Más+ by Messi, the everyday hydration drink co-founded and fronted by Leo Messi, launched a landmark creator activation in partnership with global social-first agency Billion Dollar Boy Group (BDB) – marking the first time Messi has collaborated directly with creators to promote the brand.
Centred around the 1v1 World Crown Final in Miami, a global competition to find the world’s best one-on-one footballers, the campaign brought together five international creators from multiple key Más+ markets – the UK, US, Canada, Ireland, Spain and Australia.
With a combined audience of 17.8M, the creators represent a range of audience interests covering wellness, lifestyle, comedy, sport, and food, and include:
Nikolai Savic (TikTok 5M, Instagram 2M, YouTube 1.2M)
Dwight Smith (TikTok 653K, Instagram 1M)
Millie T (TikTok 897K, Instagram 367K, YouTube 1M))
Cole Anderson (TikTok 3M, Instagram 760K, YouTube 730K )
Eric Roberts (TikTok 769K, Instagram 424K)
Across a combined 90 posts, the creators have driven 5.1m impressions and 480k engagements with an engagement rate of 5.4% and view through rate of 19%.
Creators were flown to Miami to attend the 1v1 World Crown Final on 19th September 2025, experience Más+ and share their stories in their own unique styles.
The creator trip featured exclusive wellness and lifestyle experiences, from yoga and nutrition sessions with personal trainers to jet skiing and a dinner at the Gianni Versace Mansion. The creators were empowered to show the brand’s lifestyle and performance benefits through their own creative lens across TikTok and Instagram, combining humour, personality and creativity with Messi’s global influence.
Developed and executed by Billion Dollar Boy, the campaign represents a new phase of creator marketing for Más+, tapping into BDB’s expertise in delivering culturally relevant, multi-market influencer activations for sports brands and sports-led campaigns from Adidas to Just Eat and Rexona.
In an increasingly competitive hydration category dominated by high-profile launches, Más+’s creator strategy aimed to build trust, relevance and cultural presence – targeting consumers through diverse lifestyle and entertainment creators.
The campaign formed part of Más+’s wider global marketing strategy surrounding the 1v1 tournament, supported by further PR and partnership activity.
Dan Cunningham, Global Head of Brand Fame at Más+, commented: “This was a landmark moment for Más+. It’s the first time we’ve brought Leo and the creator community together – uniting global talent with diverse audiences and perspectives. The campaign demonstrates the power of creators to deliver authenticity and impact at scale, helping us to showcase the power of Más+ as an everyday hydration drink, for consumers across all categories, interests, and passions.”
Laura Cassidy, global content lead at Más+, added: “We saw this campaign as a creative test-bed for what Más+ can be beyond sport. The 1v1 World Crown set the stage, but the real innovation came from inviting creators with different passions to interpret the brand in ways that feel native to their communities. From comedy and wellness to lifestyle and creativity, they helped us inspire new consumption moments and show how Más+ fits into everyday life, not just athletic performance.”
Piet Southey, head of clients at Billion Dollar Boy Group, adds: “The Más+ 1v1 creator campaign captures a shift in global marketing – from celebrity endorsement to collaborative creator-led storytelling. By giving creators creative freedom and the opportunity to experience the brand first-hand, Más+ unlocked authentic, platform-native storytelling that resonated deeply with audiences across markets.
“What’s exciting here is the rise of out-of-category creators driving real impact. By partnering with personalities from wellness and comedy to food and lifestyle, Más+ reached far beyond sport to engage new global audiences in a credible, human way. This campaign shows what’s possible when brands fully trust creators to tell their story. This is the future of influence – diverse voices, creative freedom and authentic connection at global scale.”
