How V Energy Drink’s Ambassadors Generated 197K Engagements in 18 Months

Key Takeaways

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Between April 2021 and October 2022, V Energy’s ambassadors generated 197K engagements, here’s how:    

Platform

• On TikTok, V Energy (67.1K followers) is currently posting an average of 1.6 posts per week.
• V Energy was tagged in a total of 33 influencer posts over the course of a year and a half. They generate about 2 influencer post a month garnering 6K engagements on average. 

Influencer Tier

• 37% of V Energy  influencers have between 50K and 500K followers.
• 32% of influencers have between 1K and 10K followers.
• 16% of influencers have  between 10K and 50K followers.
• 16% of influencers have more than 500K followers.

Influencer Types

• The brand has worked with 19 influencers mostly from Australia between April 2021 and October 2022.
• 58% of V Energy’’s ambassadors are lifestyle creators, 11%  are musicians, 11% are drag queens, and 21% are ‘other’ content creators such as a car content creators, sommelier, and basketball trickshot creator.
• Lifestyle creators generated the highest volume of engagement at 75K, followed by ‘other’ content creators at 61K.

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V is an energy drink brand produced by Frucor, a New Zealand-based beverage manufacturer. It was launched in Methven, New Zealand in August 1997 and in Australia in 1999. (Source)

V Energy is powered by a tasty, top secret recipe containing guarana – the ancient Amazonian super berry. 

The brand has 67.1K followers on TikTok and has posted 134 videos in the past 82 weeks — meaning they post ~1.6 times per week. 

The brand primarily collaborates with lifestyle creators, musicians, drag queens, and ‘other’ content creators such as a car content creator, sommelier, and a basketball trickshot creator.

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V Energy has the highest number of followers on Facebook (442K), followed by TikTok (67K). 

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Looking at the posting cadence and engagement rate over the last 18 months, V Energy focused the most on TikTok.

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There are about 9.4K total mentions of V Energy on Instagram, 277 total mentions on TikTok, and less than a hundred on every other platform.

The number of social media posts include both posts published by influencers and non-influencers.

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However, TikTok influencer posts generated 2X more engagements compared to Instagram.

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On average, 20% of V Energy’s posts on TikTok are influencer posts. The influencer posts featured on V Energy’s account are cross posted on the influencer’s account as well.

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V Energy relies on its network of trusted influencers to drive brand awareness on TikTok. 

The brand mainly collaborates with Mid-Tier (50-500K) and Nano (1K-10K) influencers who are lifestyle creators, musicians, and drag queens.

Musician Adam Tahere is the most-followed influencer in V Energy’s roaster, who has a 1.7M fan community on TikTok. 

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Between April 2021 and October 2022, V Energy has collaborated with 19 influencers, who mainly promote the brand on TikTok. 

V Energy’s main TikTok page (@venergyaus) works with TikTok creators mainly from Australia.

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V Energy’s influencers mainly fall into the Mid-Tier category (37%) and the Nano category (32%), meaning that most of their influencers have either between 50K to 500K followers or 1K to 10K followers.

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Looking at an average number of engagements, macro influencers’ posts generate the highest number of likes and comments, followed by micro influencers.

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The engagement rate is around 22% for nano-influencers and 16% for micro influencers. V Energy’s influencers’ ER is significantly higher than the Instagram average for micro and nano influencers.

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Adam Tahere, a musician, has 1.7M followers, which is the highest number amongst V Energy influencers.

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Musician Adam Tahere and drag queen Kita Mean are the most active influencers when it comes to the number of posts they create for V Energy. On average, V Energy collaborators post less than once every six months (0.6 posts in 6 months).

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Scary Supra generated the highest number of engagements at 55.7K with 2 posts in the last 18 months. Adam Tahere and Carla From Bankstown generated the second and third highest number of engagements at 36.5K with 7 posts and 15K with 2 posts, respectively.

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58% of V Energy’s influencers are lifestyle creators, followed by musicians (11%), drag queens (11%), and other (21%) content creators such as basketball trick shot influencers and sommeliers.

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Lifestyle creators generated the highest number of engagements for V Energy at 75K. ‘Other’ influencers generated the second highest number of engagements at 61K.

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These posts by Niko (lifestyle creator), Scary Supra (car content creator), and Adam Tahere (musician) collected the highest number of engagements. These posts consisted of skits about V Energy’s flavours, POV of drinking V Energy, and using the drink can to create music. 

Top Influencer Posts:

Engagements: 42.4K | ER: 63%

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Engagements: 31.6K | ER: 2.3%

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Engagements: 17.3K | ER: 26%

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These posts by Carla From Bankstown (drag queen), Tasha Strachan (lifestyle creator), and Sydney (lifestyle creator) collected a high number of engagements as well. These posts consisted of content types such as skits, duets, and vlogs.

Top Influencer Posts:

Engagements: 14.9K | ER: 22%

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Engagements: 9K | ER: 13.5%

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Engagements: 6.1K | ER: 9%

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Majority of influencers focus on promoting V Energy by taking a drink from the can at the beginning of each video. 

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Influencers utilized V Energy’s drink can in creative ways such as making music or spinning it on a basketball. Other influencers created skits to describe how good V Energys drinks are.

Creative Uses:

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Skits

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V Energy Drink has spent $1.4K on 7 ad creatives from Jan 1, 2019 to Nov 14, 2022. None of their ads featured influencers. 

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*Source: Data collected manually directly from Facebook, Instagram and TikTok; Date range: Apr 2021 - Oct 2022