Cutting through today’s social landscape requires more than just showing up. It demands something authentic, culturally relevant, and impossible to ignore.
One thing our community has consistently asked for? Merch. Free swag is a universal love language, and it sparked a simple question: How do we create something that generates earned buzz, feels culturally credible, and is unmistakably social-first?
The answer: 76® x Born X Raised. The biggest brand win of Q2.
Strategy: Culture First
With deep roots in Los Angeles and a raw, unmistakable aesthetic, Born X Raised was the perfect partner to help tell a story only the West Coast could. Their fiercely loyal, community-driven audience doesn’t just follow a brand, they rep it. And that is exactly the kind of energy 76® was built to match.
We set out to reinforce 76®’s place in communities it’s long been part of. A glowing staple of LA streets, fueling countless moments that define what West Coast living means. 76® is not just part of their scenery; it is part of their story.
The program included:
- The return of the iconic 76® antenna ball a nostalgic and coveted collectible
- Exclusive merch that turned fans into walking brand ambassadors
- META social content driving organic reach and community engagement
- Surprise-and-delight rewarding loyal community members
- UGC that extended the campaign well beyond launch
The collaboration is available nationwide, with a concentrated focus on Los Angeles and the broader California market.
Results at a Glance
344.5K total users reached in four days
177K non-followers reached
187 new followers gained in under a week
1,000 post shares
341 saves
160 community management interactions
Why It Matters
These results demonstrate the power of authentic brand affinity, and this campaign delivered it without spending a single dollar on traditional paid media tactics.
The impact was measurable at every level, driving a 3,303% increase in overall engagement and a 1,963.3% boost in the 76® account’s overall engagement rate. Brand love translates directly to customer retention. When 344.5K people are exposed to 76 in just four days (177K of whom had never engaged with the brand before), it’s a pipeline of potential new customers being introduced to the 76 experience in the most organic way possible. Add 187 new followers gained in under a week, and you have an audience that is opted in, engaged, and ready to rep the station.
The result set a new performance benchmark across the board, outpacing every previous major social win, including our 67 and Taylor Swift posts, which generated 5 new followers by comparison. With 1,000+ post shares, 61 Instagram Story reposts, and 341 saves, this campaign didn’t just perform; it rewrote what a 76® social activation can look like.
76® is a culture enabler, a community staple, and a friendly face people are proud to wear. That is a win that goes beyond any campaign.
This is the first time 76® has executed a merch collaboration led entirely by social. It is ownable, scalable, and entirely social-first, and it is just the beginning!
Follow @76 on META to see the campaign in action, or get your hands on the collection at bornxraised.com/collections/sunday-cruise.
