Brand marketers are adopting fan-first social media strategies

For soft-drink brand Poppi, fans come before consumers. The Pepsico-owned brand has bottled up an innovative approach to social media that s beginning to be picked up by the marketers behind the industry s largest brands, but it carries risks, too. “We re community first. I like to say it s pop culture,” said Sophia Sesto, who leads the team behind the beverage brand’s social media, creator and am