The Client
SHARK Energy Drink is a prominent brand in Cyprus known for its high-quality and innovative energy beverages. Despite its established presence, the brand aimed to amplify its sales throughout 2023 within the Cypriot market. With a desire to reinforce its position as a leading choice among energy drinks, SHARK sought to enhance its online visibility and engagement while expanding its market share and brand recognition.
The Strategy
The overarching social media strategy for SHARK Energy Drink revolved around maintaining a robust online presence that effectively communicated the brand's core pillars: premium quality, entertainment, innovation, functionality, and connectivity. By recognising the importance of resonating with our young target audience, mainly through Instagram, we sought to be present and vocal about their main interests to appear relatable, approachable and appeal to the tastes and preferences of our main consumers. We focused on the following elements:
- Brand Attributes: emphasise the premium quality, amusing nature and innovative features of the brand
- Functionality: highlight the natural caffeine, diverse flavours, and zero sugar option to cater to health-conscious consumers without compromising flavour or nutrition
- Connectivity: engage with the target audience through captivating content creation that would foster meaningful and relatable “SHARK moments” that would also build a sense of community and belonging
The Execution
The execution of the strategy involved a multi-faceted approach aimed at revitalising SHARK’s brand image and reinforcing its appeal to the target demographic of Gen Zs and millennials. The main element of the execution was to introduce our audiences to a whole new creative campaign and fresh visual approach, under the umbrella of “Time For Energy”, which served as a unifying theme across all communication channels, both online and offline, to help establish the brand as a vibrant and energetic beverage of choice.
Ultimately, our best assets were to organise extensive lifestyle photography and the expansion of our video content creation. Our production for static content was mainly focused on capturing the spirit of the summer as the ultimate energy booster, with the SHARK cans and flavours being prominently displayed, with a hand holding them at all moments, to resonate a strong bond and a constant reminder that SHARK’s energy can be by your side at all times.
Our photography settings also included gym environments, adventurous outdoor pursuits, sports activities and gaming, to enhance the brand’s appeal among our target audience.
Similarly, our video content creation approach was more dynamic, vibrant and animated, with the cans remaining the protagonist, as we capitalised on real-time trends and audio that would capture the attention of audiences on the spot. We incorporated adrenaline-induced scenarios, spirited scenes, and relatable lifestyles that were tailored to meet our main users’ needs and preferences, and primarily capture their attention and engagement.
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