Are Sororities the New Influencers? Why Brands Embrace Sorority PR

Every summer, college girls around the country are thinking about one thing: sorority recruitment.

As sorority recruitment started to go viral with #RushTok in 2021, girls from colleges and universities everywhere tune in on social media to share their rush week outfits, TikTok dances, bid day celebrations, and more.

Sororities and their potential new members aren't the only ones joining in on the fun. Brands are beginning to recognize the true worth of investing in sorority PR during recruitment week.

What is Sorority PR?

With the rise of influencer marketing and gifting, brands are expanding their reach to larger communities, like sororities, through product gifting, sponsorships, pop-ups, and more. Brands are now sending PR packages of products to sorority chapters to be featured on sorority chapters' social media posts during recruitment week.

They're also collaborating with sorority chapters to host events and pop-ups during recruitment work week. Whether that's coming to the house to hand out products, or inviting sorority chapters to local stores, brands are looking to create meaningful experiences for sorority members and turn them into authentic social media content.

The Influence of Sorority Chapters

As #RushTok is trending, all eyes are on how sorority chapters are approaching their recruitment week social media marketing. Throughout the week-long process, college girls are constantly engaged on their campus' sorority chapter accounts. Girls want to know what their potential future chapters are posting, wearing, and who they're collaborating with.

The reach sorority chapters receive throughout recruitment week is unimaginable. Sorority recruitment potential new members (PNMs) are checking in after every work week day, and every recruitment round to check what their future sorority chapters are up to.

They'll share posts to discuss with their friends their thoughts on a chapter's spirit day themes, or point out a girl they had a memorable conversation with. Sorority girls on campus are curious to see what the other chapters on campus are posting as well.

However, the reach of these posts are also going beyond chapters' local campus community. As girls around the nation are tuned in on #RushTok, posts from other colleges are showing up on others' feeds as girls are actively participating in the discussion of sorority recruitment, gaining more reach and exposure than ever before.

Influencers within sorority chapters are also all the buzz during this time. The queen of #RushTok, Kylan Darnell, rose to fame through her recruitment week OOTD posts when she joined the University of Alabama during her freshman year.

She now has amassed over 1.3 million TikTok followers, giving brands a powerful opportunity to reach the sorority community. Her collaboration with FabFitFun on Kylan Darnell x FabFitFun The Viral Edit Box: #RushTok shows the power of sorority creators in shaping viral brand moments.

Within just a week-long process, sorority recruitment week creates one of the biggest opportunities for brands to get the attention of a large group of highly engaged young Gen Z women.

As girls are constantly consuming content, they are noticing which brands are showing up during the week, and how. For brands, recruitment week means becoming a part of the content, the conversation, and ultimately, the culture that is #RushTok.

Aside from rush week, sorority chapters and their members have a large presence on campus within their local Greek life communities that keeps Gen Z girls engaged in sorority brand partnerships engaged all year long.

How Top Brands Are Approaching Sorority PR: The Key to Reaching Gen Z Women

Sorority PR has become a popular way to reach Gen Z women in a more real and authentic way, generating loyal customers and leveraging word-of-mouth. However, as more brands turn to sorority brand partnerships, they must find a way to make theirs stand out.

Some brands are stepping it up with exclusive products, custom-made for the chapter. Poppi did their big one in 2025 when they made custom Poppi cans for each sorority chapter. Each chapter got a package of Poppi cans with their own sorority Greek letters on the can.

Without a doubt, these special cans made their way to being featured on chapter Instagram and TikTok accounts, making Poppi feel like a part of the recruitment week experience.

To stand out even more, Poppi made the experience even more special for the sorority girls at University of Texas, Austin by bringing a special visit from Poppi and Alix Earle, a long-time Poppi brand ambassador.

Other brands are also recognizing the key to being a part of the experience. Sisterhood events centered around a brand are creating interactive moments where girls can truly connect with their favorite brands in the best ways.

Alo Yoga has been tapping into Greek life buzz through their wellness event collaborations with sororities. The partnership between Alo Wellness Club and Alpha Chi Omega at San Diego State University featured Alo product gifting and a mat Pilates session, and the event collaboration between

Alo Wellness Club and Gamma Phi Beta at University of San Diego featured a Pilates session at The Sculpt Room, with Alo product gifting. These sisterhood events blended Alo's branding and sorority interests in the perfect way to create memorable experiences to one of Alo Yoga's target audiences.

Fashion and apparel brands are also keeping up in creative ways. From Princess Polly's in-store sorority shopping experiences, Edikted's sorority ambassador collaborations and LoveShackFancy's sorority contest, brands are tapping into sorority excitement and continuously finding new ways to reach their intended Gen Z audience.

LoveShackFancy hosted a contest for a LoveShackFancy sorority party, house makeover and prizes, garnering around 1,200 responses, and fostering buzz around their new LoveShackFancy body mists.

Sorority PR is no longer just about gifting products for exposure, but about creating desirable and memorable experiences for girls to enjoy, and leave them wanting more.

Why Sorority PR is a Win-Win Strategy

Rush week isn't just a marketing opportunity for brands. It's the most crucial marketing campaign for sorority chapters everywhere. For sororities, rush week is the primary opportunity for chapters to gain their main new member class for the school year.

From the outfits and accessories, to the dances, the content, and the brand partnerships, sororities are focused on putting their best foot forward both on and off the screen. Thus, brands aren't the only ones gaining exposure through sorority brand partnerships. Sororities are desiring the opportunity to gain partnerships with leading brands.

Well-executed partnerships can boost a chapter's presence both on campus and online. Through sorority PR, sororities have the opportunity to take content with products and experience events from top wellness brands, beauty brands, and more.

Partnerships with brands, especially highly coveted ones, can make a chapter feel even more appealing as girls are drawn to communities that offer these exciting experiences with the brands that they already know and love.

Sororities are actively seeking brand collaborations to elevate their sorority events and fill their chapters with meaningful, customized experiences for their sisters. Chapters are also recognizing the value of investing time into sorority PR by tasking pr chairs, and other leadership positions and teams with the job of finding brands to partner with, maintaining email communication, and coordinating the collaboration.

Ultimately, sorority PR offers mutual benefits to both brands and sororities. Brands gain exposure and word-of-mouth marketing within the campus community, and sororities gain the opportunity for exclusive products and experiences that elevate chapter member engagement and reputation.

The Future of Sorority PR: Community-Driven Marketing

Though sorority PR is a new concept that grew with the rise of the virality of #RushTok, brands should understand that this marketing tactic is here to stay. Like television ads during the Super Bowl, or brand pop-ups at Coachella, sorority brand partnerships take advantage of a period of high engagement, constant content creation, and cultural influence within the Gen Z community.

Ultimately, sorority PR represents where brand marketing is headed: toward real communities to develop authentic trust and loyalty for brands that show recognition and appreciation for their everyday audience.

For brands still questioning whether sorority PR is worth investing in, here are some key takeaways:

• Sorority PR turns rush week into a major brand marketing moment

• #RushTok extends sorority content far beyond local campus audiences

• Audiences are tuned in to the partnerships that stand out

• Sorority content naturally generates authentic UGC and word-of-mouth

• Sororities want brand partnerships as much as a brand wants community reach

For brands that want to stay culturally relevant, this is your sign. Start gearing your partnerships toward the community that connect you with the everyday girls who are already shaping culture and who are bound to love your brand!

🪽 Written by Mina Li