5 Brands Leaning into Influencer Marketing During RushTok 2024

In recent years, sorority recruitment has evolved from a campus-exclusive event to a viral sensation. Hashtags #RushTok, #BamaRush, and #RushReady have amassed over 350,000 posts in just the past week on TikTok. This seasonal trend offers brands a unique opportunity to tap into the excitement. Originally sparked by the University of Alabama’s sorority recruitment in 2021, the trend has since inspired businesses to creatively engage with the #RushTok community.

As RushTok 2024 continues to captivate audiences, brands are finding innovative ways to combine the power of influencer marketing with sorority recruitment. From utilizing brand ambassadors to sending curated PR packages, companies are successfully weaving their products into the fabric of rush week. Discover how these brands are not only joining the conversation but also driving authentic engagement.

Poppi Teams Up with UT Zeta for a Spirited Rush Week and New Ambassador Program

Poppi made a splash during sorority recruitment at the University of Texas’ Zeta chapter by sponsoring a Poppi-themed spirit day. The Austin-based company decked out the entire chapter with Poppi merch and drinks, including T-shirts, trucker hats, stickers, and coolers. The event was highlighted by the appearance of Poppi founder Allison Ellsworth. Ellsworth even joined in the festivities and starred in a TikTok with the chapter. Alongside this campaign, Poppi also launched its college student ambassador program for fall 2024. In an Instagram post, the brand invited students to apply for a chance to receive merch, host campus events, and provide Poppi to student organizations.

@drinkpoppi a legendary moment 🤭💕 @TEXAS ZETA #drinkpoppi #poppisoda #poppi #sodasback #texaszeta #fyp #foryou #fy ♬ original sound – Poppi

GymShark and Prime Hydration Shine in Alpha Chi Omega’s Viral Recruitment Video

Alpha Chi Omega from the University of Tennessee took RushTok 2024 by storm with their recruitment video, where they danced to Beyoncé’s “Run the World (Girls).” The sorority, sponsored by GymShark and Prime Hydration, showcased their collaboration in the video, which racked up over 2.4 million views. The TikTok had widespread reach with an impressive engagement rate of over 570%! This partnership demonstrated how brands can gain widespread exposure by tapping into the energy and excitement of sorority recruitment on TikTok.

@utkalphachi ALL SET FOR MC ‘24 WITH @PRIME @Gymshark @Gymshark Women 🩷💛💙#gymsharkcampus #utkaxo #alphachiomega #utk #tennessee #sorority #rush #rushtok #greeklife ♬ original sound – Tri Delta Mizzou

Tarte Leverages RushTok 2024 with Special Bundle and Influencer-Packed PR Boxes

Tarte tapped into RushTok with a specially curated RushTok Bundle for sale. Featuring their creaseless setting powder and juicy lip plump, Tarte offered customers a $62 value for just $36. To amplify the buzz, Tarte sent out PR boxes to micro-influencers including Lanie Kristin, Kelsie Hudgins, and Abby Papetti. These boxes, complete with a tote bag, hat, and Tarte products, were seamlessly integrated into hauls and GRWM videos, driving excitement and visibility for the brand. The strategic use of influencer marketing helped Tarte connect with their target audience in an authentic and engaging way.

@laniekristin @tarte cosmetics IS THIS A DREAM?! #rushinwithtarte #tartecosmetics #tarte #rush #sororityrecruitment ♬ original sound – lanie kristin

Altar’d State Leands into Rush Style Guide and Unboxing Videos

Altar’d State embraced RushTok by launching a dedicated Rush Style Guide and Shop on their website. In doing so, the brand made it easy for those rushing to find the perfect outfits for recruitment events. To further engage with the RushTok community, Altar’d State sent out curated packages to micro-influencers. These included Taylor Shedlin, Abbie Plaisted, and Carys Lanam. These influencers showcased the brand’s stylish offerings in their content, sharing unboxing experience with their followers. By combining an accessible online shopping experience with targeted partnerships, Altar’d State positioned itself as a go-to brand for rush.

@callmycel Some one pinch me!!! Im OBSESSED 🥰🥰 could not be more grateful 💕💕 thank you @Altar’d State #prunboxing #altardstatehaul #rushtok #rush #haul ♬ you look like you love me – Ella Langley

Drive Authentic Engagement: Learn How Captiv8 Can Enhance Your Seasonal Marketing Efforts

RushTok has emerged as a dynamic trend, with sorority recruitment videos and themed content capturing massive attention on TikTok. Brands have effectively leveraged this trend by integrating their products into recruitment events and collaborating with influencers. This content works to boost brand visibility and awareness. To make the most of upcoming seasonal events, Captiv8 can help you identify and connect with the right influencers and optimize your marketing strategy to stand out. Interested in learning more? Take a platform tour today!