Top 10 Best Examples of Brands Active in Their Communities

Building a loyal brand community has become essential in modern marketing. In fact, over 70% of brands already have an active community, and another 26% plan to build one soon. Why? Because people trust peers and community content far more than ads. A Nielsen survey found 92% of consumers trust recommendations from friends and family above all forms of advertising. When customers feel connected — sharing stories, creating content, or giving feedback — it creates powerful social proof that drives engagement and sales.

In this post, we’ll explore the top 10 best examples of brands active in their communities. These real-world examples (inspired by some all-time favorites) show how companies large and small are engaging fans on social media and beyond. From micro-influencer collaborations to user-generated content (UGC) campaigns, each example illustrates a clever way to activate a community. Let’s dive in!

1. Sephora

Sephora has built one of the most vibrant brand communities in retail. The cosmetics retailer created an online platform called Sephora Beauty Insider Community where customers, employees, and even professional makeup artists converge to talk all things beauty. Members upload photos of their makeup looks, ask product questions, swap tips, and join interest-based groups – essentially becoming brand ambassadors themselves in an organically growing community. The brilliant part? Sephora doesn’t have to lead every conversation. Users enthusiastically help each other, so the community largely runs on peer-to-peer interaction. Sephora simply keeps the space running and chimes in where needed, fostering a positive environment for beauty lovers.

On top of this, Sephora launched the Sephora Squad, a program that hand-picks influencers and loyal fans to share personal beauty stories as brand ambassadors. This initiative inserts Sephora into intimate, authentic conversations online and on social media. By passing the mic to their community, Sephora earns trust and buzz without relying on traditional ads. It’s a stellar example of a brand being active in its community – listening, facilitating, and celebrating members’ voices.

2. LEGO

The LEGO Ideas community is a textbook example of turning passionate customers into an active creative force. On the LEGO Ideas platform, fans submit their own original LEGO set ideas and designs. Community members can participate in contests, vote on their favorite fan-created projects, and even collaborate on ideas. If an idea gains enough support, LEGO might turn it into an official product (with credit to the fan designer).

This community-driven approach makes fans feel heard and valued. Whether someone spends a weekend building a fun scene or years perfecting a new model concept, everyone’s input is welcome. Every voice is heard – from casual hobbyists to die-hard builders. LEGO’s role is mainly to provide the platform and occasional guidance, while the enthusiasts fuel the content. By encouraging user creativity and interaction, LEGO keeps its brand relevant and beloved across generations. It’s not just a toy company selling bricks; it’s a community where imagination and shared passion take center stage.

3. Lay’s

Potato chip brand Lay’s turned a community engagement campaign into product innovation gold. Their famous “Do Us A Flavor” contest invited fans to dream up new potato chip flavors and submit their ideas. The best suggestions were actually produced and sold, with the ultimate winner earning a $1 million prize! This crowdsourced approach not only generated tons of buzz on social media, but also gave Lay’s direct insight into what their customers craved.

Each round of the contest sparked massive conversation among snack fans – people debating crazy flavor ideas (wasabi ginger? chicken & waffles?), campaigning for their favorites, and sharing posts to rally votes. By listening to their fan base in such a public way, Lay’s showed it truly values customer input. The result: new hit flavors born from the community, free PR from excited fan engagement, and a sense of ownership for participants. Lay’s effectively activated its community by letting fans co-create the product line, strengthening loyalty through a fun, interactive challenge.

4. Starbucks

When it comes to community-building via loyalty, Starbucks is king. The Starbucks Rewards mobile app isn’t just a way to pay for coffee – it’s a community portal for millions of caffeine lovers. The app lets members order ahead, earn stars (points) for free drinks and perks, celebrate birthdays with treats, and more. It has become the most popular restaurant loyalty app (one study even found it’s responsible for 39% of Starbucks’ total sales in certain markets). The genius of Starbucks’ approach is how it makes customers feel part of an exclusive club. Users proudly share their Gold status, collect limited-edition app badges, and even discuss new reward features on social media.

Starbucks constantly updates its program based on feedback – recently adding tiered rewards (e.g. free espresso shots or alternative milks at lower point levels) and allowing points to redeem merchandise, not just drinks. They’ve turned a typical rewards scheme into a dynamic brand community experience. Every mobile order or points redemption reinforces a personal connection. And because the app integrates with social sharing (and occasionally fun games or challenges), it keeps customers actively engaging with the brand beyond just purchases. It’s a great example of rewarding community participation, which in turn drives more loyalty.

5. Apple

Apple’s marketing is legendary, but one of its most community-driven moves was the “Shot on iPhone” campaign. Rather than rely solely on slick ads, Apple began curating photos and videos actually taken by everyday iPhone users and showcasing them in huge ways – from billboards and subway ads to TV spots. The content featured real moments: a concert crowd, a serene nature scene, a candid family snapshot. By elevating user-generated content to global ad campaigns, Apple tapped into an authentic storytelling vibe. Consumers saw the beauty in real life moments captured by people like them, which was far more relatable than any staged photoshoot.

This campaign made iPhone owners feel like part of an exclusive creative community. Users would tag their photos with #ShotOniPhone on socials for a chance to be featured, generating viral excitement. Essentially, Apple turned its users into creators and brand ambassadors without any formal program – just by curating and crediting their work. The result was not only stunning content, but a sense of community pride among iPhone users. It’s a brilliant example of how activating your community’s creativity (and giving them the spotlight) can humanize a brand while highlighting the product’s value.

6. Glossier

Glossier is often cited as a brand that was born from its community. The beauty company started as Into The Gloss, a blog where real people shared makeup tips and product reviews. Listening to that community’s needs, founder Emily Weiss developed Glossier’s first products – essentially co-creating with her audience. Today, Glossier continues to treat its customers as collaborators and muses. The brand’s website and social channels regularly feature real customers and content creators (not just models), showcasing skin routines or styling tips in their own words. As Glossier states, “Our community is a constant source of inspiration.”

This approach has paid off tremendously. Glossier surpassed $100 million in revenue relatively quickly, fueled by word-of-mouth and organic hype from fans. They succeed by keeping a two-way dialogue: asking for feedback, incorporating fan ideas, and spotlighting community members in marketing campaigns. It feels less like a company pushing products, and more like a friend sharing something they love. For example, Glossier’s social media often reposts customers’ posts (UGC) proudly, and even its product development pipeline is influenced by what the community asks for. By building the brand with its community, Glossier has achieved cult status in the crowded beauty market – a testament to the power of listening and engaging authentically.

7. Chewy

Chewy, the online pet supplies retailer, has earned a stellar reputation for customer-centric community engagement. One charming example: Chewy’s #ChewyBoxLove campaign. With every delivery, Chewy includes a little note encouraging pet parents to share a photo of their furry friend playing with the Chewy shipping box on social media. This simple call-to-action spawned a wave of adorable pet photos on Instagram, Twitter, and Facebook – all featuring Chewy boxes and happy customers. It’s basically free UGC advertising, powered by genuine pet-lover enthusiasm. One Facebook post inviting customers to join the fun racked up 1,500+ comments from excited fans sharing pet pics.

Chewy’s social media team also actively surprises and delights individual customers, which amplifies community goodwill. There are stories of Chewy sending hand-painted portraits of people’s pets after they posted about a loss, or quickly solving issues with personal replies. Pet owners often rave about these experiences on Reddit and forums. By treating customers like family and engaging with them one-on-one online, Chewy has turned shoppers into a loyal community that advocates for the brand. It’s a great lesson that little gestures (a friendly note, a thoughtful response) can spark huge waves of positive engagement.

8. Domino’s

Fast-food chain Domino’s is surprisingly innovative when it comes to activating its online community. They’ve launched several clever social campaigns that got people talking (and ordering pizza). One standout was the tweet-to-order system, where loyal customers could order a pizza by simply tweeting the 🍕 emoji to the Domino’s Twitter account. This fun stunt generated tons of retweets and made loyal fans feel like insiders with a direct line to the kitchen. Another campaign, #LetsDoLunch, offered a special discount that got bigger the more people tweeted about it – essentially a social media flash mob for cheaper pizza. The community had to work together (tweeting en masse) to unlock the best deal, making it a shared event.

Domino’s also created a Pizza Legends web platform allowing fans to design their own custom pizza, give it a name, and then share their creation on social media. People loved showing off their wacky pizza ideas, and it subtly turned them into brand content creators. All these campaigns encouraged Domino’s fans to engage online and spread the word in a playful way. By meeting customers where they already hang out (Twitter, Facebook, etc.) and gamifying the experience, Domino’s sparked two-way conversations. It’s a prime example of a brand being active in its social community, not just by posting content, but by creating interactive experiences that users can participate in together.

9. Red Bull

Few brands have built a community around extreme experiences like Red Bull. The energy drink’s marketing famously focuses on adrenaline sports, but it goes beyond sponsoring events – Red Bull actively partners with its community of thrill-seekers to create jaw-dropping moments. The pinnacle of this was Red Bull Stratos, a multi-year project where Red Bull teamed up with skydiver Felix Baumgartner to attempt a world-record freefall from the stratosphere. This was insane community content: with Red Bull’s support, Felix ascended 24 miles up and then jumped, becoming the first person to break the sound barrier in freefall. Millions watched live online as a man literally “got wings.”

The Stratos project exemplifies Red Bull’s approach: give passionate individuals a platform to achieve the extraordinary, and in turn inspire the global community. Extreme sports enthusiasts worldwide feel a kinship with Red Bull because the brand isn’t just marketing to them – it’s creating content with them. Beyond Stratos, Red Bull constantly features athletes’ wild stunts, runs community competitions (Flugtag, anyone?), and produces videos that fans share like crazy. The brand’s social channels feel more like a community hub for adventure junkies than advertisements. By empowering community members (athletes, creators, fans) to push limits and share their stories, Red Bull has built an almost cult-like following. It’s a high-octane example of activating a community through shared passion.

10. Rent the Runway

Fashion rental service Rent the Runway turbocharged its community growth with an ambassador program, especially on college campuses. The idea: recruit passionate customers (often college students interested in fashion) to act as brand ambassadors in their own circles. These ambassadors each get a unique referral code and resources to promote Rent the Runway via social media, word-of-mouth, and in-person events. For every new customer they bring in, ambassadors earn perks like free rentals, exclusive products, and even invites to company retreats. It’s a win-win – ambassadors gain experience and cool rewards, while Rent the Runway extends its reach into niche communities through authentic advocates.

This program essentially turns micro influencers into a driving force for the brand. A student with a few thousand engaged Instagram followers, for example, might have far more sway on her campus friends than any big celebrity could. In fact, micro influencers often see about 60% higher engagement (per follower) than mega-influencers. (According to an analysis by Stack Influence, micro-influencers on Instagram average ~3.8% engagement vs. ~1.2% for much larger accounts.) By leveraging these highly engaged community members, Rent the Runway created a grassroots marketing engine. The ambassadors host styling parties, share outfit photos, and act as relatable touchpoints for the brand. It feels less like advertising and more like friends sharing fashion tips, which is exactly the vibe that drives community-based growth in the social media era.

Conclusion to Top 10 Best Examples of Brands Active in Their Communities

As these top 10 best examples of brands active in their communities show, there’s no one-size-fits-all method to community building – but there are some common themes. In summary, brands that successfully activate their communities do so by putting people first. They empower fans to share stories, they celebrate user contributions, and they create channels for genuine interaction. From influencer marketing initiatives to grassroots social campaigns, the common thread is authenticity. If you nurture your brand’s community with sincere engagement and mutual value, you won’t just gain customers – you’ll gain passionate advocates. And as the examples above prove, those community advocates can take your brand to heights that traditional marketing alone could never reach.