Case Study: Sanuk builds a global visual community and drives 30M Instagram reach with Pixlee TurnTo

Building A Community. Celebrating A Way Of Life

Sanuk, a lifestyle footwear brand built on the motto “Smile...Pass it on!”, makes playful, comfortable sandals from materials like inner tubes and yoga mat foam. Wanting a better way to share their mission and celebrate their “funktional” footwear, Sanuk sought a platform to engage fans and amplify the brand experience worldwide.

Using Pixlee, Sanuk launched visual photo campaigns (e.g., #SmileItsFriday, #TotallyBeachin, #SmilePassItOn) to collect, curate, and display user content on their site, turning customers into active brand advocates. The program grew a global community, produced 23,000 photos from 14,000 submitters, reached 30M on Instagram, and revealed key audience hubs in Southern California and the Philippines.

Sanuk

Michael Minter

Creative Director