HOLY appoints Gravitas as its exclusive influencer marketing agency

HOLY, the functional energy and hydration drinks brand, has appointed Gravitas Influencer as its exclusive influencer marketing agency.

Where it started

Gravitas ran a four-month discovery and activation programme for HOLY to test whether its influencer success could travel beyond its core audiences. It covered eight categories: podcast, entertainment, parenting, food, lifestyle, film, boxing and motoring. We sourced and assessed hundreds of creators across Instagram and YouTube and managed outreach, shortlisting and negotiation.

The brief

Gravitas will now run HOLY's creator activity from start to finish: sourcing, briefing, negotiating and managing campaigns. The focus is on building longer-term relationships with the creators and categories that performed best, rather than one-off activations.

"The work so far showed HOLY can reach well beyond its core audience, and that the fit of a creator's audience matters more than the size of their following. The next stage is building longer-term relationships with the creators who fit, instead of one-off activations."

James Massey, co-founder of Gravitas

Learn more about how we build creator-led acquisition programmes through our influencer marketing service.