Video stills: young man with Starry can and basketball, blocky avatar at "STARRY ZONE", young woman crocheting
Submitted by Digital Voices

STARRY TikTok Micro-Creator Program

Influencer Marketing

Digital Voices ran a TikTok micro-creator programme for PepsiCo's STARRY lemon and lime soda aimed at US Gen Z, reporting 2.4M impressions from 60 creators since February 2024.

2.4MImpressions
10.42%Engagement Rate

Case in 60 seconds

STARRY was competing in a US soda category that Digital Voices calls extremely competitive, so the brand had to persuade Gen Z to adopt it as their soft drink of choice rather than treat it as one more option.

Gen Z is a set of diverse communities rather than one audience, so Digital Voices treats reach as a matter of covering many interests and cultures, because no single creator could represent all of them on TikTok.

Digital Voices set out to place STARRY at the center of culture on TikTok by spreading the brand across a large number of micro-creators, so the drink showed up inside many Gen Z communities rather than one.

Digital Voices partnered with 60 micro-creators on TikTok whose content ranged from animation and arts and crafts to daily vlogs in which creators simply enjoyed a can of STARRY, so the drink appeared inside routine posts rather than scripted adverts.

Digital Voices reports 2,369,000 impressions and a 10.42% engagement rate from 60 creators since February 2024, and says the campaign built awareness and brand love, although the page publishes no sales or conversion figure.

Strategy Breakdown

Gen Z in the United States, approached through the diverse communities, interests and cultures that the page says make up that generation.
Digital Voices describes the US soda category as extremely competitive, so STARRY had to win Gen Z attention through culture on TikTok rather than through direct comparison with established sodas.
The page's invitation to break up with a current soda frames STARRY as a switch rather than an addition, so the brand's role is to persuade Gen Z to change an existing habit.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • Digital Voices

Results & Evidence

MetricValue
Impressions2.4M impressions
Engagement Rate10.42% engagement rate
Creators60 creators

Why Digital Voices' strategy worked

  1. 1

    Spreading a launch across many micro-creators rather than a few large accounts lets a brand reach several Gen Z interest communities at once, because each creator carries a distinct audience and content style.

  2. 2

    Placing a product inside everyday vlog content rather than a dedicated advert lets the drink sit inside a viewer's routine, which suits a soft drink whose consumption is casual and habitual.

  3. 3

    Securing usage rights and repurposing alongside a paid advertising strategy lets micro-creator content work beyond the creators' own followings, so the output keeps earning after the organic post rather than ending with it.

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