effect®
justin prince

More and more companies are collaborating with influencers on social media platforms to present their products in the best possible way. Now high-quality energy drink effect® also takes advantage of this popular form of advertising presentation to expand its reach—especially among young consumers.

More and more companies have realised the value of influencer marketing, an advertising form in which businesses use the reach of social media stars to expand their marketing strategy and increase awareness for their products. Companies are particularly interested in engaging influencers with a presence and a large number of followers on Facebook, Instagram, Youtube, Tiktok or other social media channels as cooperation partners or brand ambassadors. Energy drink brand effect® takes the relevance of influencer marketing seriously and already cooperates with a number of influencers.

The Energy Drink is currently working with the influencer Justin Prince (@justin.prince)—one of the most popular content creators under 25. More than one million young people follow his content and everyday stories, and use his image and his awareness for trends and brands as orientation—on Instagram, Snapchat and Tiktok. On Tiktok alone, the young generation’s platform for creating and watching lip sync videos, Justin Prince has around 520,000 followers. His fans can also listen to him on a social media show on radio 89.0 RTL. He reaches an even larger following with sessions as a DJ at the biggest festivals in Germany, such as the World Club Dome or Airbeat-One Festival.

Justin Prince and his social media activities appeal particularly to the overlap age group between Generations Y and Z—also a highly relevant target group for effect®. The authentic recommendation and endorsement by the influencer enable effect® to create reach and interactions with a real effect on direct sales.