Meshki Case Study

A perfect social media strategy you can learn from

Author

Paul Boulet
December 05, 2024

Hey marketers & entrepreneurs,

A warm welcome to our 126 new subscribers.

You have joined a growing community of 21,712 active readers.

Today I deliver you a ✨special edition✨!

Have you heard of Meshki?

This fashion brand has been trending on socials for quite some time now.

This year, Meshki has more than doubled their annual revenue, generating $300M.

What’s the secret to their success?

I dove deep and uncovered key strategies: celebrity endorsements, social commerce fuelled by creators, creative marketing and more!

Plus, don’t miss out on the latest industry updates!

Let’s go!

⏰ Estimated read time: 3 minutes or less

📊 Did you know?

One-third of U.S. social media users said influencer short-form videos inspired their Amazon purchases, while podcasts influenced just 3%.

(Statista, 2024)

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💃How Meshki invested $300 and got 2M customers

MESHKI was born at the desks of two architects from Australia.

Shadi Kord and Natalie Khoei couldn’t sit still.

Why design buildings when you can design killer outfits?

Fueled by their passion for style and the transformative power of a great look, they each invested just $150 to bring their dream to life.

The result?

Women worldwide fell head over heels for MESHKI’s concept: affordable luxury that feels as good as it looks.

Fast forward to today, and I’m willing to bet you’ve seen this brand all over your Insta feed!

The growth? Unreal.

In 2024, MESHKI is on track to more than double its revenue.

From $120 million in 2023, MESHKI is projected to reach $300 million.

Stick with me, and I’ll break down how they did it.

(And what you can learn for your business 🤫)

1️⃣ Celebrity Endorsement

In 2016, MESHKI hit the jackpot.

Kylie Jenner casually dropped a mirror selfie rocking one of their outfits.

The result?

🤩 1.6 million likes.

Overnight, the brand’s visibility skyrocketed, with Kylie’s fanbase going wild for the look.

“And that’s when we knew—our customers love dressing like a celebrity without breaking the bank,” the founders shared.

Their mission?

Keep the pieces super celebrity-inspired but totally affordable.

Because why spend a fortune when you can slay the It Girl vibe for less?

By August 2016, MESHKI had already caught the eyes of other A-listers like Taylor Swift, Jennifer Lopez, Hailee Steinfeld, and Hailey Bieber.

2️⃣ Social commerce

For MESHKI, social media isn’t just a marketing tool—it’s a sales machine.

With over 3 million followers on Instagram, MESHKI has cracked the code on social commerce.

📊 Around 50% of their sales come straight from platforms like Instagram and Facebook.

How?

A killer combo of scroll-stopping organic content and laser-focused ads.

ake their Reels, for example.

According to Click Analytic, MESHKI’s Reels average 430K views each.

Add in their creative use of Stories, and the brand keeps followers hooked—and buying.

But that’s not all.

Influencers are a huge part of their strategy.

MESHKI partnered with over 2K micro and macro influencers globally to connect with new audiences and build trust through authentic collaborations.

Oh, and let’s not forget TikTok.

The brand’s account has exploded to 750K followers, with videos racking up around 100K views each.

Plus, MESHKI gets mentions from 30K Instagram creators and 2.7K TikTok influencers, according to Click Analytic.

The result?

A social media empire turning likes into loyalty—and followers into devoted customers.

3️⃣ International Expansion

60% of MESHKI’s sales come from international markets — with 40% coming from the U.S. alone.

But the UK?

That’s where things get really interesting.

Back in June, meshki.co.uk saw just 2.3K organic visits from branded traffic.

Fast forward to September, and Google worked its magic, transferring UK traffic from the U.S. site to the UK site for two key branded keywords.

The result?

Organic visits shot up to 44K by September.

Now that’s what we call a global glow-up.

Same month, and Meshki achieved $7.57M in online sales through its website.

Now, the brand plans to establish a physical store in the U.S. to strengthen its presence in high-potential regions.

Although MESHKI aims to remain primarily online, this strategic expansion is designed to improve the customer experience.

4️⃣ Streamlined Operations

Another key to MESHKI’s success?

Balancing rapid growth with efficiency and responsibility.

The brand invested in automation and machine-learning tech to streamline operations.

What does that mean?

That fan-favorite items stay in stock and waste is kept to a minimum.

And the results speak for themselves:

  • 66.3% decrease in chargebacks.

  • 3% lift in approval rates.

  • 20 work hours saved per week.

This smart, scalable approach is helping MESHKI grow without sacrificing sustainability—or sanity.

5️⃣ Creative Marketing

When it comes to creative marketing, MESHKI doesn’t miss.

Case in point: they launched a contest with a jaw-dropping prize — a Hermès Birkin bag worth over $20K. 💼

The goal? To connect with their luxury-loving audience.

How did it work?

  1. Follow MESHKI on Instagram and TikTok.

  2. Engage with the contest post.

  3. Share it on Instagram Stories for bonus entries.

And the results?

Their contest Reel racked up over 777K views🔥

Now that’s how you combine luxury and virality.

💡 The takeaway for YOUR brand?

  1. Use targeted content and platform-specific strategies to convert followers into loyal customers.

  2. Partner with influencers who genuinely align with your brand to build trust and expand your reach.

  3. Run memorable initiatives like high-value giveaways or platform-tailored ads to capture attention and drive engagement.

  4. Align your brand with consumer values to increase trust, loyalty, and reputation.

Well, learning is awesome, but…

We recently got a great question from a reader:

"How do I implement some of these strategies on a smaller scale with a smaller budget?"

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And I’ll show you how:

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  1. Turn thousands of creators into affiliate ambassadors of your brand

  1. Built a sustainable creator program with 300+ monthly mentions from influencers, affiliates, and even celebrities.

And the best part? You DON’T need a big budget!

Ready? → Don’t miss it! Link here.

📰 Social Snapshot

🛍️ X rolls out ad credit match for Shopify merchants

📸 Instagram now has a Collage mode for Stories

Threads announced a new way for people to create custom feeds

🫢 TikTok shares Holiday Marketing Tips

🥳 TikTok expands affiliate marketing opportunities for creators and retailers

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