In the fast-paced world of digital marketing, one of the most potent psychological triggers is the fear of missing out (FOMO). A small Australian bikini brand, Triangl, leveraged this concept brilliantly, turning their brand into a global sensation—thanks in large part to their sneaky strategy that cashed in on Kendall Jenner’s own FOMO.
Below, Mark Baldwin, the founder of Baldwin Digital, a leading web design and digital marketing agency, reveals how a previously unknown swimwear brand from Australia engaged one of social media’s biggest influencers.
Triangl’s Clever Marketing Tactic
Triangl, a then-small swimwear brand from Australia, had big ambitions to break into the US market. But there was one problem—they couldn’t afford to hire high-profile influencers like the Kardashian-Jenners. So, instead of paying for a sponsored post, they took a different approach.
“The brand gifted all of Kendall Jenner’s friends a selection of their signature bikinis—but they didn’t send anything to Kendall herself,” Mark explains. “Kendall saw everyone around her wearing Triangl—and she wanted in.”
The Psychology Of FOMO In Action
FOMO marketing is based on social proof, the idea that people are more likely to want something when others around them have it. And it worked; Kendall Jenner, feeling left out, personally reached out to Triangl’s founder, Erin Deering, asking if she too could get in on the bikinis her friends were all wearing. The brand happily sent her a package, and Kendall soon posted about it on her social media.
The Impact Of Influencer Engagement
Kendall Jenner’s organic interest catapulted Triangl into the mainstream. “Before her post, the brand was selling one bikini a day,” says Mark. “After she showcased the brand, sales skyrocketed to 1,500 bikinis per day.”
This case study highlights why influencer engagement remains one of the most effective marketing strategies brands can leverage. Authentic endorsements like Kendall’s are hard to acquire, but they drive more engagement than paid partnerships, and social validation from celebrities enhances the public’s perception of a brand.
Lessons For Businesses
“Triangl’s success offers valuable takeaways for brands looking to stand out,” says Mark. “Leveraging FOMO marketing by creating exclusivity or making a product appear ‘scarce’ increases its desirability. Targeting influencers indirectly, as Triangl did by not gifting Kendall until she asked, can sometimes make them want it more and increase their interest in a product.”
Mark Baldwin, the founder of Baldwin Digital, commented:
“FOMO marketing taps into a primal human instinct—the desire to belong and be part of something exclusive. By strategically withholding their product from Kendall Jenner while making sure her inner circle had it, Triangl created a psychological trigger that made her actively seek out the brand.
“When an influencer as high-profile as Kendall Jenner posts about a product organically, it communicates authenticity and desirability, leading to a massive ripple effect in consumer demand. The key takeaway here is that scarcity, social proof, and influencer marketing—when executed cleverly—can yield exponential brand growth.
“Triangl’s innovative strategy of making Kendall Jenner feel left out turned a small Australian brand into a global powerhouse. Their success story is a masterclass in leveraging FOMO and influencer marketing to drive demand—without spending a fortune. Although such titanic overnight success won’t be repeatable for most brands, the lessons can be applied on a smaller scale – and who knows? Yours might be the next brand on Kendall’s Instagram!”
