ROCKSTAR INFLUENCER CAMPAIGN
ROCKSTAR ENERGY DRINK TURNS UP THE VOLUME ON RELEVANCE
FUELLING THE BEAT, CREATING THE BUZZ
To build relevancy with Gen Z, Rockstar briefed us to help the brand show up authentically in culture. Our role was to tap into a new generation of artists and lifestyle creators and guide the development of content that hit harder than traditional ads — sparking cultural relevance, fan love, and standout engagement.
Energy drinks are everywhere, but not every brand earns a place in culture.
The challenge was clear: show up in a way that felt real, not rehearsed, and prove that Rockstar belonged in the soundtrack of its fans’ lives.
HITTING LIKE A HEADLINING TOUR
To deliver on the challenge, we didn’t chase trends; we doubled down on artistry. By collaborating with 13 diverse lifestyle creators & artist across nine genres, from hip hop and R&B to indie rock and country, together, with the brand, we built a lineup as eclectic and dynamic as a festival stage.
These weren’t ads. They were moments of creation, from studio sessions to original jingles, GRWM rituals, and live concert clips, allowing each creator to authentically integrate Rockstar into their world in a way that resonated with their audiences.
AMPING IT UP
Across Instagram and TikTok, we rolled out 38 original pieces of video content, the vast majority of which were amplified with strategic paid support to reach new audiences.
Our approach was simple but powerful: give creators the space and direction to weave Rockstar naturally into their world, producing content that felt authentic, not manufactured. The result? Authentic storytelling that consistently outperformed category heavyweights and drove viral moments, including five posts topping 4M views.
ENCORE WORTHY, CHART-TOPPING STATS
The program resonated far beyond impressions. Fans celebrated the artists and creators, cheered on Rockstar’s new flavours, and voiced real purchase intent in the comments. By letting culture lead, we helped Rockstar build not just awareness, but affinity — transforming perception from energy drink to cultural amplifier.
- 38 distinct pieces of content from 13 artists/creators
- 5 viral posts with 4M+ views each
- 54MM views from paid and organic content
- 93% positive/neutral sentiment
- +47% engagement boost vs. 2024 campaign
- 79% positive sentiment — highest in three years
- TikTok follower growth +31.5%
Rockstar’s Relevance Hit a High Note
We didn’t just partner with creators; we engineered a program that helped Rockstar jam with them. By delivering authentically, we helped the brand turn up the volume on cultural relevance — and proved that when authenticity leads, fan love follows.
