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Launching 6 new juice flavours in the UK for the first time, Don Simon wanted to use social media as their main source of marketing. Through an innovative social strategy, we gave the brand a new look and feel.
Don Simon are a household name in Spain, being one of the country’s biggest juice companies, so we had to make sure we effectively brought this juicy fun to the UK.
First, we had to establish the brand’s guidelines, tone of voice, art direction and social strategy. We created a design system so that we could be just as creative with reactive content as we were for planned. The suite allowed us to be responsive with our content - placing our brand logo and imagery into just about any post we needed within minutes.
We then turned our attention to finding the right communities to interact with. Our social media exec dedicated time and resource to community management to find niche groups to connect with, following certain hashtags and accounts to stay up to date.
We discovered Don Simon’s four main communities were:
Parents
Bargain hunters
Cocktail lovers
Mocktail drinkers
To resonate with these communities, we needed to offer our followers an account that wasn’t just about sales, we needed to give our followers juicebumps. So, we decided to sprinkle it with humour, excitement, and educational content.
We did this through reactive on-trend memes, surprising followers with giveaways and competitions, offering tips, tricks and exciting recipes, and also repurposing UGC to create a strong sense of community.
We also used TikTok to grow the brand’s awareness and community. We worked with comedy content creator Ben Wardle on Don Simon’s first TikTok campaign, reaching 2.5M fans.
