Vimto
A FRESH SOCIAL EXPERIENCE FOR THIS ICONIC BRITISH FMCG BRAND
the task at hand
Vimto are a brand nearly everyone in the UK (and beyond) has heard of, iconic you might say. They are the second biggest selling squash brand in the nation, have a popular carbs (fizzy) and ready to drink range, the problem was, their social media didn't complement the size and success of the brand.
Their social media strategy was confusing, content didn't resonate with fans and no clear paid social media plan was in place. With two very different target audiences it was hard for them to create social media content that didn't alienate each audience. That's where we come in.
the IDEA & Execution
We knew the first place to start (as always) was to create a solid social media strategy, we clearly defined the Vimto target audiences further.
It's a no-brainer really, parents (mainly mums) buy squash as the main shopper for the family and Gen Z (and early Millennials) buy carbs and ready to drink products. With this at the heart of our plans we created a platform strategy targeting mums/parents on Instagram and targeting Gen Z (and early Millennials) on TikTok. This way our content would have a clear strategy, a clear tone of voice and we could create relatable & emotional content that spoke to both audiences without alienating the other.
Introducing an 'Always On' paid social media plan to drive brand awareness & brand salience, we're now building out huge retargeting audiences across Facebook & Instagram as well as building a strong TikTok community.
At the heart of our content is our #ParentLife creative. Where we create content in-house as well as with Creators in order to post relatable, parenting moments that entertain.
