Case Study
After 25 years in business and ample untapped potential with current and prospective drinkers — Guayakí's success was plateauing on social and beyond. This legacy brand needed a massive strategic shift to ignite its community and drive results.
Objectives
Expand Brand Awareness
Expand into new audiences with social-first content, leaning into product education and brand storytelling.
Push Product Trial
Drive assisted conversions using social content as a touchpoint in the path to purchase — nurturing consumers through the marketing funnel.
Drive Quality Engagement
Drive authentic engagement on social channels, showcasing brand personality.
Foster Brand Affinity
Increase positive sentiment by using social as a channel to build trust, highlight brand love, and deepen emotional connection with our audience.
Tactics
Prioritizing the creation of shareable content
01
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.
Capitalizing on brand-aligned trends
02
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.
Showcasing brand DNA, core values, and product differentiators
04
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.
Amplifying through paid promotion
05
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.
Results
141%
increase in year-over-year engagement rate.
99%
increase in average post interactions.
110K
new followers on TikTok from strategic promotion of organic content.
43%
increase in overall click-through rate from Guayakí social channels.