AIR UP, written into a comedy skit

AIR UP wanted its scent-flavoured water bottle to reach a young audience without a product demo. Our comedian Somalisafro built it into a skit his followers would share anyway.

Platforms: TikTok
Market: United Kingdom

AIR UP campaign results

682,000

Total impressions

40,200

Likes

4098

Saves

Campaign totals across the creators' posts, as reported to AIR UP when the campaign closed.

The brief

Objective: The goal was to raise awareness of AIR UP and its scent-based flavouring among a young UK audience. Rather than explain the technology, the campaign aimed to make the bottle a memorable part of entertaining creator content so it was noticed and talked about.
Audience: Sixteen to twenty-four year olds in the UK who watch comedy and lifestyle content on TikTok.
Message: Fill it with water, let the pod do the rest, and drinking more water stops being a chore.

What TapLab did

AIR UP chose to work with Somalisafro, the comedian on our roster, and the brief gave him room to write. He made a skit about annoying a Somali uncle on a road trip, with the bottle as a running prop rather than the punchline.

Comedy travels further than a product review with this audience, and the format meant the bottle was on screen for most of the video. We handled the negotiation and creative strategy.

Negotiation
Creative Strategy

Content from the AIR UP campaign

Who ran this campaign

We are TapLab, a London creator marketing agency. Ishaan Bhimjiyani founded it after building his own audience as an education creator. We run campaigns as the brand's influencer marketing wing. We cast from the UK student and education creators we manage and from the wider network we reach out to. Every creator on our roster has a public profile. You can also meet the team.

Our founder in the press: The Tab, London Now, NetInfluencer, ConvertX Radio

AIR UP campaign questions

What was the goal of the AIR UP campaign?

The goal was to raise awareness of AIR UP and its scent-based flavouring among a young UK audience. Rather than explain the technology, the campaign aimed to make the bottle a memorable part of entertaining creator content so it was noticed and talked about.

What results did the AIR UP campaign get?

682,000 Total impressions, 40,200 Likes, 4098 Saves.

Which platforms did the AIR UP campaign run on?

TikTok. We cast and managed the UK creators.

What did TapLab do for AIR UP?

Negotiation, Creative Strategy. We cast UK creators from our roster and our wider network, and we managed the work from brief to final post.

Can TapLab run a campaign like this for my brand?

Yes. Send the product, the audience and rough timing through the form on this page and we will reply with creators and a plan.