HIT HARDER: LA
Client
Industry
Category
Location
C4
Fitness
Campaign, Experiential
Los Angeles, CA
Background
C4 had a problem. Although its pre-workout was still #1 in household penetration, the brand realized it was losing market share to its competitors, whose brands were viewed as "cooler" and "stronger" by Gen-Z consumers. So after a successful rebrand, launching its WE HIT HARDER campaign, the brand needed an experience that helped get new products in front of its younger demographic, to help build brand affinity with the younger lifting community.
Partnering with YoungLA, C4 shut down their exclusive Los Angeles gym and invited the entire community out so all can come together to lift, learn, connect, and celebrate their fitness together.
Idea
On July 13th, C4 launched HIT HARDER: LA, the brand's first-owned lifting event. Leveraging the entire C4 talent roster and gym partner, YoungLA, C4 fueled a pop-up event focused heavily on getting new products to new consumers in an authentic usage environment and the fierce goal of building our community through interactive brand engagements.
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The event was hosted by Ron "Boss" Everline, who set the tone, engaging with fans, and getting everyone hyped up for all the activities and engagements happening throughout the event.
Consumer engagement included sampling stations serving the latest C4 products, lifting competitions for fans to win HIT HARDER weightlifting belts, a punching bag machine where the hardest hitter in the room would receive a 1-year supply of products, meet & greets with C4 athletes, posing clinics and a magazine shoot where attendees can get their flexes on our official HIT HARDER Magazine.
Results
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Brand channels drew 1M+ impressions and 35K engagement with content from the event.
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135 total posts from 14 C4 Athletes with a combined social reach of 10.3M generated an estimated 179M impressions and $4.9M in earned media value.
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+19% WOW in TikTok shop traffic on the date of the event. ​
