In the summer of 2021, and with COVID-19 easing after more than a year of lockdowns, snack giants Nature Valley wanted to encourage Gen Z to get outside, get active and start having fun again — fuelled, of course, by their delicious cereal bars.
The question was, how could they use social media to get that positive message across and generate buzz all over the world?
Social media case study highlights: - 100+ posts tagged #GetOutMore from 40 creators - 16 million views; thousands of likes, comments and shares - Nature Valley branding at the heart of the Aphetor Games
The answer: partner with a game-changing new event, The Aphetor Games, aimed at inspiring the next generation of sports and entertainment fans.
Part Olympic Games, part Total Wipeout, the Aphetor Games brought 40 social media stars from all over the world together on the Greek island of Rhodes to compete in a series of weird and wonderful challenges, from an intense sea sprint to a trivia quiz in an Ancient Greek bath — filled with ice.
Working as Aphetor's head of social, it was my job to help Nature Valley get the most out of their event sponsorship. This was influencer marketing on a massive scale, so it was essential to work with our talent team to select the best creators to suit the brand.
From skimboarder Adrian Raza (@adrianraza) to YouTuber Joe Weller (@joeweller), or slack liner Breanna Yeh (@yehslacks) to comedian and TikTok disability advocate India Sasha (@indiasasha), we persuaded stars with a huge combined reach to take part. We then worked closely with each to come up with some jaw-dropping content ideas, helping Nature Valley spread its message.
The results blew everyone at Nature Valley away. Nature Valley's Aphetor Games content generated:
Hundreds of posts tagged #GetOutMore from 40 creators across Instagram and TikTok
16 million views, thousands of likes, comments and shares
Nature Valley branding at the heart of the Aphetor Games
And at the end? One very happy client!