How Poppi Used Influencers to Build a $100M Brand

📊 Did you know?

51% of creators say it’s harder to build a fan community today than five years ago.

(Patreon, 2025)

📖 The Soda Marketing Playbook: How Poppi Scaled with Influencers

A few years ago, Poppi was just another functional soda brand trying to carve out space in a crowded beverage market.

Competing against industry giants like Coca-Cola ($43B+ revenue in 2023) and Pepsi ($91B+ revenue in 2023), Poppi had to be highly creative and laser-focused on its target audience to break through.

By 2022, Poppi achieved 148% year-over-year growth and an astonishing 250% growth online. By the end of 2023, sales surged to $100 million, fueled by data-driven omnichannel expansion.

Despite their success, Poppi has also faced its share of challenges. Their recent Super Bowl vending machine stunt sparked backlash, as some consumers criticized the campaign’s execution.

@octopusslover8

did it with the Poppi vending machine

However, the brand’s willingness to take risks and think outside the box has been a key driver in its meteoric rise.

Today, Poppi's drinks are everywhere on social media. On TikTok alone, there are 10,800+ posts about Poppi! That adds up to millions of views and hence millions of people knowing about the brand 🤯

Now the question is: How did they do it?

Let’s review it together:

1️⃣ Massive Gifting

Poppi doesn’t do traditional influencer gifting.

Instead, they create buzz through premium merch and crazy gifts that make influencers want to share their unboxing experiences.

Whether it’s vibrant packaging, limited-edition neon sweatsuits, or exclusive event invites, Poppi makes sure their gifts stand out.

💡 It’s all about scaling it and automation. Therefore, they use tools like Click Analytic to automate influencer seeding, ensuring they reach the right creators at scale.

2️⃣  Make Influencers Come to You

Poppi built an exclusive College Ambassador Program, where students can apply online to become brand ambassadors.

The program is limited, making it even more desirable. By turning students into organic advocates, Poppi has cemented itself as a must-have drink on college campuses.

And it’s probably why Poppi is today among the most mentioned soda brands online:

According to Click Analytic, Poppi has been mentioned by over 19,000 creators on Instagram and TikTok.

• And mostly from micro/nano creators, with 82% of their Instagram mentions coming from influencers with under 50K followers.

• Same on TikTok, where 92% of their mentions come from influencers with under 50K followers.

3️⃣  Continuous Marketing

Beyond micro-influencers, Poppi also partners with big celebrities like Alix Earle, who has posted about the brand three times in the last three months.

They don’t rely on one-off posts but work with influencers multiple times per year, keeping their brand top-of-mind for their audience. The Coachella campaign alone drove massive visibility and engagement, reinforcing Poppi’s strategic use of influencers.

alix_earle

View more on Instagram

4️⃣  Employees as Influencers

Poppi understands that brand advocacy starts from within.

They empower their employees to act as influencers, showcasing the brand on their personal social media.

This authentic, behind-the-scenes content adds credibility and strengthens Poppi’s connection with consumers.

5️⃣  Team Structure

Many brands forget that having a dedicated influencer marketing team is crucial to scaling campaigns successfully.

Poppi has a well-structured team with clear roles, including influencer outreach specialists, campaign managers, and data analysts who track performance. This structured approach ensures seamless collaboration and long-term partnerships with creators.

More than 70% of brands have now internalized their influencer marketing efforts to maintain closer relationships with creators and ensure a more authentic brand presence.

By keeping influencer marketing in-house, Poppi can execute campaigns faster, tailor messaging in real-time, and foster stronger connections with influencers who genuinely align with the brand

📌 Key Learnings for Your Brand

• Invest in a dedicated influencer team—structure matters when scaling campaigns.

• Leverage micro & nano influencers for higher engagement and long-term brand loyalty.

• Create standout gifting experiences—make influencers excited to showcase your product.

• Use a mix of organic & paid influencer marketing to sustain momentum.

• Foster employee advocacy—your best ambassadors might already be on your payroll.

Now it’s your turn!

The impact? Poppi is now in 20,000+ retail locations and continues to be one of the most talked-about beverage brands on social media.

Want to know how influencer marketing can work for your brand in Q2 2025?

Book a free strategy call with our CEO, Paul, who has led 200+ successful campaigns and was recently featured on Swiss TV for his insights on influencer marketing.

🚨 Don’t wait—secure your edge for 2025! (Psst, it’s free!)
🔗 Schedule your call

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