Thursday, October 10th

Hey, marketers & entrepreneurs,

A warm welcome to our 292 new subscribers. You’re joining a growing community of 17,618 active readers.

This week you’ll learn about:

A Mastermind behind Kendall Jenner’s college tour,

Why experts are criticising Meta's creator program,

Where Gen Z will shop on holidays…

But also...

I’m sharing a list of TOP fitness creators on TikTok!

Want the latest updates? Keep scrolling!

Here’s what’s inside this edition 👇

🗓️ Quick Recap

• Our team will find a UGC creator for you

• Kendall Jenner and her marketing genius with 818 Tequila

• TOP most growing fitness creators on TikTok

• Meta's creator program: too little, too late?

• Gen Z shop on social media for holidays

• MrBeast acquires Vouch to simplify creator hiring

  • Google now highlights content creators as trusted sources

And more…

  Estimated read time: 3 minutes or less

83% of influencers use AI to create content.

(SocialMediaToday, 2024)

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1. 🧑‍💻 Share Your Brief (on a quick call)

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Kendall Jenner got college students hooked on 818 Tequila,

By going on a college tour herself!

With a jaw-dropping 94% YoY sales growth, her college tour was an absolute game-changer.

So, how did Kendall pull it off?

Let’s break it down:

@bellaandkendallfans

Kendall Jenner at 818’s new College Tour at ‘My Neighbor Felix’ restaurant#kendalljenner kendalljenner #bakfs

Back in 2021, Kendall launched 818 Spirits with sustainability at its core.

We’re talking recycled materials and partnerships with local suppliers—super eco-friendly vibes 🌱

Unlike most celeb-founded tequila brands, Kendall didn’t just rely on her famous name.

Nope, she made sure 818 Tequila had serious street cred before hitting the market.

It won several awards in the tequila community to build up its reputation early on.

Fast forward to now: triple-digit growth on the horizon with that sweet 94% YoY sales increase 😯

So, what was Kendall’s secret sauce? Let’s dive in:

1️⃣ Pricing Pivot 🤑

First things first, 818 Tequila had a problem—it was too expensive for their target crowd. 

At $45–$65 a bottle, it wasn’t vibing with younger consumers.

The team crunched the numbers and realized that 46% of their Insta followers were aged 25-34.

That’s when they made a bold move: cut prices by 30%.

Boom, suddenly, the drink was way more accessible.

2️⃣ Enter the College Tour 🎓

Now, this is where things got really interesting.

Kendall took her brand directly to the source: college students. 

Yep, she literally showed up on campus where her 20-something target audience was already partying.

Smart, right? Here’s what made the tour next-level genius:

3️⃣ Bar Takeovers🍸

Kendall herself jumped behind the bar to mix up margaritas, handed out free drinks, and tossed in some 818 merch for good measure.

(Who doesn’t love free swag?!)

4️⃣ Blonde Bombshell Move 👱🏻‍♀️

She dyed her hair blonde for the tour, and it worked like a charm.

The new look caused a stir, people started posting about her all over social media, and before you knew it—818 was everywhere.

5️⃣ Campus Merch 📚

The 818 team dropped exclusive college merch, and students ate it up.

Branded tees became a walking billboard, plastering the 818 logo all over campuses.

The Genius Behind It All 🤯

The ultimate goal?

Get 818 stocked in local bars and liquor stores.

By supplying them with tequila temporarily during the tour, the bet is that students will keep asking for it long after Kendall’s gone.

Sneaky, right?

It’s a clever, layered marketing campaign that’s left college students—and the sales charts—buzzing 🍹📈

Now that’s how you do it.

Kendall’s out here playing 3D chess in the tequila world while others are just trying to catch up.

What do you think? Would you grab a bottle of 818 for your next party?

Want to learn how to work with influencers effectively?

We know exactly how to help.

→ Book a call with our CEO, Paul

He’ll analyze your brand from top to bottom…

And develop a comprehensive influencer strategy that actually works.

(Psst, it’s free!)

🚨 Limited spots are available for October, so don’t miss your chance to book a call now!

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See you next week!