross-post key Instagram content and announce product drops or campaigns. The tone remains consistent with Oddli’s brand voice. While engagement is lower here, the platform provides a searchable archive of past launches and a touchpoint for older audiences or Facebook-native shoppers.
• Email Marketing: Strong voice and visual consistency; drops are teased via email before Instagram or TikTok. These convert well, especially to Oddli Club members.
• Brand Voice: Relatable, down-to-earth, and radically transparent. Oddli doesn’t rely on high-production gloss, instead, it shows the messiness of creativity, which deeply resonates with Gen Z.

Opportunities for Growth

Despite their strengths, several opportunities exist for Oddli to expand its digital footprint and impact. Their LinkedIn presence remains very limited, representing an untapped platform for sharing their mission, conducting founder interviews, and highlighting sustainable practices. Facebook also presents a growth opportunity; currently, it features low-frequency posting that often mirrors Instagram content with less engagement. This platform could be more effectively leveraged for cross-generational storytelling and promoting events. Finally, there is a noticeable absence of public-facing campaigns tracking LGBTQ+ inclusion or showcasing sustainable impact statistics. Developing visual impact graphics and community spotlights in these areas would offer significant value and further reinforce their brand values.

Target Audience Analysis

As you begin to analyze the followers on Instagram and TikTok, you’ll notice the demographics and user habits are different on each one. In order to find success on each social platform, it’s important to cater each post on each site to its designated audience.

In general, across all sites, Oddli’s audience is primarily Gen Z and Millennial, with strong values around inclusivity, sustainability, and self-expression. Oddli’s customers often choose brands that reflect personal ethics and uniqueness.

Instagram caters to a primarily Gen Z and Millennial audience. For this audience, it may be more valuable to use trendy hashtags, viral sounds/songs (on videos), and captions that are trendy and cater to personal ethics and uniqueness.

TikTok consists of a slightly younger Gen Z audience (16-25 years old). This audience heavily engages with usergenerated content (UGC) and trend challenges. To keep them engaged, prioritize short, visually driven videos, popular sounds, and clear calls to action for participation in trends.

Behavior & Demographics

• Age Range: 16-30 years old
• Location: Urban, coastal U.S. hubs (NYC, LA, Austin, Portland)
• Gender Identity: Fluid and inclusive
• Behavior: Actively shop online, prefer ethical/sustainable brands, engage with user generated content and trend challenges, use Instagram and TikTok heavily for inspiration

Campaign Strategy: Proudly Odd

“Proudly Odd” is rooted in the belief that being odd is beautiful, and being yourself is powerful. This campaign celebrates queer joy, creative self-expression, and community connection.

Objectives & SMART Goals

In terms of growing awareness around Oddli’s “Proudly Odd” campaign, having a reputable social media presence is extremely valuable. Building an engaged fanbase and educating followers on the successes of the campaign is key to its reach and impact. Oddli knows a thing or two about building community, so how do we capitalize on this?

Oddli needs to focus on Increasing Brand Awareness, so this is more than just putting out content. It’s about being strategic in posting content on social platforms where it will be seen by its target audience. An example of this is measuring the total number of impressions on each platform.

Our second goal is Improving Follower Engagement. This can be measured by likes, shares, reposts, tags, and comments. Interactions and conversations with users will only help drive more traffic. It will also explain how much interest your content is truly pecking to your followers. An example of this would be calculating the percentage increase in engagement.

The last goal is Driving Product Sales. This means effectively promoting and selling specific products within the “Proudly Odd” campaign. A measurable goal for driving product sales would be to sell out a significant portion of a designated product line. We will focus on selling out 75% of the colorgrid swim line.

Key Messaging & Unique Selling Points

The “Proudly Odd” campaign for Oddli is rooted in a profound celebration of identity and authenticity, directly addressing the core ethos of our brand while offering a genuine alternative to allyship during Pride.

Embracing Authentic Identity: Being “Odd” as a Strength. At its heart, Oddli believes that being “odd” is not about being an outlier, but about the profound comfort found in one’s true identity. This campaign reclaims “odd” as a term of empowerment, particularly for the LGBTQ+ community, who often navigate societal pressures to conform. It’s about celebrating the unique perspectives, styles, and stories that make each individual beautifully themselves, resonating deeply with Oddli’s vibrant and unconventional aesthetic.

Real Voices, Real Impact. In an era where “rainbow capitalism” often overshadows genuine support, Oddli stands apart by committing to an authentic and impactful Pride celebration. Our campaign prioritizes amplifying the real voices and lived experiences of the queer community over superficial branding exercises, showcasing how Oddli actively contributes to and celebrates LGBTQ+ individuals through meaningful engagement, partnerships, and direct action, ensuring our commitment extends beyond the month of June.

Exclusive Pride Drop: A Tangible Expression of Support. To mark this significant campaign, we will launch a limited-edition Pride drop. This collection is not merely merchandise but a tangible expression of our values, designed to resonate with the campaign’s themes of individuality and vibrant self-expression. Each piece will embody the “Proudly Odd” spirit, inviting our community to wear their pride—and their unique identity—boldly. A portion of the proceeds will be thoughtfully directed to LGBTQ+ organizations, ensuring the campaign generates real, measurable impact.

#ProudlyOdd: Cultivating Community Through Shared Stories. The campaign’s call to action, #ProudlyOdd, is more than just a hashtag; it’s an invitation to a global conversation and a blossoming community. We encourage our audience to share their personal stories of self-acceptance, unique style, and what it means to them to be “Proudly Odd.” This user-generated content will serve as the cornerstone of our social engagement, fostering a diverse tapestry of narratives that reinforce the campaign’s message of belonging and mutual celebration.

Creative Concept & Execution

The “Proudly Odd” campaign will unfold as a dynamic, month-long celebration designed to feel intimate, authentic, and deeply personal. Our creative strategy is built on showcasing the human element of “oddness” through genuine narratives and visually rich, unpolished moments.

Intimate Visuals & First-Person Narratives: The core of our creative concept revolves around raw, “IRL moments” and compelling first-person stories. This approach aims to create a sense of direct connection and empathy, allowing our audience to see themselves reflected in the diverse experiences shared.

TikTok Voiceover Storytimes: Leveraging TikTok’s native storytelling format, we will feature queer individuals sharing their journeys of embracing their “oddness.” These will be styled as authentic, unscripted voiceovers paired with candid, behind-the-scenes visuals of their daily lives or how they style Oddli pieces. This format builds a deeply personal connection, making the brand feel approachable and inclusive.

Instagram Carousels: Our Instagram strategy will focus on visually engaging carousels featuring diverse queer stylists. Each slide will showcase these individuals confidently styling Oddli’s signature ColorGrid pieces in unique ways, demonstrating the versatility of the clothing while celebrating diverse body types and expressions. Accompanying captions will include short anecdotes or style philosophies from the stylists themselves, adding a layer of personal narrative to the visuals.

This multi-platform approach ensures that the “Proudly Odd” message is disseminated through channels best suited for authentic storytelling and visual engagement, creating a cohesive and impactful celebration of identity throughout Pride month and beyond.

Content Creation & Management

Creative Strategy

Our content strategy for “Proudly Odd” focuses on creating a multi-faceted, authentic narrative across Oddli’s key digital platforms. Each channel is leveraged for its unique strengths to amplify the campaign’s core messages of identity, community, and genuine impact.

Instagram

Rationale: Instagram serves as our primary visual storytelling platform, ideal for showcasing the vibrant aesthetics of Oddli and the diverse faces of the “Proudly Odd” community.

Reels: These short-form videos will capture the authentic joy and confidence of being “Proudly Odd,” utilizing trending audio to maximize reach.

Carousels: Dedicated to amplifying user-generated content (UGC) and showcasing queerstylists in Oddli’s ColorGrid pieces. These carousels will build community by highlighting diverse perspectives and personal style, creating a visually rich tapestry of shared identity.

Infographic Stories: Will be utilized for digestible educational content, breaking down key aspects of Oddli’s sustainability practices and the measurable impact of the Pride campaign’s charitable contributions. This format allows for quick, informative snippets that resonate with a socially conscious audience.

TikTok

Rationale: TikTok is crucial for reaching Gen Z with authentic, short-form video content that feels native to the platform. It’s an ideal channel for fostering viral potential and direct engagement.

Creator Styling: Features collaborations with LGBTQ+ fashion creators showcasing innovative ways to style Oddli pieces, directly inspiring product engagement and broadening our reach within relevant communities.

Process Videos: Offers transparent, bite-sized peeks into Oddli’s ethical production and 
material sourcing, building trust and reinforcing our brand values in an engaging, accessible format.

Challenges: Introduce interactive, brand-aligned challenges (e.g., #ProudlyOddStyle) that encourage user participation and submission of their unique “odd” styles, leveraging TikTok’s community-driven nature.

Paid Strategy: Amplifying Impact

Targeted $1,000 Budget

Instagram & TikTok Ads: These platforms are chosen for their highly visual nature, strong Gen Z user bases, and robust targeting capabilities, making them ideal for impactful fashion and community-driven campaigns.

Precision Targeting: Ads will be meticulously targeted to Gen Z LGBTQ+ creators and sustainable fashion communities.This ensures our message reaches individuals who are not only aligned with our brand’s values but also possess the influence to further amplify our campaign organically. This focused approach maximizes the efficiency of our budget by reaching highly relevant and engaged demographics.

Performance-Based Boosting: Our paid efforts will prioritize boosting top-performing Pride videos and styling posts. By allocating ad spend to content that has already demonstrated high organic engagement (likes, shares, comments), we leverage social proof and optimize for content that is most likely to resonate with our targeted audience, driving higher conversion rates and brand awareness.

Management & Community Engagement

Comment Monitoring: Our dedicated Oddli team will monitor comments daily across all active platforms. This proactive approach ensures timely responses to inquiries, immediate addressing of any negative sentiment (following guidelines for appropriate engagement), and consistent amplification of positive feedback. Our goal is to cultivate a supportive and interactive atmosphere, making our audience feel heard and valued.

Weekly UGC Reshare: To amplify community voices and demonstrate genuine engagement, we will perform a weekly reshare of top-performing #ProudlyOdd UGC. This not only provides fresh, authentic content but also validates and celebrates our community members, encouraging further participation and reinforcing the campaign’s collaborative spirit.

Branded Story Templates: To streamline and encourage audience participation, branded story templates will be made available for #ProudlyOdd submissions. These easy-to-use templates will provide a consistent visual framework for user content, lowering the barrier to entry for participation while maintaining brand cohesion across all shared stories.

Platform Selection

Instagram will remain the campaign’s core platform, given Oddli’s highly visual brand identity and existing following of over 75,000 users. Through a mix of Reels, carousels, and Stories, we’ll deliver dynamic content that captures styling inspiration, drop countdowns, and real-time moments from the community. This is also where user-generated content (UGC) can be spotlighted easily and story templates can be shared to encourage interaction.

TikTok is a critical space for creator-driven storytelling and discovery. With its emphasis on trends, sound, and authentic editing, this platform offers the best opportunity for viral growth. The campaign will utilize voiceover-style storytelling, behind-the-scenes sewing clips, and the #ProudlyOdd styling challenge to inspire meaningful engagement. This is especially valuable for tapping into Oddli’s Gen Z audience and reinforcing a feeling of organic momentum around the Pride drop.

Facebook will function as a complementary space, primarily used for crossposting event recaps, sharing community photos, and engaging older segments of the audience who may not be active on TikTok or Instagram. While not a primary focus for growth, it will be maintained to ensure platform consistency and visibility across demographics.

Campaign Evaluation

The “Proudly Odd” campaign’s primary objectives are to significantly expand Oddli’s brand awareness, cultivate deeper engagement within our community, and solidify our position as a leader in authentic, sustainable fashion through genuine celebration of identity.

Key performance indicators have been established to track this progress, aiming for a 30%+ Instagram engagement growth and over 250,000 total impressions to gauge reach and active participation. Community building is measured by featuring 8+ LGBTQ+ collaborators and achieving 1,000+ hashtag uses of #ProudlyOdd, alongside 15% Club growth. Commercial success is targeted with an 80% Pride collection sell-through, while broader recognition will be evident with 3+ external brand features or press mentions.

Ultimately, “Proudly Odd” is more than a campaign; it represents a profound deepening of Oddli’s core values. It boldly asserts that being radically oneself is not only sustainable and stylish but a powerful identity to be celebrated every day, reinforcing our brand’s long-term commitment to individuality and authentic self-expression.