The 13 Million Reach Job: Why Eric Dahan Bet on Community Over Ads – and Won
In our latest interview, (ex Open Influence, now founder of Mighty Joy) breaks down exactly how he helped American Vintage enter the US market using an always-on, relationship-led creator strategy.
Here’s what you’ll walk away with:
How to design a selective gifting engine: they identified thousands of creators, had 520 put their hand up, but only onboarded 165 – and still generated 13M+ in organic reach.
Why less than 2% of creators were paid – and why that decision actually increased brand love, not decreased it.
How to create “slow to go fast” momentum: building deep 1:1 relationships so that actors, top talent agencies, and A-list creators start knocking on your door asking for free product.
How live experiences (like intimate dinners and store events) turned creators who normally charge tens of thousands per post into enthusiastic, unpaid advocates.
The mindset shift from “influencer campaign” to “brand community operating system” – and what that looks like in practice.
Eric also looks ahead: how AI will flood feeds with cheap content, why this will push up the premium on real connection, and how social commerce plus fragmented customer journeys are rewriting the rules of influence and checkout.
If you care about building brands that last – not just squeezing the next ROAS screenshot – this interview is basically a playbook on how to go deeper before you go wider, and how to turn creator relationships into a long-term competitive advantage.