In an oversaturated social landscape, brands often talk at Gen Z rather than letting them in. While 62% of users crave a behind-the-scenes look at how brands actually operate, most companies fail to pull back the curtain, leaving a massive opportunity for authentic storytelling on the table.
For Gen Z, brand loyalty isn't bought; it’s earned through access. They don't just want to consume a product; they want to be "in" on the culture. They want the mistakes, the behind-the-scenes, and the real personalities behind the logo.
Instagram Post
Instagram Story
Designed for college juniors and seniors, this campaign launches a mini TikTok series introducing the new Alix Earle x Poppi summer interns. It creates the perfect backdrop to follow the interns through real-world challenges, the chaos of college life, and the high stakes of professional performance—think Project Runway meets Jimmy Fallon’s On Brand.
The result is a bingeable, behind-the-scenes social series that captures the charm and "main character energy" of the Poppi college era.
