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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: 


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


3. Entertainment

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


4. Reality-TV

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


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!


  • 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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  • 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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