How a scaled Athlete Influencer program delivered 100 Million impressions for Liquid I.V.
10,965
Pieces of UGC Content
101 Million
Total Impressions
4,115
Brand Ambassadors
The Brand
LiquidI.V. is a popular hydration product that uses CellularTransport Technology (CTT) to enhance the body's absorption of water and keynutrients. It comes in the form of a powdered drink mix that is typicallydissolved in water. The product is designed to provide faster and moreefficient hydration than water alone by utilizing a specific ratio of sodium,glucose, and potassium to boost water uptake in the body.
The Ask: Build Product Awareness Amongst Gen-Z Audiences
Liquid I.V. is marketed to athletes, fitness enthusiasts, travelers, and anyone looking to improve hydration or supplement their diet with electrolytes and vitamins.
Overall, Liquid I.V. aims to be a quick and effective solution for improving hydration, energy levels, and overall wellness.
The Liquid I.V. team came to MOGL with the ask to build awareness amongst Gen-Z consumers and college student bodies throughout the country. Given that their products are used both by athletes and students alike, their goal was to get their product in the hands of as many consumers as possible and directly generate impressions amongst their target audience.
Overall, Liquid I.V. aims to be a quick and effective solution for improving hydration, energy levels, and overall wellness.
The Liquid I.V. team came to MOGL with the ask to build awareness amongst Gen-Z consumers and college student bodies throughout the country. Given that their products are used both by athletes and students alike, their goal was to get their product in the hands of as many consumers as possible and directly generate impressions amongst their target audience.
Liquid I.V. was created to be real hydrating, for both on and off the court and this MOGL partnership further allowed us to expand the Liquid I.V. platform with a clear and more distinct brand position among a Gen-Z audience and beyond.
Stacy Andrade-Wells
Vice President of Marketing
The Solution: Mass-Scale Product Seeding, UGC Content Delivery, & Social Promotion with 4,000+ Athlete Influencers
You can watch Austin Herro’s Liquid IV Challenge which generated over 1m views here
MOGL developed a strategic plan called “LIV24”to build awareness for Liquid I.V. amongst their target audience through mass-scale product seeding and influencer promotion.
The team sourced hundreds of athletes each month who, in exchange for monthly re-stocks of Liquid I.V., were responsible for posting organic, UGC content of them using the product in their daily lives with unique links and discount codes.
As the program scaled, MOGL ultimately connected Liquid I.V. with 1,000 new college athlete brand ambassadors each month. These athlete influencers provided Liquid I.V. with 3 unique pieces of content each month for Liquid I.V. to use across their own company marketing channels. The athlete influencers then posted each piece of content each month with a unique discount code link designed to directly target their audiences of college students and fellow athletes.
MOGL coordinated the delivery of the content and the post approvals for each athlete every month and provided Liquid I.V. with the shipping information for each athlete every month so they could order their monthly re-stock and continue to participate in the program.
Additionally, MOGL structured and executed strategic events and appearances for Liquid I.V. in core growth markets. One of these activations was the 2023 Liquid I.V. tailgate tour in which high profile athletes appeared at Liquid I.V. tailgates at Mississippi State University, The University of Georgia, The University of Tennessee, and The University of South Carolina to record testimonials and brand activations with the product on-site.
A second activation was completed with South Carolina Men’s Basketball Star Austin Herro during March Madness in which Austin participated in Liquid I.V.’s 24 hour challenge - a Youtube series designed to give viewers a behind-the-scenes look at how athletes use the product in their daily lives and, specifically, how Austin used the product while competing in the NCAA March Madness tournament.
The team sourced hundreds of athletes each month who, in exchange for monthly re-stocks of Liquid I.V., were responsible for posting organic, UGC content of them using the product in their daily lives with unique links and discount codes.
As the program scaled, MOGL ultimately connected Liquid I.V. with 1,000 new college athlete brand ambassadors each month. These athlete influencers provided Liquid I.V. with 3 unique pieces of content each month for Liquid I.V. to use across their own company marketing channels. The athlete influencers then posted each piece of content each month with a unique discount code link designed to directly target their audiences of college students and fellow athletes.
MOGL coordinated the delivery of the content and the post approvals for each athlete every month and provided Liquid I.V. with the shipping information for each athlete every month so they could order their monthly re-stock and continue to participate in the program.
Additionally, MOGL structured and executed strategic events and appearances for Liquid I.V. in core growth markets. One of these activations was the 2023 Liquid I.V. tailgate tour in which high profile athletes appeared at Liquid I.V. tailgates at Mississippi State University, The University of Georgia, The University of Tennessee, and The University of South Carolina to record testimonials and brand activations with the product on-site.
A second activation was completed with South Carolina Men’s Basketball Star Austin Herro during March Madness in which Austin participated in Liquid I.V.’s 24 hour challenge - a Youtube series designed to give viewers a behind-the-scenes look at how athletes use the product in their daily lives and, specifically, how Austin used the product while competing in the NCAA March Madness tournament.
The Results: Athlete Influencers Generated Over 100m Impressions and Provided Nearly 11,000 Pieces of Content
During a 6 month period, MOGL sourced 4,115 new brand ambassadors from 373 schools and 41 sports for the Liquid I.V. program. These athlete influencers provided nearly 11,000 pieces of UGC content directly to Liquid I.V. and posted them on Instagram.
6 Month Campaign Yield
Total brand ambassadors
4,115
Total pieces of UGC content delivered
10,965
Schools Represented
373
Sports Represented
41
Est. Total impressions
101 million
Press & Media Features
ON3, Yahoo!Finance, GlobeNewswire
The Content
The Results: Athlete Influencers Generated Over 100m Impressions and Provided Nearly 11,000 Pieces of Content
Actual Athlete Content deliverable
Deal Highlights Overview 1
Deal Highlights Overview 2
Press & Media
