An energizing collaboration that maximized visibility

01Introduction

In a market where energy drink brands fight hard for the attention of young consumers, HOLY needed to stand out. The answer was a strategic influencer campaign built around one highly engaged creator: Riles.

In just two weeks the collaboration passed 350,000 views with a 6% engagement rate, turning a single YouTube integration into a real growth driver for the brand.

02The context

HOLY wanted to connect with an engaged audience and chose YouTube as its primary platform to put its products in front of viewers.

The main challenge was aligning HOLY’s brand image with content that would resonate with football fans, a passionate and highly reactive target. Instead of leaning on traditional advertising, the brand used influencer marketing as a strategic lever, capitalising on the trust and engagement creators build with their communities.

03The strategy

Creator selection. Riles, also known as Les Vidéos de Riles, was the ideal partner: a creator known for his energy and his ability to hold the attention of a football-obsessed audience. His videos consistently pass the 100K views mark, an important threshold for increasing HOLY’s visibility with an audience that shows up.

Platform. YouTube, where his match debriefs generate some of the strongest interaction on the channel.

Content type. A 90-second integration, presenting the brand and its benefits in an engaging way, built on personal storytelling: Riles talks about his favourite product, introduces the Discovery Packs to his audience, and shares two promo codes plus a QR code for discounts. He does not simply promote a product, he lives it and shares it with his community, which is what creates a real emotional connection.

Key message. Position HOLY as an eco-conscious brand of natural, innovative energy drinks.

04The execution

The campaign was planned in several stages:

• Product testing by the creator, so the integration is presented sincerely and from genuine experience.
• Creation and validation of the segment with HOLY.
• Production and publication of the video on YouTube.
• Use of a trackable link to measure conversions directly.

The campaign was timed to coincide with a strategic window: the debrief of the Real Madrid vs Barcelona match, which consistently generates at least 300K views, to maximise visibility.

05The results

Reach. The video generated an impressive impact, reaching 350K views in only two weeks, giving HOLY significant visibility.

Engagement. The 6% engagement rate exceeded standard benchmarks and demonstrated a strong interest in the brand from the audience.

Conversions. The campaign produced 30 new customers from the first activation through the trackable link, all of them choosing the Discovery Packs, the main product highlighted in the collaboration.

06Analysis and key takeaways

The collaboration with Riles generated strong visibility for HOLY thanks to his engaged audience and his authenticity, reinforcing the brand’s credibility with a targeted public. His personal storytelling also helped capture attention and carry HOLY’s eco-conscious values effectively.

The conversion objective, however, was not fully reached. Several areas for improvement were identified for future campaigns:

• Multi-platform approach. Integrate other channels such as Instagram or TikTok to diversify the points of contact with the target.
• More compelling call-to-action. Define a better promo code (5–15%) and add a deadline to create urgency.
• Extended creator involvement. Consider a collaboration across several videos to strengthen familiarity and trust around HOLY’s products.