In the fast-paced world of e-commerce, going viral can be a game-changer for small businesses. For Findlay Hats, a Portland-based hat company, a single Reddit post catapulted them from a garage startup to a thriving brand. This is the story of how authentic storytelling and community engagement led to overnight success and sustainable growth.
The Birth of Findlay Hats: From Passion Project to Promising Brand
Founded in 2013 by Jimmy Hickey, a professional photographer with a knack for innovation, Findlay Hats began as a small operation run out of Hickey's garage. The company's origin story is one of personal frustration turned into entrepreneurial opportunity:
- Hickey lost his favorite hat while rafting, inspiring him to create a more secure design
- Findlay's signature product: hats with customizable laces and hidden pockets
- Initial focus on creating high-quality, adventure-ready headwear
In its early years, Findlay Hats slowly built a loyal following through:
- Transparent communication on social media
- Community engagement efforts
- Commitment to product quality and innovation
This dedicated customer base, which they affectionately dubbed the "Findlay Force," would prove instrumental in the company's future success.
The Viral Moment: A Serendipitous Encounter in Rome
In 2016, Findlay Hats experienced a turning point that would change the trajectory of their business. Here's how it unfolded:
- Jimmy Hickey takes a rare vacation to Italy with his family
- On their second day in Rome, Hickey spots someone wearing a Findlay "Bluehorn" hat
- This model had sold less than 100 units at the time
- Hickey asks the tour van driver to stop and jumps out to meet the hat wearer
- The wearer turns out to be an English tourist in Rome for a bachelor party
- Hickey's girlfriend Sarah captures a photo of the chance encounter
The Reddit Post That Changed Everything
That evening, still buzzing from the excitement, Hickey decided to share his experience on Reddit. Here's a breakdown of what happened:
- Hickey posts in r/pics, sharing the image and recounting the story
- Within 15 minutes, the post gains significant traction
- Hickey alerts his team back home to prepare for potential increased orders
- The post reaches the front page of Reddit, peaking at the #2 position site-wide
- Findlay Hats' Shopify app begins pinging constantly with new orders
- By the end of the night, the company generates $28,000 in sales
- The Findlay Hats website receives approximately 60,000 views from the post
Key Factors Contributing to the Post's Virality
Several elements combined to make this post resonate so strongly with the Reddit community:
- Authenticity: The story was genuine, not a calculated marketing ploy
- Emotional appeal: Hickey's excitement was palpable and relatable
- Uniqueness: The chance encounter felt special and noteworthy
- Visual proof: The photo added credibility and helped tell the story
- Timing: The post was made at an optimal time to catch Reddit's attention
- Active engagement: Hickey responded to comments, fueling further interest
Challenges of Overnight Success
While the viral post was undoubtedly a win for Findlay Hats, it also presented significant challenges:
- Inventory management: The company was unprepared for such a large volume of orders
- Customer service: Hundreds of emails poured in with questions and special requests
- Production logistics: Ensuring sufficient materials and labor to fulfill orders became crucial
- Maintaining momentum: Capitalizing on the surge of interest for long-term growth proved challenging
Hickey spent much of his "vacation" coordinating with vendors and team members back home to handle the influx of business. Despite the stress, this experience proved to be a defining moment for Findlay Hats.
Lessons Learned from Findlay Hats' Viral Success
- Be prepared for anything: Have contingency plans for unexpected spikes in demand
- Authenticity matters: Genuine stories resonate more than calculated marketing efforts
- Engage with your audience: Responding to comments and questions fuels further interest
- Have robust systems in place: Solid e-commerce and customer service infrastructures are crucial
- Capitalize on momentum: Use viral moments to build lasting relationships with new customers
Building on Viral Success: Findlay Hats' Growth Strategies
In the years following the Reddit post, Findlay Hats has continued to grow and evolve. Here are some key strategies they've employed:
1. Diversifying Revenue Streams
Findlay Hats now operates with four main revenue models:
- E-commerce sales through their Shopify store
- Hat of the Month Club (subscription model)
- Custom collaborations with other brands
- Wholesale partnerships (including placement in over 100 Zumiez stores)
2. Leveraging Social Media
While the Reddit post was a one-time viral hit, Findlay Hats has focused on building engaged communities across multiple platforms:
- Instagram: Sharing lifestyle content and customer photos
- Snapchat: Offering behind-the-scenes looks and running interactive contests
- Facebook: Engaging with customers and running targeted ads
- TikTok: Creating short-form video content to reach younger audiences
3. Creating "Magic Moments"
Inspired by Disney's approach to customer service, Findlay Hats aims to create special experiences for customers whenever possible. This might involve:
- Personalizing interactions
- Surprise upgrades or gifts
- Going above and beyond to resolve issues
- Handwritten thank-you notes with orders
4. Maintaining Transparency
Findlay Hats continues to share both successes and struggles with their audience, fostering a sense of connection and loyalty. This includes:
- Behind-the-scenes content on social media
- Regular updates on new product development
- Honest communication about challenges and setbacks
5. Focusing on Product Innovation
The company keeps pushing the boundaries of hat design, ensuring they stay unique in a crowded market. Recent innovations include:
- Sustainable materials and production methods
- Collaborations with artists for limited-edition designs
- Expanded product lines beyond hats (e.g., accessories, apparel)
The Power of Community: The Findlay Force
One of the most valuable assets to come out of Findlay Hats' growth is their dedicated community of fans and customers, known as the Findlay Force. This group not only purchases products but actively promotes the brand and engages with content.
Some ways Findlay Hats nurtures this community:
- Sharing user-generated content across social platforms
- Hosting meetups and events in various cities
- Offering exclusive products or early access to loyal customers
- Encouraging customers to connect with each other through social media and forums
- Running community challenges and contests
Case Studies: Other Businesses That Leveraged Viral Moments
Findlay Hats isn't the only company to benefit from unexpected viral success. Here are a few other examples:
- Pebble Time: This smartwatch raised over $20 million on Kickstarter after going viral on social media
- Dollar Shave Club: Their humorous launch video went viral, leading to rapid growth and eventual acquisition by Unilever
- Popeyes Chicken Sandwich: A Twitter feud with Chick-fil-A led to a viral sensation and nationwide product shortages
These cases highlight the potential impact of viral marketing, but also underscore the importance of being prepared to capitalize on sudden success.
Advice for Aspiring E-commerce Entrepreneurs
Based on Findlay Hats' journey, here are some key takeaways for other online business owners:
- Focus on creating a unique product: Stand out in your niche with innovative features or designs
- Build genuine connections: Engage with customers personally and create a community around your brand
- Be ready for opportunities: Have systems in place to capitalize on unexpected surges in interest or sales
- Diversify your revenue streams: Don't rely solely on one sales channel or product type
- Embrace transparency: Share your journey, including both successes and setbacks, with your audience
- Continuously innovate: Keep improving your products and trying new marketing strategies
- Leverage the right social platforms: Focus on channels where your target audience is most active and engaged
- Prioritize customer experience: Create memorable interactions to build brand loyalty
- Stay true to your brand values: Maintain authenticity even as you grow
- Learn from setbacks: Use challenges as opportunities for improvement and growth
The Future of Findlay Hats
Today, Findlay Hats has grown from a two-person side project to a thriving business with multiple full-time employees. They've seen impressive year-over-year growth and continue to expand their product lines and partnerships.
Looking ahead, Findlay Hats aims to:
- Further expand their product offerings beyond hats
- Increase their international presence and sales
- Explore new manufacturing technologies for improved sustainability
- Continue growing their community engagement initiatives
Conclusion: The Lasting Impact of Authentic Connections
The story of Findlay Hats demonstrates the potential power of social media for e-commerce businesses. A single, authentic post can reach millions and translate into significant sales. However, it's what you do with that momentum that truly matters.
By focusing on product quality, customer experience, and community building, Findlay Hats turned their viral moment into sustained success. Their journey serves as an inspiration and blueprint for other entrepreneurs looking to make their mark in the competitive world of online retail.
Whether you're just starting out or looking to grow your existing e-commerce business, remember that authenticity, innovation, and genuine customer connections are key. While not every business will experience a viral moment like Findlay Hats, the principles that drove their success—quality products, engaged community, and adaptability—are universal keys to long-term growth in the digital marketplace.
