The Challenge

Functional drinks are one of the fastest-growing categories in UK grocery, projected to reach and the brands that got there first have used that head start to lock down shelf space, build loyal followings and set the spending benchmark for the category. OOM arrived with a strong product across three variants - Calm, Balance, and Focus - and early traction to match. But early traction and category dominance are very different things. OOM needed a cost-effective way to put the product directly into the hands of people who would genuinely care about it and who their target audience would actually listen to.

OOM came to Sway Me Good with three clear objectives: build brand awareness through everyday creator voices, gather high-quality creative content for future paid media, and start genuine product-led conversations.

The Strategy

Sway Me Good ran a gifting campaign in December 2025, seeding OOM products to 25 carefully selected influencers from our creator community of over 30,000 UK-based creators. Using our SwayMatch AI technology, we matched OOM with creators whose audiences aligned with the brand’s target demographic: 25–44 year-olds, predominantly female, UK-based, with genuine interest in health, wellness and lifestyle content.

Each creator received a mixed pack of six cans - two each of OOM Calm, OOM Balance, and OOM Focus - with no mandated deliverables. This was a deliberate choice. For a functional drink, where taste, effect and repeat use drive credibility, unsolicited mentions are significantly more persuasive than scripted endorsements.

Sway Me Good’s SwayMatch AI ensured OOM’s products reached the consumers most likely to convert: over half UK-based, nearly two-thirds in the core 25–44 demographic, and majority female - a direct match for OOM’s target consumer profile. The 72% content creation rate (18 posts from 25 gifted creators) shows strong creator buy-in for a product people genuinely wanted to talk about. For a brand competing against household names, these campaign numbers tell a powerful story.

Gifting campaigns through Sway Me Good typically deliver reach at a fraction of the cost of traditional influencer partnerships or paid social and OOM’s campaign was no exception. The total investment here was product — six cans per creator, sent to 25 people. The 72% content creation rate (18 posts from 25 gifted creators) shows strong creator buy-in for a product people genuinely wanted to talk about. OOM reached over 132,000 consumers for less than most brands spend on a single boosted post. While category leaders pour budget into performance media, OOM proved that product-led creator content can match their reach metrics at a fraction of the price.

About Sway Me Good

Sway Me Good helps brands run paid collaborations, gifting, UGC, and affiliate campaigns within a single platform—with built-in creator matching, execution, and performance tracking.

Ready to see what strategic creator marketing can do for your brand?

Email gad.harari@swaymegood.global to request a complimentary consultation session.