Logan Paul and KSI’s PRIME Hydration: First Creator-Led Brand to Air Super Bowl Ad

Logan Paul and KSI’s PRIME Hydration: First Creator-Led Brand to Air Super Bowl Ad
Photo by Kenny Eliason / Unsplash

Social media stars Logan Paul and KSI have already had a busy 2023. In the last few weeks, their Prime Hydration drink became the official sports drink of UFC, their global expansion continues and they ran an ad during the Super Bowl pregame — the first creator-owned Big Game commercial ever.

Logan Paul already has a wide audience: According to CreatorIQ, he has about 98 million followers across social networks, with his Instagram account as the one with the largest audience (25 million). KSI has a slightly more modest following: about 78 million across the big social platforms, with YouTube as his most popular account (24 million).

It wouldn’t be surprising for these two to grow their audience after the wide exposure offered by the Super Bowl ad — in total, the Prime-specific accounts have already seen about 5% growth in followers compared to the week before the Super Bowl, up to about 3.9 million across platforms.

A few other stats about Paul and KSI:

  • Instagram is one of the most engaging platforms for Paul, KSI and Prime alike: Paul has a 2.77% engagement rate, which CreatorIQ considers “good” for the platform, KSI has a 5.47% (“excellent”) and Prime has a whopping 36.43% engagement rate (“exemplary” — but it’s worth noting that account has far fewer followers overall, 1.4 million compared to Paul’s 25 million and KSI’s 12.6 million)
  • Paul and KSI’s Instagram audience is right in the sweet spot target demographic for a sports drink: About half of Paul’s audience is between 18-24 years old and nearly 60% male. Restaurants, food & grocery (22.2%) and sports (21.7%) are two of the top ten interests of his audience.
  • KSI’s audience is overwhelmingly male (83%), with 52.6% ages 18-24. Sports is the top interest for his followers (29.4%)
Instagram engagement rate for PRIME via CreatorIQ