With the rise of influencer marketing, more brands are converging online and using the unprecedented influence of creators to reach broader audiences. Sponsored ads amid user-generated content are transforming to a b-to-c relationship as prospects buy directly through social posts and platforms. Allison Ellsworth, co-founder, and chief brand officer of Poppi and TikTok star Larri Merritt (@Larray), sat down with Adweek community coordinator Netta Thomas during our Elevate: Future of Shopping event for a discussion about the impact social media has on shopping.
Pioneering social reach
Before launching Poppi in March of 2020—and before even taking the product to consumers—Ellsworth said she started working with content creators, something she said was somewhat of a novel concept before TikTok exploded in popularity later that year.
“We
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