Win attention in the loudest week of the year.
Six Star Pro Nutrition makes sports supplements for athletes at every level. Super Bowl week is crowded, and the biggest brands own the airwaves. Six Star needed a way in without outspending anyone.
Don't buy the moment. Join it.
A teen creator had gone viral for looking like an NFL quarterback. Instead of a media buy, we sent her to the game: reactive content built for how TikTok and Instagram serve people what they like, shared by a brand ready to move fast.
Influencer Marketing
Reactive Social Content
Athlete Partnerships
Social Strategy
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Spot the trend. Move before it cools.
We ran a reactive playbook around one viral moment. The creator went to the game and made content before and during the weekend. Two TikToks and an Instagram carousel carried the story, and the press picked it up.
Spotted a viral lookalike trend and moved before it cooled
Sent the creator to the game with a simple brief: make content before and during the weekend
Led with TikTok and an Instagram carousel, platforms built for reactive content
Backed the moment with an always-on athlete program that already had an audience
The Moment
The story spread fast. Two TikToks reached 25.1M impressions between them and drew 1.7M engagements. Six posts passed 1 million views, and two passed 10 million. Outlets including the Daily Mail, NY Post and FOX News ran the story.
Results:
Always-On Athletes
The Super Bowl moment landed on top of a program we had been building for years. In 2022 we worked with 49 athletes and creators at a 9% engagement rate, up from 7% in 2021. In 2023 the program held 6% while the industry average fell to about 2%.
Highlights:
What We Learned
Two lessons stuck. Viral trends can lift visibility fast when you act early. And reactive content widens the audience on platforms like TikTok and Instagram, which serve content by interest, not by who follows you.
The result: 278.6M impressions and 3.6M engagements from one Super Bowl moment.
278.6M
impressions from one Super Bowl moment, across social and press
3.6M
engagements from one Super Bowl moment
53.9M
people reached, with an average engagement rate of 6.69%
6 posts
past 1 million views, including two past 10 million
9%
engagement rate in 2022, up from 7% in 2021
6%
engagement rate in 2023, while the industry average fell to 2%
01
Moved while the trend was rising
The viral lookalike moment was hot. We sent the creator to the game and content went out before and during the weekend.
02
Built for the platforms
Two TikToks reached 25.1M impressions. Six posts passed 1M views, and two passed 10M.
03
An engine already running
The always-on athlete program held a 6% engagement rate in 2023, against an industry average near 2%.
04
The press did the rest
Outlets including the Daily Mail, NY Post and FOX News picked up the story and widened the audience.
