GOPUFF X COLE'D: CREATOR ACTIVATION

At WeAreNinety, we believe the strongest partnerships do more than place a brand alongside a famous face. They create a genuine connection between the talent, the product and the audience.

GoPuff x Cole'd

Working with GoPuff and Cole Palmer, we built a creator-led campaign around one of football’s biggest moments, bringing the partnership to life through content that felt natural to Cole, relevant to fans and designed to drive attention and engagement for GoPuff.

For England’s World Cup match against Mexico, we worked with GoPuff and Cole Palmer’s team to introduce Cole’d ice through a group of football and digital creators.

The campaign gave fans the chance to see the football-shaped electrolyte ice being opened and used as part of the creators match-day plans, before heading directly to GoPuff to order it for themselves in time for the big game.

Across the campaign, the content reached 187,752 accounts, generated more than 264,000 Instagram Story views and sent 800+ people directly to GoPuff.

Augeyboyz with their Cole'd delivery!

Introducing Cole’d during England v Mexico

Cole’d is the world’s first electrolyte football ice, created with Cole Palmer and available through GoPuff.

Our brief was to help introduce the product to more football fans around England’s match against Mexico, while making the relationship between Cole Palmer, Cole’d and GoPuff easy to understand.

The match gave us a natural opportunity to do that. Football fans were already preparing to watch England, creators were already sharing their plans for the game and Cole was one of the players people were talking about.

Rather than asking creators to post about the product separately from the match, we made Cole’d part of their build-up to kick-off.

Making Cole’d part of the matchday build-up

Ahead of the game, each creator received Cole’d ice and shared the product with their followers through a series of Instagram Stories.

The content showed the package arriving, the football-shaped ice being revealed and Cole’d being used to chill drinks, as the creators prepared to watch England play. This allowed people to understand what the product was and see how it could fit into their own plans for the match.

Each Story tagged GoPuff and Cole Palmer, while a link sticker gave viewers a direct route to the GoPuff app.

The brief remained consistent across the campaign, but each creator was able to present Cole’d in a way that suited their own content and the audience they had built.

Reev with his Cole'd delivery!

Working with football and digital creators

The creator line-up included Ben Black, MCFC Lads, Augeyboyz, Reev and Big Beno.

Together, they brought a combined following of more than 2.4 million people, as well as audiences with a genuine interest in football, entertainment and online culture.

Working with five different creators also meant that Cole’d appeared across a range of channels and content styles throughout the England v Mexico build-up. While each creator approached the product in their own style, the connection between Cole Palmer, GoPuff and the World Cup remained clear in every piece of content.

Supporting the main Cole’d launch film

Alongside their Instagram Stories, the five campaign creators also commented on the main Cole’d launch film.

This helped connect the creator activity back to the wider product launch and added more conversation around the post as it went live.

Lia Lewis and FG, friends of WeAreNinety, also supported the film through our wider creator network, taking the total number of creator comments on the launch post to seven.

BigBeno with his Cole'd ice!

What The Campaign Delivered

Across the five creators, the campaign delivered:

• 187,752 accounts reached

• 264,169 Instagram Story views

• 6,037 engagements

• 3,246 taps to GoPuff and Cole Palmer’s profiles

• 800 + direct clicks to GoPuff

The profile activity was also split closely between both sides of the partnership. GoPuff received 1,767 profile taps, while a further 1,479 people visited Cole Palmer’s profile after seeing the content.

This showed that the campaign was encouraging people to learn more about the product and where they could buy it, while also building interest around Cole’s involvement.

Ben Black with his Cole'd ice!

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For more information, please contact:

Press Contact: Charlie Weir

Email: charlie@weareninety.co.uk

About WeAreNinety:

WeAreNinety is a leading sports & athlete marketing agency that specializes in creating impactful, cross-industry partnerships. With a focus on aligning athletes and brands in innovative and meaningful ways, the agency has built a reputation for delivering exceptional results in both traditional sports and esports.