Marketing strategies in digital age are very different from the past times. Today, influencer marketing is the most efficient and cost-effective marketing for increasing brand and product awareness, not a TV or web advertisement. You all might remember when Cristiano Ronaldo removed Coca Cola bottle in press conference and this action very negatively affected Coca Cola company.
Logan Paul's Prime is a good example too. Logan is a very famous influencer, he created Prime, promotes it himself and via other friend influencers and sells millions of bottles regularly. There is almost no kid that doesn't know drink Prime. Yes, that's the power of influencer marketing and the best way to promote a product is to invest in yourself to become an influencer.