The launch of Degree x Giannis Limited Edition Antiperspirant Deodorant united basketball, sneaker culture, and personal care to create a high-energy, culturally relevant campaign. With NBA superstar Giannis Antetokounmpo as the face of the collaboration, Degree aimed to generate excitement, drive in-store traffic, and build brand credibility among key consumer audiences—hoopers, sneakerheads, and sports enthusiasts.
To achieve this, we leveraged a multi-faceted influencer and creator-driven strategy designed to showcase the product’s performance and cultural relevance. Our approach included:
By merging sport, style, and storytelling, the campaign not only introduced Degree x Giannis LE to the market but positioned it as a must-have product for athletes and sneakerheads alike.
Our 360-degree campaign combined paid influencer activations, exclusive PR mailers, a nationwide sweepstakes, and a creator-led launch event to ensure widespread awareness and engagement.
Paid Creator Activations
We partnered with 18 creators to execute two custom content concepts:
These activations resulted in 54+ content pieces across Instagram and TikTok, amplifying the campaign’s reach and driving consumers to Walmart and Kroger for purchase.
Exclusive PR Mailers
We developed 100 premium PR mailers designed as elevated sneaker boxes, each containing:
The response was overwhelmingly positive, with 96+ earned content pieces and 13+ in-feed posts, proving strong influencer connection and organic enthusiasm.
High-Impact Sweepstakes
To drive purchase and engagement, Degree launched two sweepstakes on Instagram and TikTok, incentivizing participation with exclusive prizes, including:
Working with Realtime Media, we ensured compliance with legal regulations, managed prize fulfillment, and amplified reach through creator resharing.
Launch Event & Experiential Impact
We activated a creator-driven launch event in NYC (September 23, 2024), featuring nine local influencers. Their content significantly outperformed benchmarks:
The event brought the Degree x Giannis LE to life, generating authentic excitement and consumer demand
The Degree x Giannis LE launch surpassed expectations, delivering exceptional brand awareness, high-impact influencer content, and consumer engagement at scale.
Key results include:
By integrating paid, earned, and experiential strategies, the campaign transformed a product launch into a cultural moment. The Degree x Giannis LE became a must-have for athletes, sneakerheads, and fans, proving that influencer-driven storytelling can drive real-world action
