C4 Energy is the number 1 global pre-workout brand and fastest growing energy drink brand in the U.S., with a focus on disrupting the UK energy market. Prohibition has worked with C4 Energy over the past 12 months to grow its UK and European social channels from a standing start to almost 20,000 followers.
As part of its channel growth strategy, C4 partnered with WIT Fitness for an exciting takeover event at WIT House London. C4 x WIT was a one-day event that saw some of the UK’s biggest fitness influencers including Bradley Simmons, Dan Tai, Bobby Rich and David Birtwistle go head-to-head in a range of intense (and fun) fitness challenges.
To grow its presence in the UK sports industry, C4 was looking to capture high quality event coverage, as well as drive brand awareness and social media engagement.
Prohibition was briefed to support event planning, lead on organic and paid social media activity, influencer marketing, and public relations to reach a wide audience. As well as support with creative content, such as social assets and a range of branded assets to display at the event.
As part of our integrated drink PR approach, we carried the campaign out in multiple strands. Including:
- Quality creative content: Position the takeover as the ‘event to be’ with a targeted competition on social to drive hype online. On the day, our team captured the event through high-quality visuals to drive conversation online.
- Paid social: Organic content was supported with paid activity to drive further interest and interact with key stakeholders in the industry.
- Influencer marketing: We secured a range of fitness influencers that best represented the brand with a combined following of 2.6M.
- ‘Always-on’ PR: Inviting and liaising with relevant journalists, to build longstanding relationships and secure future opportunities.
Our creative and engaging strategy made it a ‘unmissable’ event that achieved the following results:
- 5M total impressions
- 25K+ engagements
- 2K+ new followers