The little touch that makes a big difference

01Introduction

In a sector where energy drink brands compete for consumer attention, HOLY wanted to widen its audience beyond the traditional channels. The answer was a strategic influencer campaign with PierreEnChine, a French creator recognised for his videos on culture, economics and everyday life in China.

02The context

HOLY, until then used to working mostly with gaming creators, was looking to broaden its reach and visibility with new audiences. The objective was clear: reach different profiles, curious people attentive to questions of sustainability, international lifestyles and cultural exploration — a target the brand had never touched.

The main challenge was integrating HOLY naturally into the video, making sure the message resonated with an audience more interested in cultural discovery than in the classic promotion of an energy drink.

03The strategy

Creator selection. Pierre is one of the rare French creators able to generate strong view counts on cultural and educational subjects while maintaining a loyal and mature community. 64% of PierreEnChine’s audience is over 35, a segment the brand was actively trying to reach after focusing on younger consumers.

Platform. YouTube, where Pierre generates strong interaction with his audience.

Content type. A 90-second integration in which Pierre introduces HOLY in a fluid and captivating way.

Key message. Position HOLY as a healthy and eco-conscious energy drink.

04The execution

The campaign was planned in several stages:

• Product testing by the creator to guarantee a sincere and credible integration into the content. It was never a simple placement, but a real experience shared with his community.
• A segment designed in close collaboration with our team and the brand, to make sure the tone, message and positioning aligned with HOLY’s values.
• Production and publication of the video on YouTube.
• Use of a trackable link to measure conversions directly.

Bonus exposure. To extend the impact of the collaboration and lengthen the brand’s exposure, HOLY received a free YouTube Short from our agency. The short, punchy, mobile-first format reinforced the memorisation of the message with an audience complementary to the main video.

05The results

Outstanding engagement. With a 7% engagement rate, the campaign captured the attention of an audience that was particularly receptive to Pierre’s storytelling. The result goes well beyond industry standards and speaks to how relevant the message was.

Quality interactions. Many comments highlighted the creativity of the campaign and praised how naturally HOLY fitted into Pierre’s content. That kind of feedback shows the campaign reached its audience on substance, not just on form.

Reinforced visibility. The offered Short extended reach and reinforced the brand message with a complementary audience.

06Analysis and key takeaways

Key success factors:

• Tailored content maximises impact. Placing HOLY inside a cultural narrative attracted attention naturally and relevantly, which helped an audience unused to energy brands in this kind of content buy into it.
• A multi-format approach optimises visibility. The offered Short reinforced the main campaign by extending HOLY’s visibility.
• Expanding into new markets works. This activation showed that audiences interested in cultural topics can become relevant targets for well-contextualised products. By stepping away from sports and performance stereotypes, HOLY won over an intellectual and exploratory public.

Areas for improvement:

• ▸Strengthen the call to action. Introduce limited-time offers to stimulate engagement.
• ▸Play the long game. Consider a regular collaboration with Pierre to anchor the message over time.