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Four Loko needed to establish a presence and awareness in the UK and Irish markets across social media. They wanted to be as raunchy and bold as possible but also had to adhere to the social media guidelines that restrict alcohol brands.
As a risqué brand, Four Loko wanted to appeal to a younger demographic through their socials, so we knew we had to get on their level. We held a focus group to gain insights into how 18–24-year-olds interact with brands on socials and their overall preferences.
The overarching message from most of the group was that they didn’t want to be sold to constantly, so, we knew we had to interact with the Four Loko followers in the same way they would interact with their friends on socials.
Tapping into current meme culture was the most effective way to do this. We had professional meme makers on hand to ensure we were always current and reactive with our content. We did this by placing the Four Loko branding into trending memes and encouraging followers to send or share with their followers.
We created a full upfront strategy
of always on and organic content, paid
campaigns, community management
and content creation.We need to
produce authentic, collaborative and
edgy content, so our team of experts
created a structure:
Hygiene – Always on, tactical ‘pull’ content designed for the coreaudience.
Hub – Regularly planned and scheduled ‘push’ content in collaboration with the audience and influencers.
Hero – Large-scale, tentpole events or ‘go-big’ moments designed to raise brand awareness
