In a world dominated by short-form content, it’s easy for a single post to get buried in the scroll. But when brands go beyond a single touchpoint, when they invest in repeat campaigns with athletes, they create something far more powerful than a short-lived impression. They build momentum.
The brands making the biggest impact aren’t just chasing viral moments, they’re building lasting relationships with influencers and their audiences. Here’s why repeat campaigns work, and how brands like Planet Fitness, Quest Nutrition, and JBL are running them back.
Repetition Drives Recognition
At the heart of any successful marketing effort is a simple goal: stay top of mind. But that doesn’t happen with a single post. It takes repetition.
Every time an athlete shares a brand’s story, it reinforces the message. It builds familiarity with their audience. It becomes a part of their voice, and their routine. And that consistency is what drives brand recognition.
Planet Fitness is a great example.
While regional and national campaigns aren’t always managed by the same team, the message can stay aligned. By matching national messaging at the regional level, Planet Fitness has delivered a unified brand experience, no matter who’s posting or where it’s seen.
Different athletes. Different markets. Same message. That’s how recognition grows.
Trust Comes with Time
The influencer-audience relationship is built on trust. Followers look to athletes not just for entertainment, but for recommendations they can believe in. And nothing signals credibility like consistency.
Quest Nutrition leaned into this with its “On a Quest” campaign. With a fresh roster of athletes each season, they kept the message consistent: high-quality fuel for athletes chasing more. Each rollout featured athletes telling their stories. Why they play, what drives them, and how Quest fits into their journey.
By featuring different voices under a shared message, Quest positioned themselves as more than just a product, but as a companion to the athlete lifestyle. That repetition wasn’t about redundancy, it was about deepening the connection between brand, athlete, and audience.
This approach aligns with consumer behavior: according to survey responses in the Buying Behaviors section of the 2024 Influencer Marketing Report, 86% of consumers make a purchase inspired by an influencer at least once per year.
Engagement Gets Better with Time
The more your audience sees a brand, the more familiar it becomes, and the more likely they are to engage. This kind of recognition doesn’t happen in a single post. It’s built through consistent content that resonates. When athletes talk about a brand over time, they build trust. And with trust comes stronger engagement.
JBL’s ongoing athlete partnerships are a perfect example. Instead of treating creators like a one-off, they’ve built a roster of student-athletes who return for multiple campaigns. Texas women’s basketball student-athlete Shay Holle is one of them.
By collaborating with a brand over multiple years, Shay gave her audience time to build a real connection. The JBL speaker isn’t just a product she’s promoting; it’s part of her daily routine. That kind of consistency builds trust, making her audience more likely to engage.
Repeat campaigns give creators room to experiment with formats and storytelling. They learn what resonates. The content gets sharper, the message gets clearer, and the engagement gets better.
Scale Smarter
One of the biggest advantages of repeat campaigns is scalability. Once a brand sees success with one athlete, they don’t have to start from scratch with another. They already have the playbook.
Repeat campaigns make it easier to grow. Whether that means adding more athletes, exploring new markets, or doubling down on high-performing strategies. Quest is doing this by reactivating its “On a Quest” message with new athletes each season. Planet Fitness has found success by keeping consistent brand messaging across regional and national campaigns, creating a unified presence even without a single coordinated effort.
This kind of expansion is not about getting bigger. It is about getting smarter. Repeat campaigns help brands learn what works so they can scale with confidence.
A recent study found that 71% of influencers offer discounts for long-term partnerships, and another 25% are open to it. Brands don’t just get better results with repeat campaigns; they often get them at a lower cost.
Repeat campaigns work. They help brands tell deeper stories, build real relationships, and get more from every partnership.
From JBL’s high-quality athlete content to Quest Nutrition’s evolving athlete roster, the brands leading the way aren’t just showing up once. They’re showing up again and again, with purpose.
Repeat brand campaigns win. Not because they say something new, but because they say something real. And when athletes believe in the message, their audience does too.
