“In January 2020, international pop superstar Beyoncé collaborated on a fashion collection with adidas. It sold out instantly, but not before fans noticed that the items looked nearly identical to the employee uniforms at Popeyes. After her clothing line sold out, we democratized fashion by giving her fans the opportunity to purchase our real Popeyes employee uniforms themselves. The idea generated more than 892 million earned media impressions, totaling more than $8.8 million in ad value, and trended organically on Twitter during the Super Bowl week. In the end, the campaign reversed the influencer-marketing model with everyday people paying the brand a combined $30,000 to become Popeyes influencers.”