Kia Australian Open 2024 Mega-Influencer Activation
Influencer MarketingIZEA ran an on-site Australian Open 2024 activation for Kia, with mega-influencers targeting audiences in the U.K., Spain and France and generating over 8.7M impressions.
Case in 60 seconds
The campaign targeted the U.K., Spain and France while the activation took place on-site at the Australian Open 2024, so Kia had to carry the AO Experience by Kia Worldwide to audiences in those three markets rather than only to people at the event.
A tournament presence travels to distant markets more credibly through people audiences already follow than through sponsor messaging, because creators from diverse niches can relay the AO Experience in their own voice, which the page frames as authentic delivery.
IZEA built the activation around mega-influencers from diverse niches who echoed the Kia message "Make Your Move", so the brand line travelled through each creator's own audience rather than through a single sponsor channel.
Through the Kia Australian Open 2024 on-site activation, mega-influencers from diverse niches delivered the AO Experience by Kia Worldwide to their audiences in the U.K., Spain and France, echoing the brand message "Make Your Move" throughout the work.
IZEA reports over 8.7 million impressions and 487K engagements within three weeks, with a 6% engagement rate, although how the rate was calculated is not stated and the page gives no breakdown by market.
Strategy Breakdown
Creative & Execution System
Partners
- IZEA
Results & Evidence
| Metric | Value |
|---|---|
| Impressions | over 8.7M impressions |
| Engagement Rate | 6% engagement rate |
Why IZEA's strategy worked
- 1
An on-site sponsorship can be carried to distant markets through the audiences of creators, because followers receive the event as a first-hand account from someone they know rather than as a message from the sponsor.
- 2
Casting creators across diverse niches around one shared brand line keeps the message consistent while each creator reaches a different audience, which widens the routes into a market without splitting what the brand says.