How Small Brands Can Use Digital PR to Compete with Industry Giants: A Look at How Glossier and Casper Did It Right

In today’s digital-first world, small brands have unprecedented opportunities to compete with larger, more established companies. One of the most effective ways these brands have leveled the playing field is through digital public relations (PR). Digital PR leverages online platforms, influencers, social media, and content marketing to generate buzz, drive traffic, and build a loyal customer base. While traditional PR still holds value, digital PR offers a unique set of tools that allow small businesses to reach global audiences, cultivate brand loyalty, and create personalized narratives without relying on massive advertising budgets.

This op-ed explores two small brands—Glossier and Casper—that successfully utilized digital PR to disrupt their respective industries. Glossier, a beauty brand, and Casper, a mattress company, may have started as small disruptors, but their savvy use of digital PR allowed them to grow into global brands with millions of loyal customers. Their strategies can serve as powerful case studies for other small businesses looking to leverage digital PR to create visibility, buzz, and long-term customer relationships.

1. Glossier: The Power of Digital Word-of-Mouth and Community Building

Glossier, the direct-to-consumer beauty brand founded by Emily Weiss in 2014, is one of the most iconic examples of a small brand that used digital PR to skyrocket into industry dominance. What sets Glossier apart is its unique focus on community-driven content and word-of-mouth marketing. Unlike many traditional beauty brands that rely on celebrities and professional models to sell their products, Glossier has embraced the power of the “everyday influencer”—its customers.

Creating a Digital Community through User-Generated Content

At the core of Glossier’s PR strategy is its focus on user-generated content (UGC). Glossier has built a community of loyal fans, many of whom have grown into micro-influencers, content creators, and brand ambassadors. Instead of relying on expensive celebrity endorsements, Glossier empowers its customers to share their experiences and promote the brand in an organic way. This strategy has proved to be incredibly effective in generating digital buzz, especially on social media platforms like Instagram.

The brand’s Instagram feed is filled with photos from real customers, often showcasing how they use Glossier products in their everyday lives. The content looks natural, candid, and relatable—far removed from the highly polished, commercial photoshoots often associated with beauty advertising. Glossier’s customers regularly post about their favorite products, tag the brand, and share their skincare and makeup routines. By sharing this user-generated content on its own social media channels, Glossier creates a sense of community and inclusivity, making customers feel like they are part of something bigger than just a brand—they are part of the Glossier family.

Moreover, Glossier has used its online presence to engage with influencers and customers in a way that feels personal and human. The brand often responds directly to customer comments, DMs, and posts, further strengthening the connection between the brand and its audience. This level of engagement is a hallmark of Glossier’s digital PR approach, as it treats its customers not just as consumers, but as collaborators who are actively shaping the brand’s narrative.

Leveraging Influencer Marketing to Build Trust and Credibility

Glossier’s digital PR strategy also involves influencer marketing, but with a twist. Rather than partnering with traditional celebrities, Glossier works with micro-influencers who have highly engaged and loyal followings. These influencers are often everyday beauty enthusiasts who create content around skincare and makeup, making their endorsements feel authentic and relatable. These smaller influencers often have a deeper connection with their audience, and their recommendations are perceived as more trustworthy than those of larger, mainstream influencers.

In addition to its micro-influencer strategy, Glossier also taps into the world of beauty bloggers and YouTube content creators. The brand has worked with beauty influencers who review its products and create tutorials, which gives Glossier an organic and authentic presence across a variety of digital platforms. These influencer relationships help Glossier build credibility in an industry where trust is paramount, especially for consumers looking to invest in skincare and beauty products.

How Glossier’s Digital PR Strategy Led to Explosive Growth

By combining user-generated content, influencer partnerships, and an engaging social media presence, Glossier has achieved exponential growth despite being a relatively small player in the crowded beauty industry. The company’s PR efforts have not only helped the brand stand out from traditional beauty companies but have also allowed it to build a strong, loyal customer base.

Glossier’s ability to generate buzz through digital PR channels has resulted in major media coverage from outlets like Vogue, The New York Times, and Harper’s Bazaar. The brand has become synonymous with millennial beauty culture and is now considered one of the most successful digital-first beauty brands. Glossier’s PR efforts have led to millions of followers across social media platforms and significant press coverage, allowing the brand to scale quickly without relying on traditional advertising methods.

Lessons for Small Brands

• Focus on Community Building: Glossier’s success stems from its ability to create a community around its products. Small brands should prioritize customer engagement and foster an online community that shares their values.
• Leverage User-Generated Content: Encouraging customers to create content and share their experiences can drive authentic buzz for a brand. User-generated content feels more relatable and genuine than traditional advertising.
• Partner with Micro-Influencers: Small brands should focus on working with micro-influencers who have a high level of engagement and authenticity with their audience. This approach tends to be more cost-effective and impactful than celebrity endorsements.
• Engage with Customers Directly: Brands should take the time to interact with customers on social media. This builds trust and fosters a sense of belonging that turns customers into brand ambassadors.

2. Casper: Redefining the Mattress Industry through Digital PR

Casper, the online mattress brand that revolutionized the sleep industry, is another excellent example of how a small brand can use digital PR to gain traction and grow rapidly. Founded in 2014, Casper disrupted the mattress industry by offering a direct-to-consumer model that eliminated the traditional brick-and-mortar retail experience. By focusing on delivering a high-quality product with a customer-centric experience, Casper was able to make a name for itself in a market dominated by larger, more established players.

Casper’s digital PR strategy was built on storytelling, content marketing, and a commitment to customer satisfaction. The brand capitalized on the growing trend of e-commerce and the increasing demand for direct-to-consumer products, positioning itself as a tech-savvy disruptor in an otherwise traditional industry.

Storytelling and Content Marketing: Building a Relatable Brand

One of the most striking aspects of Casper’s digital PR efforts is its focus on storytelling. Instead of just selling a mattress, Casper sold a better night’s sleep, emphasizing the importance of rest and its impact on overall well-being. This narrative was consistently integrated into its digital marketing efforts, making the brand feel approachable and relatable to its target audience.

Casper’s digital PR strategy involved crafting engaging blog posts, articles, and thought leadership pieces about the science of sleep, sleep hygiene, and wellness. The brand also shared content related to the comfort and convenience of buying a mattress online. Through these content pieces, Casper positioned itself as not just a mattress company, but as a sleep expert with a strong point of view on the importance of quality rest.

Additionally, Casper capitalized on the growing demand for digital content by creating shareable infographics, sleep guides, and videos that educated consumers about the brand’s mission and the science behind their products. This educational content helped build trust with potential customers and kept the brand top-of-mind as people researched mattresses online.

Creating Buzz with Creative PR Stunts

Casper’s PR strategy also included a series of creative and unconventional stunts that generated significant media attention. One of the most memorable stunts was its “Napmobiles”—customized vehicles designed to provide a comfortable napping experience for passersby. The company parked these Napmobiles in high-traffic locations, encouraging people to take a nap while promoting the brand’s message of better sleep. This quirky, memorable stunt not only generated buzz on social media but also earned significant media coverage from outlets like The New York Times and TechCrunch.

Another PR initiative that garnered attention was Casper’s collaboration with major influencers and sleep experts to promote its products. The brand worked with influencers in the wellness and lifestyle spaces, who shared their personal sleep experiences and highlighted the benefits of using a Casper mattress. This strategy helped the brand reach a wide audience and position itself as a trusted authority in the sleep space.

Using Customer Feedback to Drive Growth

Much like Glossier, Casper understands the power of customer feedback and reviews. The brand consistently encourages customers to leave honest reviews on its website and other online platforms. These reviews not only serve as social proof, but they also help shape Casper’s product offerings. By listening to its customers, the brand was able to make adjustments and improvements to its mattress designs, enhancing the overall customer experience.

Additionally, Casper’s commitment to customer service and a hassle-free return policy (including a 100-night trial) was an essential part of its PR messaging. This focus on customer satisfaction helped build consumer confidence and reinforced the brand’s image as customer-centric.

How Casper’s Digital PR Led to Rapid Growth

Casper’s digital PR efforts paid off in a big way. Within just a few years, the brand became one of the most recognized names in the mattress industry, earning a loyal customer base and significant media attention. By combining storytelling, creative PR stunts, content marketing, and influencer partnerships, Casper was able to generate the kind of buzz that many larger, more traditional mattress brands struggled to achieve.

Casper’s success demonstrates how small brands can use digital PR to create awareness, build trust, and establish themselves as industry leaders, even in competitive markets. With the right mix of content, creativity, and customer engagement, Casper quickly scaled its business and became a household name.

Lessons for Small Brands

• Focus on Storytelling: Small brands should tell a compelling story that resonates with their audience. Casper’s focus on sleep as an essential part of well-being helped differentiate the brand in a crowded market.
• Leverage Creative PR Stunts: Unconventional PR stunts can capture attention and create buzz. Brands don’t need a massive budget to execute creative, memorable campaigns that generate media coverage.
• Prioritize Customer Satisfaction: Listening to customer feedback and offering excellent customer service is crucial for building trust and fostering long-term loyalty.
• Embrace Content Marketing: Creating valuable, shareable content allows brands to position themselves as experts and drive traffic to their digital platforms.

Conclusion: Digital PR as a Game-Changer for Small Brands

Glossier and Casper are exemplary models of how small brands can leverage digital PR to disrupt industries and achieve rapid growth. These companies understood the power of authentic storytelling, user-generated content, and building a community around their brands. By engaging with customers and influencers on a personal level, Glossier and Casper created buzz, earned media coverage, and cultivated customer loyalty.

For small businesses looking to replicate their success, the key is to embrace the tools of digital PR—social media, influencer marketing, content creation, and community engagement—to build a genuine connection with your audience. Digital PR isn’t just about gaining visibility; it’s about creating relationships that drive brand loyalty and long-term success. With the right strategy, any small brand can use digital PR to stand out in a crowded marketplace and build a loyal, engaged customer base.