Between April and July 2022, Tiger’s ambassadors generated 74K engagements on Instagram, here’s how:
Tiger is a Polish energy drink brand named after Polish boxer Dariusz 'Tiger' Michalczewski. Tiger works with influencers on Instagram, TikTok, and Facebook—with the highest number of engagements coming from Instagram.
This case study looks into what Instagram influencers Tiger Energy collaborates with to promote its products to Polish consumers.
Tiger has the highest number of followers on Facebook (362K), followed by TikTok (121K) and then Instagram with 12K followers.
Tiger Energy is the most active on Instagram, where the brand posts on average 2.4 times per week and gets an average engagement rate of 3.7%. The brand posts 1.6 videos per week on TikTok where it has an average ER of 3.1%. Even though Tiger Energy have a significantly larger following on Facebook than on Instagram and TikTok combined, Tiger posts less than one post per week and receives very low engagement (0.03%).
There are about 11K total mentions of Tiger on Instagram and less than a thousand on TikTok and Facebook. The number of social media posts include both posts published by influencers and non-influencers.
While Tiger has 123K followers on its TikTok account and frequently posts videos created by Ann Stoliar and Chloe Decker, neither of them created any promo videos on their own accounts between May – July 2022.
On average, half of Tiger’s Instagram posts are influencer posts. The influencer posts featured on Tiger’s account are typically cross-posted on the influencer’s account as well.
Tiger also frequently runs giveaways on its Instagram page. The brand ran 2 giveaways between May and July 2022 and promoted them with 6 posts (none of which included influencers).
Between May and July 2022, Tiger Energy Poland collaborated with 24 influencers, who mainly promote the brand on Instagram.
57% of them have between 10K to 50K followers, which classifies them as Micro-influencers.
Tiger Energy has a very diverse set of influencers. The brand collaborates with content creators, athletes, fashion bloggers and gamers.
*Pawel Stachack is sponsored by Tiger Energy. The athlete frequently wears a Tiger-branded helmet and tags the brand in his posts. However, since Pawel has never explicitly featured a product or mentioned it in the captions, his posts were excluded from the analysis.
57% of Tiger’s influencers fall into the Micro-influencer category, meaning they have between 10K to 50K followers.
Looking at an average number of engagements, Mid-Tier influencers’ posts generate the highest number of likes and comments (6.8K), followed by Micro-Influencers (868).
Posts by Nano-Influencers generated the highest avg. engagement rate of 9.4%, followed by Mid-Tier influencers (5.2%). Tiger’s Nano-Influencers’ ER is 2.5X higher than Instagram’s average for the same influencer tier (4%).
Fitness content creator Einar Krawczyk has 240K followers on Instagram, which is the highest number amongst Tiger’s influencers.
Mania, Sonja Schüba, and Patrycja Hawrylak are the most active influencers when it comes to the number of posts they create for Tiger Energy. On average, Tiger ambassadors create 2 brand promo posts a month.
Wiktoria Zborowska, a Mid-Tier influencer, generated the most engagements for Tiger. The two posts she created between May – July generated 21K engagements in total.
35% of Tiger’s influencers fall into the Arts category (primarily fitness and lifestyle content creation) and 30% are Athletes.
In total, 4 Fashion influencers generated the highest volume of engagements at 35K in total and 7 Athletes generated 18K likes and comments on Instagram between May – July 2022.
Two out of the top three posts were created by Wiktoria Zborowska, the influencer posed in outfits that matched the Tiger bottle designed and promoted two new products — Tiger Glass and Tiger Hyper.
Top Influencer Posts:
Engagements: 12K | ER: 10.4%
Engagements: 10K | ER: 4.1%
Engagements: 9K | ER: 7.9%
Data collected manually directly from Instagram: Data Range: May 1 – July 30, 2022
Color is an important aspect of Tiger influencer posts as the brand ambassadors style their photos to match the bottle design. Their captions address the process of styling the photo rather than the benefits of the drink.
Tiger’s ad spend data is currently unavailable as of Aug 22nd, 2022.