BEVERAGE
Case Study
J2O
@george_olney, @henryrowleyy, @hollyandbrookearehooked, @shabazsays
Posh Perspectives for the Ready-to-Drink
01
THE CHALLENGE
J2O, the UK’s number one adult soft drink, decided to launch a new range of Ready To Drink mocktails. Non-alcoholic options continue to gain relevance, popularity, and sales for occasions, parties, and restaurants, giving J20 a chance to expand its appeal to ever more occasions and people.
But as a brand associated most with families, they needed to drive visibility and attention among Gen Z students. So, with their new “mocko’s” positioned as premium, or ‘posh’, soft drinks for social occasions, they needed creators to bring their, ‘They’re well posh’ creative platform to life on TikTok. But how?
02
STRATEGIC SOLUTION
We know that Gen Z and Zillennials love to poke fun at the elitist lifestyle of the posh on social media, but the thing about poshness is that no one ever thinks that they’re posh.
Peoples’ understanding of what makes something “posh” is in the eye of the beholder, so we enlisted two types of creators: 1. Actual posh creators known for their luxury lifestyle content or privileged upbringings. 2. Non-posh, everyday creators, to see how they perceived “poshness.”
Through these juxtaposed lenses we’d get a wider range of posh-poking content, that’s also relevant to more audiences.
03
CREATIVE APPROACH
We chose from those two types of creators: the posh & the normies, all of whom had a View Engagement Rate of 6% or above i.e., those with above-average content that elicits likes, shares, comments with their communities.
Why two different cohorts? Because giving them different briefs ensured their takes on the idea of what’s posh resulted in completely different and original takes on posh in the resulting content.
Every piece was authentic to the creators’ natural content style and tone of voice eliciting an “is this an ad?” response. All vindicated in the average watch time: 10 seconds or higher per creator (an amazing achievement!)
04
CREATOR EXECUTION
'They're Well Posh' serves as the mocktail range's perfect tongue-in-cheek creative platform, and a call to action, embodying a premium product with a playful attitude. Breaking category norms by using humor would make the brand more relevant to a young adult audience, so harnessing comedy Creators was the golden ticket.
From @joshberrycomedy, a posh creator, delivering joke-a-second send ups of posh stereotypes to @george_olney hilariously imitating poshos, their mannerisms, and the things they say, the results were consistently funny and organically featured the product to maintain engagement and skyrocket recall numbers.
To reach broad swaths of our young audience, we seeded the content throughout TikTok, then amplified it with paid content for exponential impact.
05
SOLUTION (RESULTS)
From just six creators creating one TikTok each, we garnered 15.4 M views, 14.9M (paid) impressions, 201.5k engagements, and 1028 days total watch time. It produced outstanding outcomes like: +11.7% Unaided Awareness, 8% increase in Brand Recall, and an astounding 7% increase in Brand Favorability.
Overall the creator campaign contributed, as part of a wider integrated campaign, to the second highest period for sales of the Mocktails since the product line launched (21% growth compared to the pre-campaign period) and maintaining that healthy level ever since! Those’re well posh numbers.
