If you log onto TikTok or Instagram during the month of August, you’ll likely see plenty of sorority recruitment – or “sorority rush” – content in your feed. This trend first took the internet by storm a few summers ago with “Bama RushTok” and has since expanded to colleges nationwide.
Leveraging the sorority rush trend can provide a unique opportunity to connect with a highly engaged audience. By supporting these events and providing products or sponsorships, brands can enhance their visibility and tap into college-aged consumers in an authentic way.
Here are 3 ways that brands have engaged with the sorority rush trend:
1. PR Packages
There is a trend on TikTok where sorority members contact a variety of brands for free products sent to their sorority house in exchange for posts. People on the platform are exchanging brand contact information to try their luck at receiving PR.
Last summer, the University of Alabama’s Alpha Chi Omega chapter posted a “PR Haul” video on TikTok detailing the products that a variety of brands sent to their sorority house from Living Proof to Celsius. This video got over 25,000 views with verified comments from Living Proof and GXVE, Gwen Stefani’s makeup brand.
Partnering with sororities through PR packages can boost brand visibility and engagement. By providing products that resonate with this audience, brands can leverage user-generated content (UGC) and authentic testimonials to enhance their reach and influence among college-aged consumers.
2. Sponsorships
Brands have moved beyond sending PR packages to gain mentions in posts and are now fully sponsoring key elements of sorority rush. This August, Poppi sponsored the University of Texas at Austin’s Zeta Tau Alpha chapter’s bid day, as detailed on Instagram. Bid day is arguably the most exciting part of sorority recruitment, marking the end of the process when new members receive their bids and celebrate with the entire chapter.
Poppi, also based in Austin, capitalized on this opportunity by sponsoring the bid day theme, “Zeta is Poppin’ Off,” providing free drinks, co-branded merchandise, and even an appearance from the Poppi founder.
This partnership felt organic, as the Austin-based company seamlessly integrated its brand into the celebration. Sponsoring major sorority events like bid days allows brands to create meaningful connections with their target audience. By aligning with the energy and excitement of these events, brands can boost their visibility and establish a strong, positive association with potential customers.
3. Organic Interaction
Some brands already have a strong college-aged customer base who have become brand advocates themselves. Kendra Scott jewelry has a cult-like following in the sorority community. Since RushTok initially went viral a few years back, there have been hundreds of users posting their OOTD or GRWM videos featuring Kendra Scott Jewelry.
The brand began to engage with these posts using its verified handle to comment on and share UGC, amplifying the posts’ reach. Last summer, Kendra Scott posted this video on TikTok to encourage customers to share their experiences. Kendra Scott uses organic interactions to tap into the authentic voice of their customers, enhancing their visibility and fostering deeper connections with their audience.
As sorority rush continues to captivate social media and college campuses, brands have a unique opportunity to connect with a highly engaged audience. By working to build authentic relationships with sororities, brands can create lasting impressions and foster loyalty among college-aged consumers.
