Genie Drinks are on a mission to make better-for-you fizzy drinks the new norm: 100% plant-based, no added sugar or sweeteners, packed with antioxidants and other little wins. Naturally tasty. Surprisingly good for you. Their supernatural sodas are what set them apart.
After designing and building Genie’s playful, punchy e-commerce site (which scooped a Web Excellence Award 🏆, thank you thank you), the brand tasked us with bringing that same energy to their social channels.
The goal? Build a joyful, health-positive presence that feels fun, not preachy, and that turns casual sippers into loyal fans.
Through thumb-stopping content with a straight-up, relatable attitude, we created a content strategy which built a fun, inclusive community of folks who want to live well on their own terms.
We start by defining our content pillars. Each piece of content we create is intentional and designed with a specific goal in mind, provoking in our audience a predetermined emotion or action. Nothing we do is random.
Next, we designed a set of custom Genie templates that translated across social. By providing consistent style to our content, we were able to showcase the vibrant Genie personality while making each platform and overall experience feel bespoke and on-brand. Fun animations and block colours meant our content really “popped” out in busy social feeds. Combined with natural lifestyle imagery captured in our in-house content studio, we created a carefully curated feed that looked both delicious and accessible.
Finally, we formulated an engaging short-form video strategy across both Instagram and TikTok, featuring bright visuals, popular trends and inventive kombucha recipes. Talk about our cup of tea! The aim was to create video content that looked natural and slotted seamlessly within the TikTok/Instagram scrolling feed while at the same time standing out, driving brand awareness and avoiding looking like an advertisement. We did this by utilising trending sounds and snappy transitions, all the while ensuring each video fell into one of our content pillars.
Audience, engagement and impressions all considerably increased while a strong community formed around our weekly giveaway, “Little Wins.” We gave followers a chance to win a special taster pack of Genie Drinks by sharing their “Little Win” of the week, following the account and sharing the post to their Stories. This not only pushed the brand out beyond our existing followership, it created a feel-good vibe around the brand and a welcoming presence across social media.
We’re excited to watch Genie’s social media platforms continue to grow, and are soda-lighted to see where the community goes next!
