Olipop x March Madness
Spring '26
Olipop x March Madness
How OLIPOP turned March Madness into mass awareness and measurable retail impact.
K
Tracked visitors to OLIPOP Amazon store.
The Numbers
19.5
M
Impressions at 50% lower CPM than industry average
18
%
YoY increase in product page views
3.3
%
Increase in store conversion rate from referred traffic
Overview
The Setup
Partner: OLIPOP
Platform: Instagram
Talent: 12 elite college basketball athletes including Elliott Cadeau, Gabi Jaquez, Braylon Mullins, Darius Acuff Jr., KK Arnold, Isaiah Evans, Madison Booker, Caleb Wilson, Brayden Burries, Koa Peat, Joyce Edwards, and Hannah Stuelke.
The Approach
Out2Win constructed a gender-balanced roster of 12 elite players across both the men's and women's brackets, prioritizing athletes with the highest tournament upside — not just the biggest existing followings. The goal was to be embedded in the tournament's biggest storylines before they happened.
Content deployed in three waves timed to the bracket. A cinematic VFX-driven hero video launched the day before tip-off, followed by individual produced Reels and Stories for each athlete. As the bracket narrowed, fresh content activated for Sweet 16 athletes 1–2 days before their games, closing with a four-day turnaround on Final Four content featuring Arizona's two stars.
The campaign ran exclusively on Instagram, where organic amplification concentrates most heavily during tent-pole sports moments. Reels drove awareness at scale while Stories provided a direct, trackable path to Olipop on Amazon.
Outcome
The Content
Hero Video — Cinematic VFX-driven launch video featuring all 12 athletes. Co-posted as a collaboration between Olipop and Amazon's Instagram channels the day before the tournament opened.
First Round — Highly produced individual Reels and Stories from 10 athletes, posted the day before the tournament began. Stories drove tracked traffic directly to each athlete's OLIPOP storefront on Amazon.
Sweet 16 — 8 athletes who advanced posted a new Reel and Story 1–2 days before their Sweet 16 game, keeping content tightly aligned with live tournament momentum.
Final Four — Highly produced content featuring Arizona's two stars, executed on a four-day turnaround to capitalize on the tournament's biggest stage.
The Results
The campaign delivered exceptional results across every level of the funnel. 19.5M impressions were delivered at a CPM more than 50% below industry average, while 71K tracked clicks to Olipop on Amazon proved that awareness converted into high-intent retail traffic. Net shipped units across the 8 featured Olipop ASINs increased 58% year-over-year during the campaign window, with product page views up 18% and conversion rate up 3.28% over the same period in 2025.
Roster selection was a defining strength. The lineup included the Men’s NCAA Tournament MVP Elliott Cadeau, the top player on every Women's Final Four team, Darius Acuff, who became the breakout star of the tournament's early rounds, and Braylon Mullins, who turned into the sensation of March Madness after his Elite Eight half-court buzzer beater went viral nationally. When the tournament created stars, Olipop was already there.
