Most brands are just starting to work with creators. But not Poppi.

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The beverage brand has been miles ahead when it comes to creators — and it's a big reason why Pepsi acquired them for $1.9 billion.

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Let's Rewind:

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In 2018, Poppi started as a niche health soda. Instead of dumping cash into traditional ads, they flooded social media with:

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• Micro-influencers: 16,000+ TikToks using #drinkpoppi​

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• College ambassadors: pushed it as the trendy drink on campus

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• Unboxing experiences: like these viral sweatsuits

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They double downed each year. And by 2023, they hit $100M+ in sales.

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The Big Leap:

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In 2024, they bought a Super Bowl ad. But they didn't suddenly turn to traditional celebrities. Once again, they featured creators such as Alix Earle.

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Oh, and Poppi also leveled up their unboxing videos.

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This time, they sent vending machines (yes, actually) to top TikTokers, who made viral videos about it.

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Our Take:

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Poppi’s $1.9B acquisition proves one thing: creators are one of today's most powerful marketing channels.

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For years, brands spent fortunes on TV ads, billboards, and celebrity endorsements.

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Poppi did the opposite. It built its entire brand around creators, proving that:

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• You don’t need millions of followers to be valuable. Poppi worked with college students, lifestyle influencers, and micro-creators — proving that authentic engagement beats follower count.

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• Brands aren’t just paying for one-off deals — they’re building long-term partnerships. That means more opportunities, bigger deals, and deeper collaborations.

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Obviously, you still need a great product. But Poppi proves that creators can accelerate your marketing by a lot.

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​Lilly Singh just launched HYPHEN8, a YouTube network dedicated to South Asian creators.

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Singh says the network will help creators secure brand deals, optimize monetization, and tap into a growing South Asian audience that many brands are itching to work with.

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Singh built her career on YouTube but struggled to find resources, mentors, and brand opportunities early on.

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Now, she’s hoping to solve that problem for the next generation.

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The Rise of Creator-founded Networks?

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This isn't the first time a popular creator started their own network.

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Johnny and Iz Harris just launched their network, New Press, for journalists with channels like Search Party and Tunnel Vision.

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As they explained in our interview, the goal is to allow creators to solely focus on their videos, without operational hassles like hiring a team or securing brand deals.
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Alex Cooper launched her Unwell Network in 2022.

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Originally built around podcasts like Cooper's Call Her Daddy and Pretty Lonesome with Madeline Argy, it’s now expanding into new niches with projects like Read It and Weep, a BookTok-inspired discussion show.
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​Our Take

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As Singh puts it: "It can't be about how many eyeballs you get anymore. It has to be about how many minds you can change."

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It’s a big bet, but if HYPHEN8 can deliver value for underserved creators and their audiences, it could be a game-changer.

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If not, it could fall into the same traps that doomed Multi-Channel Networks (MCNs) who promised a lot but couldn't deliver.

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Ultimately, Singh's experience as a creator and role model, especially in the South Asian community, is what gives her an edge here.
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