New Influencers Showcase: Gym selfie culture key in influencer-led Multipower campaign

Tapping into online picture sharing culture was key for a campaign from sports food and supplement supplier Multipower, with social media influencers a crucial component.

Campaign: Weightlifting champion and fitness model Aidan Broddell
Campaign: Weightlifting champion and fitness model Aidan Broddell

Performance Communications was hired in May 2015 to develop a campaign for a new Multipower powder range to engage the UK’s fitness community, identifying 20 social influencers who had a wide reach of relevant consumers.

Performance used the influencers to help reinterpret Multipower's tagline "Muscles in HD" for an image-conscious Instagram audience. It also tapped into the trend of sharing before and after selfie shots to show progress - where the community provides feedback and encouragement on their body transformation following work in the gym.

Influencers weren’t paid for their time, but given the new product to try for a month and incorporate it into their own training routines. A photoshoot with fitness photographer Tom Miles then captured their transformation to convey the HD sculpting effect of the product.

Influencers shared the content and a bank of their own branded imagery, while Performance provided them with an affiliate code so it could track the results.

The Multipower website recorded its best ever month of traffic with 58 per cent year-on-year increase. Its social channels received 800 new followers in a month and mentions of @MultipowerUK went up 102 per cent.

In addition, there was an eight per cent year-on-year sales increase, with a fifth of total sales for the new powder range and over £1,000 worth of purchases made through influencer affiliate codes.

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