Submitted by Stride Social LTD

How we took Airup's products viral

Stride Social ran an influencer campaign for hydration brand Airup that carried scent-pod water bottles across Instagram, TikTok and YouTube to over 3 million views.

423k+campaign likes
3campaign views
42k+total shares

Case in 60 seconds

Airup's bottles flavour water through scent pods rather than additives, a mechanism the category has no precedent for, so the campaign had to explain how the product works before it could build any awareness of it.

The campaign appears to turn on the fact that a product perceived through smell rather than taste cannot be argued for in a claim, because the surprise of using it is the proof, which is why creators were given bottles and pods to try first-hand.

Stride Social treated the scent-pod bottle as something to be demonstrated by people the wellness audience already trusts, casting comedy and lifestyle creators so that the explanation arrived inside entertainment rather than instruction.

Stride Social collaborated with comedy and lifestyle influencers who hold standing in the wellness community, supplied them with Airup bottles and scent pods to use first-hand, and had them make content on the product's features and its approach to hydration, distributed across Instagram, TikTok and YouTube.

Stride Social reports the campaign generated 3 Million+ views, 423k+ likes and 42k+ shares, and credits content it describes as authentic yet informative with raising awareness and interest in the products.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

The wellness community, reached through comedy and lifestyle influencers who hold standing in it.
Hydration is a category where the product is normally water plus an additive, so Airup's scent-pod route had to be taught rather than merely shown, and the page frames education as the objective alongside awareness.
Based on the available evidence, Airup's role was to hand creators an object that behaves unexpectedly, so the brand supplied the demonstration and the creators supplied the credibility with a wellness audience.
The page describes the product working by activating smell-taste receptors, which suggests the campaign depended on watching somebody discover that effect rather than on reading a claim about it.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok
  • YouTube

Partners

  • Stride Social LTD (lead_agency)

Creator role

  • comedy and lifestyle influencers

Results & Evidence

MetricValueResult type
campaign likes423k+performance
campaign views3 Million+video_views
total shares42k+performance

Why Stride Social LTD's strategy worked

  1. 1

    A product whose benefit is sensory rather than stated needs creators who have used it, because the reaction to first use carries the explanation more efficiently than a description of the mechanism does.

  2. 2

    Comedy creators can carry an educational objective where the product itself is strange enough to be entertaining, which lets the explanation travel as content rather than as an advertisement about hydration.

  3. 3

    Distributing the same creator work across Instagram, TikTok and YouTube suits an awareness objective, because reach is assembled from three audiences rather than from repeated exposure inside one.

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