How do you interrupt consumers’ deadscrolling to promote hydration? For Liquid I.V., the answer to this challenge is to set your social media interview series in a sweaty sauna. 

‘The Hot Seat’ is a content series filmed in a custom-built sauna created for TikTok and Instagram Reels. It features England Lionesses captain Jill Scott, with appearances from rapper and creator Big Zuu and former Love Island star Chloe Burrows promised. 

Hosted by Em Wallbank, the series is shot vertically to make it perfect for on the go smartphone consumption. It mixes the real sweat of the guests in the sauna with hot takes on wellness, lifestyle hacks and hydration. 

The campaign is part of a dedicated push from the brand towards the mainstream. Liquid I.V. has embraced a summer of activations across sports, music and entertainment designed to make electrolytes approachable and easy to understand for consumers.

Olivia Otesanya, Health & Wellness Marketing Lead Europe at Unilever, explained: “We want The Hot Seat to drive awareness and engagement through brilliant content. In just 18 months since launching in the UK, we’ve become the leading brand in the category and moved electrolyte content from a barrage of stats to something entertaining.”

She continues: “Which other brand in this space could have brought together a Euros football champion, a rapper and chef, and a Love Island contestant? We really made the most of the social format by creating a high volume of assets and layering organic with paid. We can then  listen carefully to what consumers like and want more of, and “find right” for our brand. That approach is something we loved about VaynerMedia’s thinking and we’re delighted to have partnered with them on this campaign.”

Gaetan Uytterhaegen, Creative Director at VaynerMedia, added: “Our team leveraged great influencer and creator relationships to bring a fantastic cast together for season 1 and we’re so happy to have brought The Hot Seat from the drawing board to real life. Liquid IV is meeting consumers where they really are and in a platform-native way. Understanding platforms, their algorithms and culture in this way is the key to modern brand building.”

In a new era of social storytelling, this latest campaign successfully sweats Unilever's global marketing strategy of investing more in influencer marketing in order to drive desirability at scale. 

@liquidiv.uk ???? NEW SERIES ALERT ???? What will break our celebrity guests first? The temperature or @em wallbank’s fiery questions? ???? Follow @liquidiv.uk to be the first watch every episode, and stay hydrated! ???? @Jill Scott ♬ original sound - Liquid I.V.® UK