Read on Twitter
What Erica and her fanbase(Elites) have been able to do with Star Radler is remarkable, in terms of:
1. Increased Product Uptake
2. Awareness for the brand and product
3. Growth across digital marketing channels
4. Engagement
5. and importantly, earned media
1. Increased Product Uptake
2. Awareness for the brand and product
3. Growth across digital marketing channels
4. Engagement
5. and importantly, earned media
Erica X Star Radler is a perfect fit. Why? Suddenly, the product is everywhere( from social media challenges, to product being sold out offline and online. It is interesting to see how one move by a brand can breathe new life to a product.
Honestly, I thought that the buzz will die down at least 2 weeks after the announcement, but I was wrong. Immediately after the announcement, Elites took it upon themselves to actively promote the product by running mini campaigns to drive awareness, sales and engagement.
It is worthy to note that before the brand decided to run a Xmas campaign, Elites were already running campaigns by themselves. I don’t think NB has even started paid advertising yet ( Offline and Online) but the amount of earned media they have received is staggering.
Erica, Elites are a brand manager’s dream come true.
She is highly influential, she can drive product uptakes whilst increasing engagement.
She is literally an influencer in that right!
She is highly influential, she can drive product uptakes whilst increasing engagement.
She is literally an influencer in that right!
The key is marrying her celebrity power with the right product or brand.
By the way, I tried buying Star Radler in 3 different places in Lagos and it was sold out and they kept asking if I was an Elite. LOOL!
Elites, please my phone is literally on fire. 
