Driving a 300% brand lift across socials with a community product flywheel

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DETAILS

Solution

Result

Client

Sprite

Industry

Food & Beverage

Website

Sprite

Challenge

Sprite was losing market share focusing on "mom" buyers through a pop culture lens. After large investments in A-list celebrity endorsements failed to move the needle, they started searching for a better way. Identifying niche African American & Hispanic audiences as their biggest buyers, they were looking for ways to reconnect and reintroduce the brand.

Sprite called on Thought Factory to help monitor trends, develop channel strategies, and rework their messaging for this new demographic.

Solution

We partnered with Sprite brand managers to not only monitor trends, head up channel strategies and create new messaging frameworks, but also to present new perspectives on audience developments by utilizing community feedback.

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After analyzing customer data to identify the most advantageous regions and conducting trend analysis to identify what resonates with core demographics, we developed a new messaging framework and content platform called Sprite P.O.U.R.

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We showcased, developed, and produced 250 social videos of emerging artists in New York, Chicago, Atlanta, and Los Angeles to align their artistic stories to Sprite’s new messaging. Each video came from a content playbook optimized monthly based on audience feedback to drive brand awareness within the audience.

Result

After launching the Sprite P.O.U.R. program, Sprite soared past 500k followers on Instagram and experienced a 300% brand lift in community conversations.