Case Study: Rockstar Energy Drink achieves cultural relevance and fan engagement with Praxis’s influencer campaign

Rockstar Energy Drink drives 54MM views and 31.5% TikTok follower growth with Praxis

Rockstar Energy Drink challenged Praxis to help the brand build authentic cultural relevance with Gen Z, moving beyond traditional advertising. The goal was to show up in a way that felt real and prove that Rockstar belonged in the soundtrack of its fans' lives.

Praxis addressed this by collaborating with 13 diverse creators across multiple music genres to develop authentic content, from studio sessions to live concert clips. This influencer campaign generated 38 pieces of content, resulting in 54 million views, five viral posts with over 4 million views each, and a 79% positive sentiment rate, Rockstar's highest in three years. Praxis successfully helped the brand significantly increase its cultural affinity and engagement.

Rockstar Energy Drink