Four Loko is a line of RTDs with unconventional flavours that really pack a punch. What started out as a bold idea among friends in the USA, has grown into a global brand. In April 2021, Four Loko launched in the UK and Ireland, and they brought Together along for the ride to help them establish a presence on social.
Together were tasked with creating and executing as 12-month social media strategy, including always on/organic content, a two-tiered paid strategy, content creation, copywriting, community management, reporting and full account management.
As a bold and risqué brand that really wants to push the boundaries, Four Loko wanted to appeal to a younger demographic through their social channels, so we knew we had to get on their level. We held an in-person focus group to gain insights into how 18-24 year-olds interact with brands on social platforms and ultimately, what they’re looking for in a brand.
The overwhelming response from the group, was that they don’t want to be sold to constantly. They want to interact with Four Loko in the same way as they would their mates and not just your standard brand page. So, we knew we had to channel this into our strategy and position Four Loko as a relatable, authentic and humorous ‘mate’.
Our team of experts created a structure to enable us to produce genuine collaborative and edgy content.
Hygiene – Always on, tactical ‘pull’ content designed for the core audience.
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