Leveraging Instagram’s Close Friends for community building

Oddli recognised the potential of Instagram’s Close Friends feature not just as a tool for exclusivity, but as a means to foster genuine community. By curating a select group of followers into this private circle, the brand created a space that felt more intimate and personal — a digital lounge where followers could engage with content that wasn’t available to the general public.

This approach allowed Oddli to share behind-the-scenes moments, early product previews, and candid updates that made followers feel like insiders. The content wasn’t polished or overly produced; instead, it was raw, real, and reflective of the brand’s personality. This authenticity resonated with their audience, particularly younger Australians who value transparency and relatability in the brands they support.

Rather than using Close Friends as a one-way broadcast channel, Oddli encouraged interaction. Followers were invited to respond to polls, share feedback, and even contribute ideas for future collections. This two-way communication helped build trust and made the community feel like co-creators rather than passive consumers.

“It felt like we were part of something special — not just watching a brand, but being part of its journey,” shared one follower from Melbourne.

By consistently showing up in this private space with meaningful content, Oddli cultivated a sense of belonging. The Close Friends feature became more than a marketing tool; it was a digital campfire around which a community gathered, connected by shared values and a love for the brand’s unique aesthetic.

From digital connection to real-world engagement

As the digital community around Oddli grew stronger, the brand recognised an opportunity to take the connection beyond the screen. What began as a curated online experience through Instagram’s Close Friends feature naturally evolved into real-world meetups, pop-up events, and collaborative workshops. These in-person gatherings were not just promotional events — they were designed to mirror the same authenticity and intimacy that defined their digital space.

Oddli hosted small-scale events in cities like Sydney and Brisbane, inviting their Close Friends followers to exclusive gatherings. These events ranged from casual coffee catch-ups to creative sessions where attendees could customise Oddli pieces or contribute to upcoming designs. The brand intentionally kept these events intimate, often capping attendance to maintain the close-knit feel that had been cultivated online.

For many attendees, these events were their first time meeting others who shared a passion for the brand’s ethos — sustainability, individuality, and community. The physical space allowed for spontaneous conversations, shared laughter, and the kind of connection that’s hard to replicate online. It also gave Oddli a chance to listen directly to their community, gathering insights and feedback in a way that felt organic and unfiltered.

“Meeting the Oddli team and other fans in person made everything feel more real. It wasn’t just a brand anymore — it was a community I belonged to,” said a participant from Perth.

These offline experiences weren’t just about brand promotion; they were about reinforcing the values that had drawn people to Oddli in the first place. By creating spaces where people could connect face-to-face, the brand deepened its relationship with its audience and turned casual followers into loyal advocates.

• Pop-up events featured local artists and musicians, reflecting Oddli’s commitment to supporting creative communities.
• Workshops encouraged hands-on participation, from screen-printing to upcycling old garments.
• Attendees often received exclusive merchandise or early access to new collections as a thank-you for their involvement.

Through these real-world engagements, Oddli demonstrated that community isn’t confined to digital platforms. By bridging the gap between online and offline, the brand created a more holistic and human experience — one that resonated deeply with its Australian audience.

Creating a hybrid brand community

Building on the momentum of both digital and in-person interactions, Oddli began to intentionally design a hybrid community experience — one that seamlessly blended the immediacy of online engagement with the depth of real-world connection. This approach wasn’t just about maintaining presence across platforms; it was about creating a unified space where followers could feel equally seen and valued, whether they were scrolling through Instagram or attending a local event in Melbourne or Adelaide.

Oddli’s hybrid strategy involved syncing their digital content with offline experiences. For example, behind-the-scenes footage from a Sydney pop-up would be shared exclusively with Close Friends, giving those who couldn’t attend a sense of inclusion. Conversely, ideas sparked in online polls or DMs often shaped the themes of upcoming workshops or meetups. This feedback loop ensured that the community felt heard and that their input had a tangible impact on the brand’s direction.

To further strengthen this hybrid model, Oddli introduced community-led initiatives. Select followers were invited to become local ambassadors — not influencers in the traditional sense, but passionate community members who could host micro-events, share content, and act as connectors in their cities. These ambassadors helped extend Oddli’s reach while preserving the grassroots feel that had made the brand so relatable in the first place.

“Being an ambassador didn’t feel like a job — it felt like being part of a movement,” said a community host from Hobart. “We weren’t selling anything. We were just creating space for people to connect.”

Oddli also leaned into user-generated content as a way to celebrate the community. Followers were encouraged to share how they styled their Oddli pieces or what sustainability meant to them, with selected posts featured in Close Friends stories or even on product packaging. This not only amplified diverse voices but also reinforced the idea that the brand was co-created by its community.

• Local ambassadors received toolkits to help them organise events aligned with Oddli’s values.
• Digital content often included shout-outs to community members, fostering a sense of recognition and pride.
• Hybrid campaigns, such as “Wear It Your Way,” invited both online submissions and in-person showcases.

By weaving together digital and physical touchpoints, Oddli created a brand experience that felt cohesive, inclusive, and deeply personal. The hybrid community wasn’t just a marketing tactic — it was a living, breathing ecosystem where creativity, connection, and authenticity thrived.

Building community through Instagram’s Close Friends feature

Oddli’s approach to Instagram’s Close Friends feature is a masterclass in digital intimacy. Rather than using it as just another marketing tool, the brand transformed it into a curated space where followers felt like insiders. This wasn’t about mass broadcasting — it was about selective sharing, and that made all the difference.

Through Close Friends, Oddli offered a behind-the-scenes look at their creative process, sneak peeks of upcoming drops, and candid moments from the team. It felt raw, real, and refreshingly unfiltered — a rarity in today’s polished social feeds. For their largely Gen Z and millennial audience, this kind of authenticity struck a chord.

“It felt like being part of a group chat with your most stylish mates,” one follower shared, highlighting the sense of belonging the brand cultivated.

By inviting only their most engaged followers into this inner circle, Oddli created a sense of exclusivity that didn’t feel elitist — it felt earned. The result was a loyal, fashion-forward community that didn’t just follow the brand; they felt part of it.

• Exclusive content drops kept followers coming back
• Real-time feedback helped shape product decisions
• Personalised interactions built trust and loyalty

For Aussie fashion labels looking to deepen their digital presence, Oddli’s strategy offers a fresh blueprint: build smaller, more meaningful circles — and let your community grow from the inside out.

Bridging the gap between online and offline engagement

Oddli didn’t stop at digital connection — they took the bold step of translating their online energy into real-world experiences. What began as a curated Close Friends list soon became the foundation for intimate, in-person gatherings that felt more like catching up with mates than attending a brand event.

From pop-up markets in LA to community dinners and DIY workshops, Oddli’s offline activations were designed to mirror the same authenticity and inclusivity they fostered online. These weren’t just promotional events — they were extensions of the brand’s ethos, where followers could meet the team, try on pieces, and connect with each other IRL.

“It was like stepping into the Oddli group chat — but in real life,” said one attendee of a Sydney-style meet-up inspired by the brand’s model.

By creating these hybrid touchpoints, Oddli blurred the lines between customer and collaborator. Attendees often contributed ideas, styled their own looks, and even co-created content on the spot. This level of engagement turned passive followers into active participants — a dream scenario for any fashion label looking to build loyalty beyond the scroll.

• Offline events reinforced the brand’s community-first identity
• Face-to-face interactions deepened emotional connection
• Localised gatherings made the brand feel accessible and grounded

For Australian fashion brands, especially those emerging in the indie or sustainable space, this model offers a powerful lesson: when digital intimacy is paired with real-world presence, the result is a community that doesn’t just wear your brand — they live it.