Circle K is a global convenience store brand and one of the largest in the industry, known for its extensive network of stores offering a wide range of products and services. Founded in 1951 in El Paso, Texas, the company has grown significantly over the decades and now operates thousands of locations worldwide, including in North America, Europe, Asia, and other regions.
The company provides a convenient shopping experience with a product mix that includes snacks, beverages, prepared foods, grocery items, and household essentials. Many Circle K locations also feature fuel stations, making them a one-stop shop for customers needing both fuel and convenience store goods.
How Circle K Leveraged Mogl's athlete audience insights™ to Reach 1 million gen-z consumers in Key Target Markets
2,300
Engagements
1.1 Million
Total reach
35
Brand Ambassadors
The Brand
The Ask:
Promote Circle K Summer Beverage Pricing in Southeastern USA
Circle K came to MOGL looking to promote their Polar Pop and Froster drinks which were available for $0.79 for any size throughout the summer.
Given their target demographic and the locations in which the beverage sales were expected to perform the best, the company was looking to partner with college athlete influencers based in the southeast who could promote the summer price promotion and other offerings available in the convenience stores.
Circle K recognized that MOGL’s Athlete Audience Insights™ would enable them to identify specific athletes whose audience matched the core age demographic and geographic locations that they were seeking to target.
Given their target demographic and the locations in which the beverage sales were expected to perform the best, the company was looking to partner with college athlete influencers based in the southeast who could promote the summer price promotion and other offerings available in the convenience stores.
Circle K recognized that MOGL’s Athlete Audience Insights™ would enable them to identify specific athletes whose audience matched the core age demographic and geographic locations that they were seeking to target.
The Solution:
Pair Circle K with Athletes in Target Markets for In-Store Appearances and Social Promotion
MOGL developed a strategic “Circle K Summer” promotional campaign to build awareness for their Polar Pop and Froster drinks throughout the summer.
Leveraging MOGL’s Athlete Audience Insights™, the team sourced 35 athlete influencers throughout the southeast who, in exchange for cash compensation, were responsible for visiting Circle K stores, recording UGC content of them consuming the beverages, and posting them on their Instagram feeds and stories.
Anchored by DJ Uiagalelei, starting Quarterback for the Florida State Seminoles, the 35 athletes provided high-quality UGC content that Circle K can use across their own marketing channels and posted the content on Instagram.
Some of the participating athlete influencers were:
Josh Moore, Florida Atlantic University Football - 327k Followers
DJ Uiagalelei, Florida State University Football - 150k Followers
Caden Davis, Ohio State Football - 100k Followers
Joseph Palmer, University of Kentucky Track & Field - 100k Followers
Jackson Prince, Texas Men’s Basketball - 69k Followers
Kaylor Harris, University of Central Florida Track & Field - 71k Followers
Paris Richardson, University of Florida Cheerleading - 17k Followers
The Instagram Reels posted by the athlete influencers reached an audience of 1.1 million Gen-Z consumers while yielding 2,300 engagements.
MOGL coordinated the scheduling of each athletes’ appearances, the delivery of the content and the post approvals for each athlete as well as the ultimate campaign reporting.
Leveraging MOGL’s Athlete Audience Insights™, the team sourced 35 athlete influencers throughout the southeast who, in exchange for cash compensation, were responsible for visiting Circle K stores, recording UGC content of them consuming the beverages, and posting them on their Instagram feeds and stories.
Anchored by DJ Uiagalelei, starting Quarterback for the Florida State Seminoles, the 35 athletes provided high-quality UGC content that Circle K can use across their own marketing channels and posted the content on Instagram.
Some of the participating athlete influencers were:
Josh Moore, Florida Atlantic University Football - 327k Followers
DJ Uiagalelei, Florida State University Football - 150k Followers
Caden Davis, Ohio State Football - 100k Followers
Joseph Palmer, University of Kentucky Track & Field - 100k Followers
Jackson Prince, Texas Men’s Basketball - 69k Followers
Kaylor Harris, University of Central Florida Track & Field - 71k Followers
Paris Richardson, University of Florida Cheerleading - 17k Followers
The Instagram Reels posted by the athlete influencers reached an audience of 1.1 million Gen-Z consumers while yielding 2,300 engagements.
MOGL coordinated the scheduling of each athletes’ appearances, the delivery of the content and the post approvals for each athlete as well as the ultimate campaign reporting.
The Results:
35 Athlete Influencers Helped Circle K Reach 1.1m Consumers to Build Awareness for the Summer Price Promotion
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MOGL developed a strategic “Circle K Summer” promotional campaign to build awareness for their Polar Pop and Froster drinks throughout the summer. MOGL sourced the 35 athletes and coordinated the scheduling of each athletes’ appearances, the delivery of the content and the post approvals for each athlete as well as the ultimate campaign reporting.
Campaign Yield
Total Brand Ambassadors
35
Engagements
2,300
Total Reach
1.1 Million
Audience Age Breakdown
18-24: 27%, 25-34: 46%, 35-44: 12%
Audience Gender Breakdown
Male: 69.4%, Female: 30.6%
The Results:
35 Athlete Influencers Helped Circle K Reach 1.1m Consumers to Build Awareness for the Summer Price Promotion
D.J. Uiagalelei Content Deliverable
Paris Richardson Content Deliverable
Jackson Prince Content Deliverable