Vortex Campaign
A viral social media campaign that turned an energy drink brand into a cultural phenomenon.
Vortex Energy was a newcomer in the energy drink market dominated by established giants. They had a great product but zero brand awareness. They needed a social-first campaign that would make people talk, share, and most importantly — try the product.
We identified micro-communities on TikTok, Instagram, and Twitter that aligned with Vortex's target audience. We created a 'Vortex Challenge' framework that encouraged user-generated content, partnered with 50 creators across different niches, and developed a real-time content engine to ride trending moments.
The campaign launched with a coordinated creator blitz, followed by a series of increasingly wild brand stunts. Our real-time content team produced 15-20 pieces daily, responding to trends within hours. The #VortexChallenge generated over 2M user-created videos in the first month.