By Lyndsey Finsen
In an era where social media drives consumer engagement and most of the overall marketing scene, brands are constantly seeking new ways to capture attention through influencers. Recently, there has been a push for the next best campaign ways to make companies stand out and generate buzz. Tarte’s influencer trips and Poppi’s influencer vending machines are two prime examples of how extravagant marketing is shaping brand visibility. Brand visibility is one of the most crucial things for a brand because if your brand has good brand visibility people will remember the brand and the values and it will help grow your clientele.
“Trippin with Tarte”
Tarte’s “Trippin with Tarte” campaigns gained major traction by sending influencers on all-expense-paid luxury trips to places like Bora Bora, Dubai, and Turks and Caicos. These trips featured exclusive launches, lavish excursions, and high-end accommodations. While some praised the creativity, others criticized the expenses and environmental impact.
Despite backlash, the numbers speak for themselves after Tarte’s Dubai trip, brand mentions increased by 17%, engagement jumped 452%, and video views rose 374%. (Wood) Other brands, like Glow Recipe, saw similar results. These campaigns show how powerful extravagant PR strategies can be in driving engagement and brand identity among younger audiences. Even though this brand campaign was taken in a negative light the publicity that the brand gained was actually beneficial in a way. It got people talking about the brand and made Tarte relevant in the media driving their engagement.
Poppi’s Viral Vending Machines
Poppi took a different approach by sending personalized vending machines filled with their prebiotic sodas directly to influencers. The campaign quickly went viral for its originality. Competitor Olipop claimed the machines cost $25,000 each, criticizing the extravagance, but Poppi’s founder Allison Ellsworth addressed the rumor directly, saying that wasn’t true. (Santaflorentina) Her transparency turned a potential PR issue into an opportunity, reinforcing Poppi’s brand image and values.
Poppi’s campaign proved that bold marketing can be risky, but when done right, it can lead to major benefits and positive exposure.
Keeping the Buzz Going
Both brands saw huge success during their campaigns, but the bigger question is: how do they keep engagement up after the spotlight fades? Long-term influencer partnerships are key. By maintaining relationships with creators, brands like Tarte and Poppi continue to reach target audiences through consistent, authentic content keeping their visibility strong long after the initial hype. (“The True Impacts of Influencer Marketing”)
The Power of Social Proof
Another overlooked factor is social proof and user-generated content (UGC) when consumers create their own content around a brand. Social Proof is the idea that people tend to follow what other people are doing, so when user generated content is used people see what other people do and what other people like and will follow it. This type of content boosts authenticity and extends the life of a campaign. For example, Tarte encouraged followers to use hashtags and share their experiences, while Poppi’s vending machines inspired viral posts across social platforms. Forbes notes that UGC can increase engagement by 28%, showing how valuable consumer participation really is. (Boachie)
The Takeaway
Overall, campaigns like these prove that bold, extravagant marketing strategies have lasting impacts on visibility, engagement, and brand loyalty. Despite criticism, influencer marketing and user-generated content continue to be some of the most effective ways for brands to connect with younger generations and stay relevant in today’s media-driven world.
Happy Valley Comm 