C4 Energy is the number 1 global pre-workout brand and fastest growing energy drink brand in the U.S.
As part of our ongoing mission to disrupt the UK energy market for C4, we were briefed on creating a social media campaign that would fuel channel growth, engagement, and inspire a more diverse athlete audience to feel ignited by C4.
Create:
The campaign aimed to position C4 as providing energy for all types of activities – whether you’re skateboarding, biking or jumping off walls.
We wanted to diversify our feeds and reach a wider audience by introducing the brand to different backgrounds and sports – such as BMX, futsal, skateboarding, free-running enthusiasts and much more.
Spring is a time for something fresh and new, so we came up with the ‘Ignite your Fire’ Spring Campaign that would encourage our audience to do exactly that – with C4 at the heart.
Engage:
After a detailed influencer mapping exercise, we identified relevant influencers Stef Nurding, Kye White, Rachel Gough and Jamie Shawyer (LDN Movements), that would inspire audiences to ignite their fire through a range of creative and energetic content.
We wanted our content to be fresh, colourful and inspirational to excite different athlete audiences. So, we captured a range of high quality videography and photography and then created a suite of assets. Including shorter social video edits and a main video feature that was the primary content for C4’s social channels, plus a range of OOH designs.
For harder-to-reach athlete audiences, we amplified social content through a detailed paid advertising strategy, expanding our reach with branded content ads with specified influencers to also re-engage audiences.
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To further encourage engagement from our desired audiences, we did exclusive giveaways consisting of year’s supply of C4 and influencer products – including a skateboard bundle from Stef’s shop Salon Skateboards.
Convert:
Our creative and igniting drink PR strategy surpassed campaign KPIs – achieving the following results:
- 86M impressions, 1.6M above KPI
- 82M engagements, 1.32M above KPI
- 27% increase in followers above KPI
