From enemies, to business partners: The Success of the Influencer Brand PRIME
The creator economy is booming. There are now over 50 million creators worldwide,
and they are generating billions of dollars in revenue. But most creators are still reliant
on paid branding partnerships to make money.
Interruptive studios are on a mission to help creators become founders. We believe that
creators have the potential to build successful businesses, just like any other
entrepreneur. We have helped 100s of influencers and talent agencies find ways to
generate revenue from their current audience without having to rely on paid branding
So let’s talk about Influencers creating successful brands:
KSI (Olajide Olayinka) is a successful ‘OG’ Youtuber from the UK, along with fellow
youtuber and now business partner Logan Paul from Ohio, United States. The duo
started out together in an influencer boxing match in 2018.
After great success online, the pair launched PRIME Hydration in January 2022 and has
quickly become one of the most popular hydration drinks on the market.
The influencers initially relied on brand collaborations, and then moved to launch
PRIME after their boxing sport success.
The product profoundly dominated the UK market with demand being higher than
supply. The internet went crazy, as independent retailers were sourcing the drink and
selling it with a further 70% profit margin.
After months of very clever influencer marketing, PRIME launched PRIME Energy which
is a subcategory of the original hydration drink.
PRIME’s success can be attributed to a number of factors, including:
● The popularity of the two co-founders: KSI and Logan Paul are arguably two
of the most popular YouTubers in the world. They have a combined following of
over 40 million people on YouTube.
● The product’s unique packaging: If you are sat with a bottle of PRIME,
somehow you may be considered to have a higher social status! (sounds mad
● The product’s branding: PRIME’s branding is youthful and energetic, without over doing it, which appeals to the target audience of the product.
● The product’s marketing: PRIME has been heavily marketed on social media,
which has helped to drive awareness and sales.
In the first few months after its launch, PRIME generated over $10 million in sales. The
drink is now available in over 100 countries and is continuing to grow in popularity.
The success of PRIME is a testament to the power of influencer marketing.
By partnering with two popular YouTubers, PRIME was able to reach a large audience and
generate a lot of excitement about the product. The product has been most popular within their more impressionable younger audience, and has seen a number of schools ban the drink completely.
The power of an influencer founding a product or service, is that they are already at an
advantage. There is already an audience!
The success of PRIME also shows that there is a demand for new and innovative
hydration and energy drinks. Consumers are looking for drinks that taste good and give
them the energy they need to power through their day. PRIME has been able to fill this
void and become one of the most popular energy drinks on the market.
Here are some of the key takeaways from the success of PRIME:
● Partner with popular influencers who have a large and engaged following.
● Create a unique product that is different from the competition.
● Heavy influencer marketing is key.
● Invest in strong marketing to reach your target audience.
● Build a strong brand that is associated with quality and value.
Interruptive studios focus on creating a brand which lines within an influencer’s current
audience to empower a successful business. You never know, with our help you may
create an influencer brand that is just as successful as PRIME.
Get in touch with us today!