🟨 MiO: I Want To Pay For Your Energy Drink Horror Stories
You stand to earn $50 - $200...
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The energy drink market is filled with big brands that usually leave consumers feeling gross. MiO Energy is different. It is a customizable water enhancer (a liquid you add to water), and it gives you energy without all the sugar and regret. But with so many options out there, people weren’t aware of MiO Energy.
The brand needed Gen Z energy drink fans to see MiO as a better choice. But how do they stand out in a space controlled by the big names?
A “crash” is when you feel tired, foggy, or jittery after taking too much sugar or caffeine. More than 55% of people feel this way after drinking energy drinks. Compared to other energy drinks, MiO gives you energy without the crash.
The brand created the first-ever Energy Drink Insurance to show energy drink fans that MiO is a better choice. It covered the “crashes” people felt after drinking other energy drinks. The campaign was launched when energy drink sales skyrocketed, exam season. It also targeted where students go to take a break from studying, TikTok.
All people had to do was share a video or a story about a bad experience they had and earn between $50 - $200. The campaign started with funny insurance-style videos using Jack Innanen, one of TikTok’s most popular creators. TikTokers were eager to engage and share with friends. By offering Crash Coverage, fans could roast other energy drink brands while Mio positioned itself as the energy drink alternative that doesn't leave you feeling awful.
The brand received hundreds of unique entries through TikTok and directly on their website. Though they couldn’t mention their competitors by name but that didn’t stop participants from doing it. Along with the cash, select participants received free MiO Energy “to provide a source of better energy for next time.”
ICYMI
Crash Coverage is an example of a Social Media Marketing Campaign.
The unique offer earned MiO Energy valuable user-generated content from their competitors’ consumers. The campaign led to a 23% increase in MiO sales and over 14 million social engagements in six days. It also gained 330% above average watch time on the TikTok videos.
🍉 Action Points
Identify the emotional pain point - MiO started with a smart insight, traditional energy drinks often leave people feeling gross and eventually crashing. That is a relatable experience, especially for Gen Z, who are savvy about how things make them feel (and love to talk about it online). Don’t just focus on what your product does, highlight what it doesn’t do. If you can solve a negative emotional experience related with your category, you are already ahead.
Go where your audience actually is - MiO leaned into TikTok, the platform for where students spend time and launched the campaign during exams when they consumed a lot of energy drinks. Instead of traditional ads, the brand started with funny skits featuring a popular TikTok creator (Jack Innanen). Don’t just be on the right platform, speak the language of that platform. Collaborate with creators who translate your message in an authentic way.
Position yourself as the solution, not just a substitute - MiO didn’t say “We are also an energy drink.” They said, we are the solution to the crash other energy drinks give you. That is more than different, it’s better. Provide a clear reason why you are the better alternative, not just another option.
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