Case Study:
After 25 years in business and ample untapped potential with current and prospective drinkers — Guayakí success was plateauing on social and beyond. This legacy brand needed a massive strategic shift to ignite its community and drive results.
Objectives
01
Prioritizing the creation of shareable content
In order to generate demand, we needed an influx of content showcasing brand spirit and amplifying the perspectives of Guayakí's loyalists. Therefore, we prioritized the production of brand-owned content that leaned into the roots of social media — to have fun and connect with people.
02
Capitalizing on brand-aligned trends
Social media trends create opportunities for brands to introduce themselves to new audiences, deepen relationships with existing followers, and feature the people, personalities, and attributes that make their community worthwhile to be part of. We leveraged timely asset production to participate in brand-aligned trends whenever applicable.
03
Strategic creator partnerships
Collaborations with established and up-and-coming creators were a core tactic employed using social-first video concepts to drive brand discoverability and tap into target audiences.
04
Showcasing brand DNA, core values, and product differentiators
As the category leader, it was imperative to educate Guayakí's audience on key product benefits and consistently share the brand's core values. We created content that stayed true to Guayakí's origins and invited consumers to peek behind the veil to see how the brand uses business as a force for good.
05
Amplifying through paid promotion
In today's social media landscape, the unfortunate reality is that posts reach an average of just 5% of a brand's audience organically. By allocating budget with strategic targeting to promote social content, we were not only able to reach significantly more of our current followers, but we also used existing organic content to expand into new audiences who had never discovered the brand.
