Lucozade, the energy and sports drink brand, has launched a video series to inspire positivity, featuring UK’s biggest names, such as Anthony Joshua, Florence Given, Maya Jama, Wretch32, Charly Cox and James McVey. Lucozade brought the campaign to life teaming up with News UK’s influencer marketing agency, The Fifth, as reported by MobileMarketing.
The video series, under the hashtag #PositiveChain, aims to provide tips to viewers on staying positive. The influencers will be focused on themes including ‘what they’d like to pass on’, ‘inherited advice’, and ‘lessons learnt the hard way’.
The videos feature a pair of influencers, with one interviewing the other. Once the interview concludes, the interviewee opens a bottle of Lucozade Energy to disclose the name of the person they will be interviewing, hence creating the positive chain.
“This is a collaborative effort in every sense. Our brilliant talent collaborates in a chain of uplifting positivity, while we, as a brand team partnered with our in-house TED team and The Fifth to create engaging long-form content.” said Zoe Trimble, head of marketing at Lucozade Energy.
The Fifth worked with Lucozade Ribena Suntory’s creative team, TED, to develop and plan the campaign strategy, through creative execution. The projected aimed at gathering influencers who understand the Gen Z audience while also augmenting each other.
Lead communications planner at TED team, Daniel Lee said: “We’re exceptionally proud of this joint production where we’ve picked talent with influence – not just influencers – to create content that rivals the tone and quality of popular podcasts that abound in today’s culture. We felt passionate about delivering something substantive on the subject of positivity that we know our target market will actively enjoy and choose to engage with.”
The campaign is set to run for five weeks on Lucozade’s and the influencers’ YouTube and Instagram channels.