The NKD Truth
Last week I was approached to be a “brand ambassador” for an underwear company.
I know, I know - we’ve all gotten those messages before. My DMs are plagued with strangers calling me “babe” and insisting that I just HAVE to message their main account.
This time I replied because the offer seemed different. Instead of the usual “we love your account” gush, the recruiter led with the company’s philanthropic mission.
That’s a new one.
NKD Underwear is a lingerie company that donates one pair of underwear to women's shelters for every order made. Online they claim to have donated around 15,000 pairs.
Within minutes of responding the representative set me up with a lifetime 40% off code to use and share. I also got free shipping and a direct email that could expedite my orders. No questions asked.
The only request was to use #nkdpartner any time I post. If I sent them photos in the underwear I could be tagged on their main account with an ad boost.
As an ambassador, there's financial no kickback. Moreover, you have to buy your own set. That said, for a good cause and some exposure it didn't seem like the worst deal: get some cute lingerie, support a women's charity, and maybe find a few subscribers for my blog.
Win. Win. Win.
Excited as I was, I decided to do some research. I hadn't heard of this company before, and it's not like I'm a sought-after influencer (no shade to my loyal 1.1k followers….). The discount code looked good, but the approach had all the makings of a scam. DM offers are always a red flag.
My first stop was the Better Business Bureau. The BBB has a running Scam Tracker that’s a great resource for anyone unsure of a DM, “business opportunity”, or deal. NKD was not listed as a known scam, but the comments weren't great either.
Lots of women had received damaged, low quality, or incorrect orders. NKD also doesn't accept returns or give refunds (being an underwear company), and many wannabe ambassadors were annoyed that they couldn't show off their purchases.
….Red flag #2.
If I'm honest, most of the comments could be chalked up to bad customer service. Everyone had gotten a product for their money, and NKD was actively responding to the negative reviews. At this point, I was still willing to risk it if they were truly the charity-focused company they claimed to be.
NKD’s donation page spouts that they’ve “partnered up with shelters”; however, no charity websites, locations, or missions are available on the website. On their Instagram donation sites are listed without handles or specific amounts.
For “partnerships” these shelters seem extremely distant:
@isupportthegirls is a verified non-profit that collects bras, underwear, and menstrual products for women in need. They are the only organization that is tagged on NKD's social media, and they have commented 'thank you' on the donation announcement.
It’s not the strongest evidence, but it’s something. I can rest assured knowing that they’ve at least helped some women, though I’m not confident in their donation structure. Tossing unknown amounts of underwear to various shelters is a bit haphazard for my taste, especially when referring to them as "partners." I’d feel better with a few more specifics.
Red flag #3, and NKD has struck out.
Panty Snatchers
While counting red flags I started thinking about the ethics of ambassador programs. I’ve written about the underbelly of Multi-Level Marketing before, and we know that women are often the main victims. Ambassador programs aren’t the same, but they can still be exploitative.
Some are basic scams. They send you bunk products with an “all sales final” boilerplate. Often the product never shows up at all. Others promise commission on products bought from followers, knowing full well their marked-up catalogue will never see enough purchases for a payout.
What NKD does is different. Even if the product is great (which the BBB warns it's not), there’s an element to ambassador programs that doesn’t sit right with me. In essence, you’re paying a company to do advertising for them. NKD is getting free content and promotion by telling women to buy and post their products.
Sure, they give a discount, but what they get in return is much greater: your money and your sexy photo. For a company built to withstand huge donations (in theory), a free pair of panties to collaborators shouldn’t make much of a difference. Why do ambassadors have to pay to play?
When I look at NKD’s Instagram, the sole content is from other people wearing their products. In a genius marketing ploy, they’ve convinced pretty girls to voluntarily send nudes in the hopes of exposure. The result is an online hotness contest facilitated by a company that may or may not believe in supporting women.
Searching #nkdpartner on Instagram brings a landslide of ladies in underwear who haven’t broken through to the main feed. On Twitter, the search is bleaker. 40% off codes are sprinkled here and there with no more than a favourite or two to their name. One user passive aggressively posted her photo saying,
“Posed for a company who didn't even share my work. So here it is #nkdunderwear thank you for the collaboration!”
In retrospect, the deal doesn’t seem so great…..
Under The Influence
It’s easy to say that you’d never fall for the trap of ambassador programs. No one sets out to become part of a cult either. In reality, it’s flattering to have a third party want to be associated with your image.
On some levels, it’s validating.
In 2019 86% of young people said they wanted to earn money on their social media posts. No shit. We'd all love to get paid for using the apps we scroll through every day.
Most of us see the lives of influencers and think “that could be me.” I’ve watched sorority sisters build followings that ask for their opinions on everything - like they’re chatting with a friend and not someone I’ve seen puke in a frat house.
When a brand tells us we're capable of the same success, we want to believe it.
What we forget is how much work goes on behind the scenes. Social media is an informal and interactive space, so we assume we know what an influencer’s day is comprised of. How many of you, for example, assume that I finished this newsletter on Sundays?
Social proximity is the “idea that a person’s positioning… determines the perceived approachability of that person”. When we think of someone as physically close to us, we believe them to be more approachable. For instance, a hometown celebrity is more likely to be our friend than a KPOP star.
On social media those lines are blurred. We can interact with an influencer’s content in a way that’s not feasible with a movie stars’. The most successful users know this and will frequently engage with followers in the comment section. Most regularly solicit ideas and feedback from their audience to further that bond. Influencers thrive specifically because they look attainable.
In creating their own audience, influencers also become experts. Consumer tribes form when people look to a leader to dictate their purchases. When someone we trust endorses something, we want to express our own support. Additionally, by owning the same items we can form an identity within a larger group. Think about fan jerseys, band merch, Oprah book club picks, or influencer-made makeup lines. When we sport these products we’re identifying with our unique consumer tribes.
When companies approach us to be ambassadors we think that becoming an expert is within grasp. It's a glimpse of power and leadership that is psychologically attractive. Because of social proximity, we believe that anyone can be an influencer. So why not us?
The truth is that anyone can become an influencer, but it doesn't magically pop into your DMs overnight. Ambassador programs know that the idea is attractive, so they use it to their advantage. I’m sorry to say that a NKD underwear discount code will not pave the way for anyone’s social media career.
Cleaning Out My DMs
In writing this article I’ve gone back and forth on how I feel about NKD. I hope they are really donating, but I’m better safe than scammed.
In reality, their partnership wouldn't do much for me or my blog anyway. The immediate idea was attractive, but I know there’s no quick way to elevate My Side Piece beyond consistency and patience.
This week I also learnt that the validation I think I need to promote products is fabricated. We forget the power of our influence when we compare ourselves to other accounts with more followers. I have underwear I already love, thank you very much. There’s no reason I couldn’t share those and encourage (or make) donations. I don’t need to be an ambassador to share my own endorsements. I’m already my own expert.
I believe that we are sum of the five people we spend the most time with. I think the same is true on social media. The more influencers you follow, the more you’ll be influenced. Purging your timeline is more than just unfollowing those who don’t make you feel good - it’s also about curating the type of person you want to be.
For instance, would I want to follow someone promoting a brand they’d just heard of?
Sorry NKD, but I have to pass. I’ll take sexy photos for myself only. If anyone should benefit from them, it’s me.
