MVMT’s Jake Kassan and Kramer LaPlante dropped out of college and founded MVMT with the idea of selling stylish, inexpensive watches that would appeal to Millennials direct to consumers over the Internet. In five years, they built a business with $80 million in sales, creating a playbook for a successful digital-only brand. They started in 2013 with a crowdfunding campaign on Indiegogo, which helped MVMT gain consumer recognition and $1 million in sales in its first year. Then Kassan and LaPlante started using Instagram, where MVMT now has nearly 1 million followers, sharing user-generated content under the hashtag #jointhemvmt and paying Instagram influencers to, subtly, push the brand at a time when the concept was still relatively unknown. As they scaled MVMT, which hit $7 million in revenue the second year, they rolled out on Facebook, Twitter, YouTube and podcasts, using a mix of paid advertising and organic posts to drive traffic to their website and sell watches. Because all of the sales came from that website, they could track, fairly precisely, which efforts worked and which didn’t – tweaking the message and marketing over time. Dozens Of Brands Have Built Businesses On Facebook And Instagram. But It’s Getting A Lot Harder

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