MG Empower was challenged by Amyris, the world leader in biotechnology advancement, to help redefine people’s relationship with sugar by creating a new sweetener brand that could spark interest in millennial audiences at a global level. Bringing together a multidisciplinary team, MG Empower has engaged talented professionals from diverse backgrounds and key influencers into an immersive 3- day process of innovation, collaboration, and a true commitment to creating a brand created for consumers, with consumers, and on social. Influencers connected with audiences to get real-time feedback and insights on their relationship with sugar. The innovative digital strategy including the use of interactive media as live videos and Q&A stories offered audiences an experience that they wanted to be part of. The high engagement rates and impressive number of audience insights and learnings from influencer posts indicate that this innovative approach to influencer marketing maximises the potential of generating increased interest and greater levels of brand engagement, loyalty and equity.