Poppi's "CoachEARLEa" Collab: An Explainer
What was the Poppi X Alix Earle Collab?
Coachella is known for its massive influencer presence. Up until now, the conventional approach for most brands has been to scatter their efforts across numerous influencers. But Poppi did something very different. They focused their entire strategy on one influencer: Alix Earle. They rented a luxurious house (with a pool of course) and flew out Alix and her group of besties to party in their brand adorned villa. And people LOVED IT!
What are people saying about it?
Dubbing it "CoachEARLEa", Poppi's strategy struck a chord with audiences. By prioritizing authenticity over grandeur, Poppi created an experience that felt relatable to viewers. Instead of throwing a random group of people together, they took a real friend group and gave them an extraordinary experience. ?
Our Take:
Some viewers are definitely starting to push back against the extravagance of influencer culture. Remember the Tarte Beauty Bora Bora brand trip controversy? Further, the platforms were abuzz this week with influencers behaving badly at Coachella. In one video, a festival attendee described how she saw pampered influencers being flown out by brands, only to stay in their hotel rooms all day.?
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Poppi decided to do something different with their Coachella strategy. And it seems to have worked. Again, and again, in the glitzy world of creator culture, the common people want authenticity above all else.
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