THE SCOPE

We partnered with First Energy Gum to launch their debut influencer marketing campaign in the U.S., leveraging college athletes as their primary route to market through cost-effective and scalable athlete partnerships.

THE PROBLEM

Entering the U.S. market with no existing presence, First Energy needed rapid brand awareness and athlete-driven content - without the high price tag of traditional influencer campaigns. Their goal: activate as many athletes as possible under the branded initiative #WinnersChewFirst, while maintaining quality and staying within budget.

OUR SOLUTION

We activated 15 motivated college athletes across more than 15 schools, strategically allocating the brand’s budget to maximize reach and performance. To boost content quality and engagement, we introduced a competitive structure - rewarding top-performing athletes with bonus prize money.

The result: For marketing purposes, First Energy Gum now has 60+ brand assets for use, with the brand also being authentically promoted by athletes both on social media and amongst teammates, creating a strong foundation for U.S. market growth.

EXPANDED FIRST ENERGY GUM PRESENCE IN US COLLEGE ATHLETE MARKET (FAN ENGAGEMENT)

1200+ fans voted for their favorite athlete's video. This strengthens the fan engagement aspect of this campaign and spreads visibility of First Energy Gum across more college athletes and campus' across the nation.