Why We Love Poppi's Social Media Launch Strategy

If you've been following us on Instagram for a while, you KNOW we always have a Poppi in hand while we are doing all our social media manager things. Am I drinking a Doc Pop while even writing this article? Maybe. Our love for Poppi goes beyond the love for their fun, bubbly flavors, but also into their marketing strategies.

Poppi's marketing has been storming our social media feeds, Super Bowl ads, billboards, and even news articles. Their campaign to be the next generation of soda has been popular, to say the least.

This month, Poppi launched the new Lemon Lime flavor of their famous prebiotic, modern soda line, which has also caught our eye! In this blog, we are breaking down their launch strategy and what you can take from this with your own launch strategies on social media.

Poppi's Social Media Launch

The Before...

Poppi's social media is never short of amazing! They have always taken a colorful, creative approach with the audience, UGC, and creators at the center of all of it. This creates an immersive experience for their audience as they see all the angles of the brand in consumer's daily lives! Before the launch, you'd see all their brand palette and products shining through.

The After...

Poppi released two new flavors recently, Lemon Lime (currently) and Wild Berry (back in February of this year.) Both of these launches were strategized with similar creative directives. During the launch, they make ONLY the launching product the center of their focus. They carry this out through their entire page, from the profile photo to the highlights, to the content in the feed.

What we LOVE about This Campaign

01. It's different

While many brands have had successful product launches on socials, this one takes the cake on uniqueness! They are creating an experience with their launch. Each piece of their profile serves a different purpose of the narrative, and it keeps it fun and fresh on the account as a whole.

02. It's attention-grabbing

When you see their new profile photo, you know it's the Poppi brand with a fun perspective, so you can't help but click. When you get to their profile, you see a storm of green taking over the entirety of their page. Not only does this hook your attention, but even after the launch when people scroll through the feed, this sticks out at you. For example, when you look back at the Wild Berry launch, even though their page is no longer covered in blue, you can still tell it's a new flavor to be on the lookout for.

03. It's informative, yet engaging

While it is visually focused, every piece of the puzzle informs and entertains the viewers about their new product. They even jumped in on relevant news topics (the solar eclipse), have viewers guess the flavor, and created eye-catching videos that you can't help but binge. By the end of the launch, if your customers don't know how to buy and why they should buy, your launch likely isn't going to hit your launch goals. You want to remain in a good balance of information and fun!

04. It builds suspense

On April 4th, April 5th, and April 6th, they did previews of what the new flavor was to create the bubbly buzz around the new product launch. On the last post, the 6th, they also gave insights into the exact date it was dropping, the 9th. This made the audience keep coming back, and that's exactly what you want for a launch! It should feel like a book you don't want to put down.

What You Can Take From It

Poppi has three major advantages we have to recognize, a marketing team, a budget, and being a well-known brand. We aren't saying that you have to change your feed colors and create an extensive 9-grid launch. But, what we are saying is that your social media launch should generate excitement, be eye-catching, and be different, and you can do this even in your small-to-medium-sized business. Even if you don't have a Poppi-sized budget, you can still create a campaign that feels different and caters to your brand specifically.

Remember that, your audience isn't Poppi's audience, so this will look incredibly different with each brand. What will make your launch keep customers informed, yet keep them coming back to add your new item to their cart? Put yourself in your audience's shoes and think about how to channel all the excitement you have about the launch, onto your audience, too!

Cheers!