The Influencers Agency assisted Musashi Nutrition to launch its new range of energy drinks. Musashi delivers the nutrition, that fuels performance and optimizes recovery, for all players and all sports.
The clients goal for the campaign was to cement Musashi Energy as a leader in the energy drinks space, and align themselves with athletes, sports people and trainers. The campaign messaging explained the key product benefits such as being scientifically formulated with functional ingredients that can support performance, assist with muscle recovery, and aid mental focus. Containing zero sugar, this is a great-tasting energy drink, like no other.
From professional athletes to everyday health & fitness influencers, the campaign covered a diverse target audience and showcased the drink in situations where it would genuinely be used, making this an authentic brand affiliation for consumer awareness. We secured leading athletes on this campaign such as AFL player Hugh Greenwood, Olympic boxer Billy Dib, and NRL player Jayden Okunbor.
- Promote Musashi's new range of Energy Drinks through strategic key messaging.
- Drive consumer awareness and build trust around the product by strategically aligning with trusted voices of authority in the space.
- Encourage consumers to purchase in-store at Coles or online via their website.
- Channel: Instagram
- Influencers: 41 Australian influencers were booked in the health & fitness category. This was a mix of both paid and contra engagements.
- Micro vs Macro: 26 Micro influencers, 15 Macro influencers
- Key campaign messaging was echoed across the campaign including benefits such as there being zero sugar and science-backed formulations to encourage FOCUS + PERFORMANCE + RECOVERY, breaking down the stigma around traditional “energy drinks” found on the market.
- Each influencer created a reel or static post which aligned to their aesthetic and personal brand, showcasing to their dedicated audience how they incorporate the product into their daily rituals under an authentic/educational light.
- 1 x in feed post (still photo or IG Video under 1min)
- 3x Instagram stories (with a swipe up link for those with over 10k followers)
- Total Likes: 28,500
- Total Reach: 101,244
- Total Engagement: 30,500
- Total followers targeted: 1,211,900
- Content created: 214 pieces of unique content ( 41 posts , 123 stories & 50 additional images/videos )
Some of the content created:
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