Melona's UK fans were already doing the marketing. We gave them somewhere to gather, and engagement jumped 7,800% in two months.
Creative & Content
Social
Creative
Creator UGC
Social strategy & positioning
Channel & community management
The receipts ↓
150%
increase follower growth
2,650%
increase in views
7,800%
Engagement increase
The Challenge
Melona had already built an underground following in the UK. Creators were discovering it, tasting it, obsessively ranking flavours, and debating their favourites - all without the brand saying a word. The audience was already marketing Melona to itself.
Our job wasn't to create demand. It was to build the home for it, amplify it and give Melona a voice that matched the energy already there.
Our Approach
Built TikTok from zero, revived Instagram We launched Melona's TikTok presence from scratch while breathing fresh energy back into Instagram - both rebuilt around what their audience was already doing: short, snappy format, trend-jacking and user-generated moments.
Turned comments into strategy Every comment was an opportunity. We didn't just respond, we created content from what people were saying. When a trend fit, Melona showed personality. When someone debated flavour rankings, we leaned in.
Made content feel native In-house UGC style shoots gave everything a social-first feel that didn't look like brand content. We filmed real eating moments, recreation videos and the chaos of people sharing Melona because that's what happens when people love something.
Put product in the right hands Strategic gifting meant creators received ice creams that actually arrived frozen. Not a product dump but targeted partnerships with creators who would genuinely discover and champion Melona.
Crossed into adjacent culture A collaboration with Tajín paired Melona's sweetness with spice through co-created content and giveaways. A partnership with Skin Cupid connected Melona to Korean culture's growing footprint in UK culture.
The Results
In two months, Melona went from background noise to impossible to ignore:
8,000 engagements (up from 101 in the previous two months). An increase of 7,800%!
1.96% engagement rate - an active community, not passive reach
150% increase follower growth
2,650% increase in views (27x the previous period)
More importantly: the conversation that was happening in corners and comment threads became the centre of Melona's presence. We didn't invent the audience. We became the gathering place for it.
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