FIZZING AWESOME
How we helped IZZE sell out in stores by building a community-led brand platform on social.
THE ASK
The sparkling beverage category is a $3B+ market with new competitors pouring in every second — many with a strong content game. IZZE had a brand platform, but they needed a partner to build out a “Fizzing Awesome” social strategy that could compete.
THE CHALLENGE
Perfect, polished brands don’t resonate with the GenZ audience we needed to engage. IZZE looked to us to develop and contextualize their brand platform for social.
THE APPROACH
To create relatable content that checks, we worked hard to translate the brand’s platform into an imaginative, imperfect, social conversation.
When IZZE was ready to launch their new Strawberry flavor, we used their social channels to get the audience primed and ready. The product sold out nationwide in just a few months.
First, let the audience know something’s coming, build the tension around the new mystery flavor, and finally release the pressure with a big, juicy announcement.
PULLING THROUGH TO POP
Fresh, fun content still has a job to do. Lead with creative that brings the audience into stores and straight to shelves without feeling like a pushy ad.
Keep the launch message amplifying outward with the help of carefully selected creators, and seed earned content with hand-designed merch.
"Had so much fun creating this thanks @IZZE team for trusting the vision ❤️"
- @MarisJones
To drive owned social engagement, we built a Fizzing Awesome content machine with our internal team of creators who brought ideas to life daily. Anything we could dream up, we could make in our dedicated IZZE studio. And we did.
COMMENTS = CONTENT
Staying knee-deep in the conversation kept us hyper-aware of opportunities to champion our relationship with the audience.
Trial is a make or break moment for for DTC products. We came up with uniquely inventive ways to make the first impressions of IZZE the most fun, wild, and imaginative experiences.
SWAG DROPS
We put the product right in the hands of our loyal fans by seeding out custom-designed swag boxes. Word-of-mouth trial exploded once they shared a look at the goods with their millions of followers.
@soreele unboxes the merch we sent her, and shows it off to her 1.8M followers.
IRL STUNTS
Building out practical stunt ideas pulled double duty: they encouraged trial in the wild, and amplified the trial story on social.
EXPERIENTIAL
We took over the entrance at VIDCON (the single largest creator event in the world), elevating the typical vendor booth play into a branded installation experience. We had the attention of the entire conference (Over 55k attendees), and garnered millions of impressions in-person and on social with popular creators going live from the build out.
SERVICES
Creative Lead Social Positioning Content Strategy Creator Collaboration Campaign Merch Giveaways Community Management IRL Activations