High-performance wellness brand Hyperice may be best known for keeping the world’s elite athletes at peak performance. In 2021, the company entered an accelerated growth phase and broadened its focus to help everyday consumers unlock the best version of themselves.
The Hyperice marketing team enlisted their elite roster of athletes, including Patrick Mahomes, Ja Morant and Naomi Osaka, along with other brand ambassadors, to create original photos and videos for social media. The team knew these advocates could convey the company’s core messages authentically.
The marketers partnered with Greenfly to transform how they worked with their athletes and other influencers. Greenfly’s digital media flow platform elevated Hyperice’s digital media collection and social sharing operations. This collaborative workflow enabled the Hyperice team to drive advocate partnership activation and reach new consumers more effectively.
By the numbers:
- 20+ athletes
- +262% in interaction rate for Instagram video posts*
- +160% in average views per Instagram video*
Hyperice advocates created original stories for the company’s brand channels and their own social accounts directly through the Greenfly mobile app. Their authentic photos and videos highlighted how they used Hyperice products as part of their daily routines and how those offerings positively impacted their wellness.
“Greenfly has been a tremendous asset to help expand our sponsored athlete and influencer programs — such an easy solution to improve our content operations and break through to audiences in new ways.” — Andrew Samson, VP of Marketing, Hyperice
Greenfly has enabled the Hyperice marketing team to modernize their digital media operations. And it has supported their goals by helping them drive brand and product awareness, reach and resonance.
Sources: Greenfly; *CrowdTangle, a public insights tool owned and operated by Facebook, Hyperice Instagram feed 4/18-11/18/21, compared to prior period.
Photo: Courtesy of Hyperice