Topo Chico Campaign
Welcome to The Outfluencers
Our digital culture has us all fooled- influencers and social media stars are the most boring people on the planet. People who are normal on the surface are the ones that are far more interesting.
Outfluencer (noun): The opposite of an influencer, a person whose life isn’t centered around instagram likes and is actually interesting; the type of person we want representing Topo Chico.
Social Media Idea
The Outfluencers
We would recruit a team of Outfluencers, people with 700 instagram followers or less to become Outfluencers for Topo Chico. No model shots with the product, no inauthentic copy to caption the photo, just normal people living their normal lives with Topo Chico in it. Once they reach over 700 followers, they’re out of the Outfluencers.
Print Ad
Out Of Home Interactive Bus Stop
Topo Chico Vending Machine that asks to take your picture to be used in a future ad of Topo Chico drinkers. But first, you must enter your instagram handle to get the Topo Chico bottle and to get your photo used. This will be a way that Topo Chico will find new Outfluencers.
Topo Chico Coasters
A free gift with select Topo Chico purchases. The text changes when the coaster reacts to condensation.
Event: Speakeasy Popup Bar
An exclusive pop up bar promoted by Outfluencers, you must follow an Outfluencer or hear about it through word of mouth. A bouncer will let people in based on their instagram following. If they have over 700 followers they will not be let in. All drinks served will have Topo Chico in them.
Art Director: Emily Robertson