Creator Brands: What is the driving factor behind creator brand's success in the Norwegian market

Abstract

The rise of influencer marketing has led to a new concept called creator brands. Through creator brands, influencers capitalize on the influence over their audience by launching their products. Prime Hydration is the current largest creator brand in the world. It is a relatively new beverage brand, co-founded by Logan Paul and KSI. Prime has seen substantial success, becoming one of the fastest-growing hydration beverages in the world. Despite the growing popularity of creator brands as a concept, there is a lack of empirical studies on creator brands and what drives their success. This study aims to fill in those gaps.

This study seeks to gain a deeper insight into the factors contributing to creator brands' success in the Norwegian market. This will be done by examining Prime Hydration's success in the Norwegian market. The method consists of a survey of 178 participants within Prime's target demographic providing quantitative data that will be analyzed.

A factor analysis found three factors influencing the success of Prime in the Norwegian market. The factors are from the marketing mix where “Product” and “Promotion” are individual factors, and “Place” and “Price” fall under the same factor. By conducting a regression analysis of the survey, the results found the scarcity principal strategy was a substantial factor contributing to Prime’s success when it was first introduced to the market. As sales declined, the reason for the continued success was the popularity of the creators of the brand. A logistic regression was constructed to get insight into the gender difference in the popularity of Prime. The results predicted males to buy significantly more of the product.

The results of this study gain deeper insight into the concept of creator brands. The study can benefit marketers in developing more effective strategies in a changing marketing landscape where creator brands are becoming increasingly influential.

The rise of influencer marketing has led to a new concept called creator brands. Through creator brands, influencers capitalize on the influence over their audience by launching their products. Prime Hydration is the current largest creator brand in the world. It is a relatively new beverage brand, co-founded by Logan Paul and KSI. Prime has seen substantial success, becoming one of the fastest-growing hydration beverages in the world. Despite the growing popularity of creator brands as a concept, there is a lack of empirical studies on creator brands and what drives their success. This study aims to fill in those gaps.

This study seeks to gain a deeper insight into the factors contributing to creator brands' success in the Norwegian market. This will be done by examining Prime Hydration's success in the Norwegian market. The method consists of a survey of 178 participants within Prime's target demographic providing quantitative data that will be analyzed.

A factor analysis found three factors influencing the success of Prime in the Norwegian market. The factors are from the marketing mix where “Product” and “Promotion” are individual factors, and “Place” and “Price” fall under the same factor. By conducting a regression analysis of the survey, the results found the scarcity principal strategy was a substantial factor contributing to Prime’s success when it was first introduced to the market. As sales declined, the reason for the continued success was the popularity of the creators of the brand. A logistic regression was constructed to get insight into the gender difference in the popularity of Prime. The results predicted males to buy significantly more of the product.

The results of this study gain deeper insight into the concept of creator brands. The study can benefit marketers in developing more effective strategies in a changing marketing landscape where creator brands are becoming increasingly influential.