Being a Poppi college ambassador is trendier than ever. When the brand launched their campus program last spring, they received fewer than 300 applications—this fall, they got 11K. The program attempts to reach students from every angle. The 250 selected ambassadors provide intel on which off-campus hangout spots should carry the soda, stock Greek life fridges, and are required to hand out free product at least once a month. They’re also testing out a new kind of influencer appeal: friend groups. YPulse has told you how friends making social content together, like the viral 4 in the 5, can be extra appealing to Gen Z viewers for relatability and feeling like part of the inner circle. Because there is no follower requirement to become an ambassador, every kind of student from athletes to growing creators can be brand promoters, which creates that sense of personal recommendation. (Glossy)
📈 YPulse reported: Post-social marketing play: Build your brandom (i.e. brand fandom) through community.
