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8 July 2025
In early 2025, fitness creator Ashton Hall captured widespread attention with his morning routine videos on TikTok and Instagram. These videos featured structured, visually consistent content that included ice baths, skincare, and hydration rituals. The format proved highly shareable, leading viewers to create their own versions, either seriously or humorously. Within weeks, Hall's routine gained cultural relevance and became a viral trend across social platforms.Several brands appeared in these videos, either intentionally or organically. Most notably, Saratoga Spring Water's distinctive blue bottles became a fixture in his content, alongside Brooks running shoes and Clean Skin Club face towels. These brand placements weren't overtly sponsored initially but became strongly associated with the trend through repetition and visibility.
Ashton Hall is a fitness and lifestyle content creator whose morning routine videos gained massive traction in early 2025. His content emphasizes discipline and aesthetics, featuring consistent rituals like ice-water face plunges and detailed skincare steps that viewers found both fascinating and replicable.The numbers behind Hall's rise are impressive. His TikTok following grew by over 2.5 million in just three months, while his Instagram account added nearly 5.9 million followers during the same period. A single video featuring MrBeast reached over 169 million views on Instagram and 15.9 million on TikTok. In a 30-day window, his total engagement increased by more than 26.9 million interactions across platforms.What made Hall's content unique was the consistent presence of specific products in his videos. Saratoga Spring Water's blue glass bottle became an instantly recognizable element of his routine. Other regularly featured items included Brooks shoes and Clean Skin Club face towels. These products weren't tagged or directly promoted, yet became strongly associated with his morning ritual through repeated appearances.
Hall's content strategy centers on consistency and a recognizable format. Each video follows nearly identical steps: ice water facial plunge, skincare routine, hydration, and physical activity, all delivered with a calm, focused demeanor. This repetition helped viewers know exactly what to expect and made the content easy to replicate.Unlike heavily produced influencer content, Hall's videos feel unpolished and direct. He often films in real-time without elaborate edits or filters. This approach differs significantly from traditional influencer marketing, where content typically follows strict brand guidelines and feels more commercial than personal.The audience response to Hall's authentic approach was remarkable. Even without formal product endorsements, viewers sought out the exact items he used, particularly Saratoga Spring Water and Clean Skin Club towels, to recreate his experience precisely.
Key elements that made Hall's approach effective include:
These elements created a sense of participation rather than passive viewing, with followers feeling connected to both the routine and the creator.
When products appear naturally in creator content without paid promotion, they generate earned media value—the estimated cost a brand would have paid for equivalent exposure through advertising. Hall's videos demonstrate how powerful this approach can be.Hall's content featuring Saratoga Spring Water led to over 33,000 organic mentions of the brand in under 30 days. The company's Instagram following increased by 18,000, and online searches jumped by 1,359%. All this happened without any formal partnership or paid promotion initially.The most replicated element of Hall's routine was his facial plunge using a bowl of Saratoga water with lemon slices. This simple ritual became instantly recognizable and widely copied, creating a visual signature that viewers associated with both Hall and the water brand.For brands looking to benefit from similar organic mentions, social listening tools can identify when products appear naturally in creator content. Supporting these creators with product access or collaboration opportunities can strengthen the relationship without compromising authenticity.
Cultural relevance in marketing means a brand connects with current conversations, trends, and values that matter to its audience. Hall's content became culturally relevant by tapping into existing interests around wellness, self-discipline, and internet humor.His timing aligned perfectly with broader trends of documenting self-care routines online. The videos gained momentum through replication and remixing by other creators, helping his content become part of a wider digital conversation that extended beyond his original audience.Brands that successfully participate in cultural moments do so authentically rather than forcing their presence. For example, Duolingo created a parody of Hall's routine using its owl mascot, maintaining the same structure but adapting it to the brand's playful personality.Signs that a brand has achieved cultural relevance include:-
When planning creator collaborations, clear goals and metrics create a foundation for success. Effective partnerships start with specific objectives that both the brand and creator understand and can measure.While views and likes provide initial feedback, deeper metrics reveal true business impact. These might include website traffic from creator links, new customer sign-ups, or changes in brand awareness among specific demographics.Tracking tools like custom URLs, promotional codes, and platform analytics help connect creator content to business outcomes. These connections allow brands to identify which partnerships drive real results beyond surface-level engagement.The most successful brand-creator relationships extend beyond single posts or short campaigns. Long-term partnerships allow creators to integrate products naturally into their content over time, building stronger associations with their audience. Partnership structures that support ongoing collaboration include:
Clear communication systems keep both brands and creators aligned throughout partnerships. Efficient workflows for content approval, feedback, and payment processing reduce friction and help relationships flourish.
Hall's approach to brand partnerships differs significantly from typical influencer marketing. His early videos featured products like Saratoga Spring Water before any official partnerships existed, allowing natural product integration to develop organically.Unlike most influencers, Hall doesn't tag brands in his posts. Products gain visibility through consistent, contextual placement—the Saratoga bottle appears during his ice bath routine, and Clean Skin Club towels feature in his skincare segment. This visual association creates stronger mental connections than direct promotion.The impact of this approach speaks for itself. Hall's videos featuring Saratoga generated millions of organic impressions and significantly increased brand searches and social following. His partnered content typically receives 3-6 million views, with standout posts exceeding 30 million impressions.
At $15 CPM, to generate 21M views, it would have costed the brand ~$300K.
Hall's success demonstrates several innovative strategies:
Viral moments create valuable visibility, but their impact often fades quickly. Brands can extend this value by adapting high-performing content for different channels and audiences. For example, segments from a viral video might work well in email marketing, paid advertising, or on product pages.Sustainable influencer programs focus on consistent partnerships rather than chasing viral moments. These programs include regular performance reviews, flexible content formats, and relationship-building activities that strengthen the brand-creator connection over time.
As platforms and creator ecosystems evolve, successful programs adapt accordingly. This means staying informed about algorithm changes, testing new content formats, and maintaining open communication with creators about what's working.Technology platforms like SEVA help marketing teams manage these relationships efficiently by centralizing creator communication, performance tracking, and campaign management. This allows brands to operate across multiple platforms without losing momentum or missing opportunities.
To learn more about optimizing influencer marketing strategies schedule a demo with our team:
How can brands identify creators who will authentically represent their products?
Look for creators who already use or mention similar products in their content. Review their overall themes and values to ensure alignment with your brand identity. Analyze whether their audience matches your target demographic in terms of interests, demographics, and engagement patterns.
What metrics most effectively measure the long-term success of creator partnerships?
Focus on conversion rates from creator content, customer acquisition costs, retention rates of new customers, and shifts in brand perception. These indicators connect creator activity to business outcomes more effectively than views or likes alone.
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