This document discusses the social media success of two brands, Aerie and Cupcake Royale. It outlines Aerie's 2014 "AerieREAL" campaign which featured unretouched photos and encouraged user engagement through hashtags. This promoted body positivity and helped the brand build relationships. For Cupcake Royale, the summary discusses how the brand used demographics and credibility to promote across channels, engaged users through incentives, and found success with their blog. Both brands were able to achieve social media success through user engagement and relationship building strategies.
