With nothing more than social marketing elbow grease and a deep understanding of its audience, Prime has managed to soar past the competition.
soccer video game on YouTube. The 30-year-old’s content now is mostly music videos and behind-the-scenes snippets of his boxing exploits. The two men have faced off in the boxing ring, and their distinct personalities play well together in this latest venture with Congo Brands, which also owns hydration and supplement brands 3D Energy Drinks and Alani Nu. “If you go back through the history of audience building,” says Dinin, “the value is in the eyeballs.
In fact, those eyeballs have done very well for Congo, KSI, and Paul. In June, the brand expanded its European footprint by launching in Denmark, Norway, Germany, and Spain. Of course, there were stunts. At a public appearance in Copenhagen, Paul and KSIto throw empty Prime bottles at them while the duo feigned anger. The idea was to make it seem like Paul and KSI’s fans had turned on them.
and asked, “Who directed the ad campaign for Prime, bro?” The post went viral and built some organic, and completely free, marketing. To date, the doctored post has 37.9 million views, more than 300,000 likes, and more than 14,000 retweets.Joan Driggs, VP of thought leadership and content at Circana, has been following the connection between consumers and products for the bulk of her career.
For instance, she says marketing company Kantar reported that Congo’s Alani Nu brand spent $9,000 on traditional media, while its competitor Dr. Pepper Zero spent $23 million. While Driggs didn’t have data on Prime’s spend , it does beg the question of how much Prime is actually spending to get such stunning results, when many of the long-established brands in the space have been spending far more for far longer.
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