Tommy Fury x Air Up Influencer Campaign

Air Up, a German scent-based hydration brand, wanted to grow awareness among younger UK audiences, and it needed influencer selection that went beyond guesswork alongside consistent creative direction across a large volume of collaborations. A brand widening its UK footprint needed creator partnerships that felt authentic to new consumers rather than generic sponsored posts. Make Agency's stated answer was to choose creators on audience data rather than follower count, aiming the roster at people who genuinely matched Air Up's consumer profile.

The campaign paired an AI-selected roster of emerging creators with a single hero partnership, boxer Tommy Fury, timed ahead of his fight against Jake Paul. Make Agency's Make Sense tool selected 50 or more creators, and central briefing frameworks kept content on brand while leaving room for each creator's own voice. A content shoot at Fury's Manchester training camp captured both UGC-style and higher-production video and photography, feeding organic and paid channels from one production moment.

The logic was that one hero shoot could supply a scaled programme, while timing the Fury partnership around a peak-attention sporting moment attached the brand to it. Content ran on organic and paid social. Make Agency reports 50 or more influencers engaged and 100 or more paid assets produced; its page also references a 25% UGC engagement lift, 200 or more UGC assets and 5x ROAS, figures the source itself flags as sitting outside its verified results data. No launch date, platform list, reach or sales impact is disclosed, and none of the claims is independently verified.