Air Up: Data-Driven Influencer Marketing on TikTok

Air Up – TikTok Influencer Marketing Case Study

See how we partnered with air up to scale their influencer marketing on TikTok, YouTube, and Instagram, creating some of the most viral online brand moments!

Xaxul 9no69

Overview

Air Up is a pioneering e-commerce brand taking the internet world by storm with its unique bottles that flavour water using scent.

Since 2023, Media Bodies has been working with air up on their Influencer Marketing on TikTok, YouTube, and Instagram.

Together, we have delivered over 100 integrations across these platforms, and hundreds of millions of impressions- making these widespread influencer activations one of the brand’s most ‘viral moments’ online!

Challenge

Working closely with the client, we defined the core challenge: use TikTok and YouTube influencer collaborations to drive upper and lower funnel conversions of air up bottles.

The quality and valuable offering of the product have always been strong – A healthy and economical alternative to canned and bottled sugary drinks and sodas; AND a fun way and sustainable way to stay hydrated.

But a major challenge with promoting higher-end products?
Increasing ad saturation in the digital space = increasing consumer scepticism towards influencer promotions.

Our challenge was to create and deliver an engaging yet adaptable influencer strategy for TikTok and YouTube to drive upper and lower funnel conversions amongst 18+ audiences in the US & UK. Our target KPIs were defined as below.

Our target KPIs?

Tap into new creators and content verticals
Drive brand awareness and product purchases
Scale brand share of voice

Solution

As a first step, we defined the entire campaign roadmap for the client.

We laid out the following steps: 

Outlining the Brief – understanding the target audience and objectives
Finding the right influencers
Outreach, Negotiations, & Managing influencer contracts
Creative briefing
Draft Management
Live monitoring
Reporting & Analysis 

Next, we put the plan into execution.

We initially focused on content verticals like Comedy and Entertainment to ensure integrations were entertaining and to improve reception.

Insights from performance patterns within these verticals, product updates, and general social trends opened opportunities to test new verticals and creators like tiktok beauty influencers, sports & fitness influencers, and ‘mom life’ influencers.

Our internal databases and wide talent networks allowed us the adaptability to quickly pivot and scale with the top YouTube and tiktok influencers across verticals.

On the whole, the campaign execution called for an approach that involved:

Strategic negotiations to maintain target CPMs
Creative freedom for influencers to ensure entertaining & engaging content
Flexible briefs to enable authenticity and seamless integrations
Leveraging TikTok Spark ads and usage rights to maximise potential of high-performing content
Using tracking links to gather data for optimisation & scaling
Adaptability to explore new verticals, creators, & creatives

Throughout, we worked with the influencers to generate unique creative concepts to align with air up’s campaign goals.

In order to improve campaign performance and tracking, we also integrated use of promo codes and tracking links across instagram stories.

These processes called for highly streamlined and responsive communications with the creators and client throughout the entire ‘creative briefing’ & ‘draft management’ steps, ultimately resulting in a seamless experience for both, client and creator.

Results

Over the course of several monthly influencer campaigns across TikTok & YouTube, our data insights, wide talent networks, competitive pricing, and hands on campaign management have helped us establish a strong relationship with a valued client alongside performance results including: 

100+ influencer collaborations
200M+ views
Target CPMs

These air up influencer campaigns not only became popular on social media with several viral videos, but also became the talk of the marketing world, with industry publications naming these influencer campaigns as air up’s ‘most viral online moment!’

Our post-campaign analytics helped identify key opportunities for leveraging spark ads and usage rights with high performers and boosting campaign performance and ROI. 

Additionally, it also allowed us to draw key conclusions for certain hypotheses surrounding data, targeting, creatives, release dates/times, etc, and optimise the strategy at each step. 

Ultimately this data-led approach to influencer selection, combined with our creative outlook and hands-on campaign management helped us synergistically with the client to build and scale a reliable tiktok influencer marketing strategy from the ground up.

100+

Influencer Collaborations

200M+

Views

CPMs

Target Achieved

Examples

Example Intro: Watch some of our favourite air up brand partnerships with TikTok influencers.

Titok Big Green
Hdj4e 6d1zu 1
Titok Big Green
9xe4k 3hv74
Titok Big Green
Yuf42 Tmazb
Xaxul 9no69

We deliver end-to-end
data-led influencer marketing solutions across platforms

Discover how a performance-led approach can elevate your Influencer Marketing

Book in a demo and consultation with our team – free of charge, and free of commitment, and discover what makes our approach different. We have experience working with in-house teams at all stages of their influencer marketing journey and adapt our approach to meet your specific Influencer Marketing needs.