Airup bottle beside a "Peach" "Flavor Pods" pouch with three ring-shaped pods floating against a purple background
Submitted by Stride Social LTD

Airup Scent Pod Influencer Seeding Campaign

Influencer Marketing

Stride Social LTD seeded Airup scent pod bottles with comedy and lifestyle influencers across Instagram, TikTok and YouTube, generating 3M+ campaign views for the hydration brand.

3M+Campaign Views
423K+Campaign Likes
42K+Total Shares

About the campaign

Stride Social LTD gave Airup bottles to comedy and lifestyle influencers, and the campaign drew 3 Million+ views. Airup makes water bottles that use scent pods to flavour water without any additives. The campaign set out to boost brand awareness and teach audiences about the benefits of the scent pods.

The agency worked with comedy and lifestyle influencers who have a strong following in the wellness community. Each influencer received Airup bottles and scent pods to try the product firsthand. They created content on the product's features and benefits and its approach to hydration. The content was shared across Instagram, TikTok and YouTube to reach a broad audience.

The agency reports 3 Million+ campaign views across the influencer content. The same content earned 423k+ likes from viewers. Audiences shared the content 42k+ times.

Case in 60 seconds

Airup sells water bottles that flavour plain water through scent pods without additives, so the product is hard to grasp from a description and the brand needed audiences to understand how it works.

A bottle that flavours water through smell-taste receptors is easier to believe when a familiar comedy or lifestyle influencer is seen using it, because firsthand use explains the mechanism better than a claim.

Stride Social put the bottles and scent pods in the hands of comedy and lifestyle influencers with standing in the wellness community, so the novel approach to hydration was explained through their own experience.

Influencers received Airup bottles and scent pods, tried the product firsthand and created content highlighting its features and benefits, which was shared across Instagram, TikTok and YouTube to reach a broad audience.

Stride Social reports 3 Million+ campaign views, 423k+ likes and 42k+ shares across the influencer content, and credits that content with raising awareness of and interest in Airup's products.

Strategy Breakdown

Comedy, lifestyle and wellness audiences on Instagram, TikTok and YouTube, reached through influencers with a strong following in the wellness community, with the aim of reaching a broad audience.
Flavouring water through scent alone is unfamiliar, so the challenge was education as much as awareness, with audiences needing to understand the scent pod mechanism before the bottle made sense to them.
Airup offers a healthy way to enjoy plain water without additives, so the brand's role in the content was a hydration aid that makes drinking water more enjoyable.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok
  • YouTube

Partners

  • Stride Social LTD

Results & Evidence

MetricValue
Campaign Views3M+ views
Campaign Likes423K+ likes
Total Shares42K+ shares

Why Stride Social LTD's strategy worked

  1. 1

    A product whose benefit is sensory is best shown in use, because an influencer drinking scent-flavoured water on camera carries the scent pod mechanism further than a written explanation can.

  2. 2

    Pairing comedy influencers with lifestyle influencers gives an educational brief an entertaining delivery, which helps a product explanation travel as content audiences share rather than skip.

  3. 3

    Sending the product before any content is made lets each influencer speak from firsthand use, so a brief to educate on benefits is met through experience instead of a script.

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