5-Hour Energy (Maple Syrup)

DIFY partnered with 5-Hour Energy from August to December 2024 to launch the new Maple Syrup variant in a competitive market. The campaign leveraged a mix of KOL collaborations, media seeding, and digital content strategies to drive product awareness and engagement. By utilizing influencer marketing and strategic media placements, the campaign generated significant buzz and positioned the product effectively within its target market.

Braven Yeo features the new 5HE Maple Syrup shots

The campaign engaged 23 KOLs across Instagram and TikTok, with a combined follower base of over 2.89 million. Influencers created compelling content to highlight the product’s unique flavor and energizing benefits. Notable contributors included Amanda Ang (@hibye.lovez) on TikTok, whose video garnered 110,400 plays, 45,300 views, and 82 hours of total watch time, and Braven Yeo (@bravenyeo), who achieved 12,179 plays and 10,300 views on TikTok. On Instagram, Kai (@pale.nerves) achieved 37,882 plays and 28,089 reach, while Benzo (@thisisbenzo) reached 7,425 users with 9,463 views.

The KOL campaign delivered impressive results, including 166,954 total plays, 102,945 total views, 2,268 total engagements, and a PR value of USD4,800. KOL media seeding efforts further amplified the campaign’s impact, achieving a reach of 138,459 and generating an additional PR value of USD42,600.

Seeded KOLs enjoy trying out the new 5HE Maple Syrup shots

By integrating KOL marketing and KOL media seeding, the Maple Syrup campaign successfully heightened product awareness and engagement, positioning 5-Hour Energy’s Maple Syrup variant as a standout choice among its target audience.