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  • Seed University trains influencers to represent the brand
  • Seed University trains influencers to represent the brand
    Seed (2019) ©
CASE STUDY

Seed University: creating a new breed of influencer

Seed University has turned the influencer model upside down. Rather than sending out free samples to recruit ambassadors, the probiotics company is making people pass a course to become experts on the products they’re backing. Could this be the answer to influencer fatigue?

Location United States

Scope
When a woman known as ‘Rawvana’ was unknowingly filmed eating seafood, the backlash she faced was something nobody could have predicted. Having amassed more than three million Instagram followers who turned to her for raw vegan diet tips, the 28-year-old influencer was going against everything she apparently stood for. Essentially, the jig was up. She later published a video explaining that she’d had to change her diet for health reasons, but that only made it worse, as critics accused her of peddling a lifestyle that was actually making her sick. The furor that erupted was a wake-up call ...

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