Influencer Marketing Strategy
818 Tequilla Influencer Marketing Strategy
818 Tequila has successfully leveraged influencer marketing to become a leading force in the spirits industry. Founded in 2020 by Kendall Jenner, the brand set out to revolutionize the tequila market with a focus on sustainability, transparency, and innovative marketing. Leveraging her celebrity status, Jenner serves as the brand’s primary face, frequently appearing in campaigns and social media, helping 818 Tequila amass a substantial online following, including 1.1 million Instagram followers.
Experiential marketing plays a crucial role in 818 Tequila’s success. In 2024, the brand launched a College Bar Tour, where Jenner personally surprised university students by serving drinks at their residences and local bars. CMO Kathleen Braine described the initiative as a way to offer “everyday consumers the influencer experience.” The campaign generated over 45,000 social media mentions, 80 million social interactions, and 1.5 billion social impressions, reinforcing 818’s direct engagement approach.
High-profile events further amplify the brand’s reach. For three consecutive years, 818 Tequila has hosted activations at Coachella, blending influencer partnerships with consumer access. In 2024, over 1,000 tickets were reserved within 15 minutes of the activation going live, ultimately generating 1.3 billion social media impressions. Unlike traditional luxury brands that focus solely on VIPs, 818 ensures wider consumer participation by opening registration through social media.
Sales:
818 Tequila’s innovative marketing strategies have led to significant sales growth. The College Bar Tour and Coachella activations have driven direct product engagement, increasing brand loyalty and conversions. Viral social media campaigns have further amplified brand awareness, leading to a surge in demand across both online and retail stores.
Collaboration:
818 Tequila strategically partners with influential figures to expand its reach. In 2024, Kendall Jenner collaborated with Emma Chamberlain to merge 818 Tequila with Chamberlain Coffee, introducing cold brew singles inspired by tequila flavors and an espresso martini bundle. While an unexpected pairing, the collaboration resonated with Gen Z and millennial consumers, driving engagement and sales. By combining influencer marketing, immersive brand experiences, and consumer-inclusive activations, 818 Tequila continues to push the boundaries of modern brand engagement.
Written By:
Heather Dinman
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