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Case Study: How Influencers Launched CUT Energy Into the Market

Kaela Johnson
Written By
Kaela Johnson
Published On
Apr 06, 2022
Three cans of CUT Energy by Hydroxycut

From the makers of Hydroxycut — introducing CUT Energy, a sparkling energy drink and weight loss* drink made with an effective formula, zero sugar or calories, and a superior taste!

To consumers, Hydroxycut is a name that is recognizable, but CUT Energy was a brand-new energy drink with a limited digital presence and overall brand awareness. We were posed with the question of how can we increase awareness of the drink, boost engagement, and drive sales?

What better way to make a splash and launch a new product into the market than with a custom influencer marketing program. The Influence Agency partnered CUT Energy with entertainers, media personalities, and social media influencers to share that CUT is a convenient way to give you an energy boost, enhance your mental focus, and help you lose weight — all in one delicious, on-the-go drink. 

Our Strategy

We partnered with over 30 celeb-, macro-, and micro-Influencers and entertainers on Instagram and TikTok to create energetic, entertaining, and engaging content that their audience will resonate with while also staying as authentic to themselves as possible. Each influencer introduced consumers by sharing their excitement around CUT Energy and drove their audience to shop for it online. There were four main influencer personas that we targeted:

1. Fitness

Influencers who can organically integrate CUT into their workout/active routines — an obvious choice for an energy drink! Examples include: 

@chelseaannyoga

2. Lifestyle

Influencers who have naturally included CUT into their everyday routines for an extra boost throughout the day. Examples include: 

  • Kyla Shay, a model who brought CUT with her to NYFW castings
  • Hannah Cormier, an LA Clippers host who took CUT with her to game day at the Staples Center!
  • Jay Flossy, a creator with over 3M followers, authentically integrated into one of her regular comedic videos
Hannah Cormier

@hannahcormier

3. Entertainment

Influencers who included CUT into their choreographed dances and music production sessions. Examples include:

@yungbbq

4. Reality-TV

You might recognize these Influencers and personalities from popular reality TV programs. Examples include:

@cortezwhite_

The Results

The campaign saw the following results across 30+ influencers:

  • Over 6 million people reached
  • More than 7 million impressions
  • Over 1 million engagements
  • 14.6% organic engagement rate
  • An efficient cost per engagement of $0.30 USD

When working with a brand as new and fun as CUT Energy, it was important for The Influence Agency to partner with influencers who are just as vibrant and give them the creative freedom and trust to do what’s best for their audience. 

Millions of impressions and engagements later, we’d say that the CUT Energy campaign was a massive success!

ABOUT THE AUTHOR

  • Kaela Johnson is a Client Success Manager at TIA focusing on influencer marketing programs with North American lifestyle brands. Outside of the WFH office, she considers herself to be a pop-culture enthusiast and meme master.

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ABOUT THE AUTHOR

  • Kaela Johnson is a Client Success Manager at TIA focusing on influencer marketing programs with North American lifestyle brands. Outside of the WFH office, she considers herself to be a pop-culture enthusiast and meme master.



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Read what our clients have to say

Universal Music

"At Universal Music, we are frequently tasked with launching new albums and products with little to no notice which can prove challenging for traditional agencies.
The team at the Influence Agency have proven time and time again their ability to be both nimble and efficient at delivering influencer campaigns that are strategically targeted, creative and most importantly impactful with our artists audiences."

Fraser MacKenzie -
U Music

Plan International

"The Influence Agency is phenomenal. They’re incredible outside-the-box thinkers and we’re a great alternative to the traditional marketing efforts taken for the NFP I work for. We worked directly with Stephanie and Tom, both who had a high level understanding of the industry and a completely professional approach to social promotion. Looking forward to working with their team again!"

Nicki Lamont -
Plan International

Distorted

"As a creator, it was so easy working with The Influence Agency. They've put me forward for a number of awesome campaigns and have given me full creative control to execute them. I can't wait to work with them in the future!"

Distorted Lens -
@distorted.lens

The Rosé Picnic

"The Influence Agency has been a huge part of our success for The Rose Picnic!! We love working with the team and look forward to many more great years together!"

Adam Julian Mahgoub -
Rosé Picnic

Exodus Festival Las Vegas

"The Influence Agency is by far one of the best agencies I've worked with in Toronto. They provide so much value to each and every one of their clients, and I've had the pleasure of working with them on many different campaigns. Not only are they professional, but very personable. They are a delight to work with, and I would recommend them to anyone interested in growing their brand or business in an meaningful and creative way."

Kassandra Nunes -
Exodus Festival Las Vegas

Mel Inspired

"Having blogged for 10 years and having worked with a plethora of agencies, The Influence Agency team has been one of the top agencies I've connected with. Their ability to both balance creator relations and interests, while maintaining the priorities of their brands is incredibly impressive. As a creator, the team is always supportive and responsive and truly makes developing branded content seamless! I always look forward to working with them!"

Mel Inspired -
@melhwang

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