The Client
SHARK Energy Drink, a leading, vibrant brand when it comes to providing energy and flavour, has long become synonymous to summer and everything that comes with it: partying, activities, sports and gathering with your friends for a fun time. The brand aimed to enhance its visibility and appeal during the summer season, with the campaign’s primary objective being to positing SHARK as the ultimate choice for summer adventures and social gatherings, particularly targeting Gen Z and Millennials. By aligning the brand with the vibrancy and connection of summer, SHARK sought to elevate its presence and relevance in the market.
The Plan
To achieve these goals, we devised a social media and advertising strategy centred around the creative concept of ‘Summer Together’, which would further enhance the brand’s togetherness and capture the essence of summer as a time for shared experiences and energetic moments. We emphasised our campaign targets with a thematic summer photoshoot production, using both male and female models, to gather specific materials for our messaging, which were then incorporated with dynamic and electric AI-generated elements to make the visuals pop and stand out even further.
Additionally, our content strategy included producing AI–generated short videos and leveraging Instagram Reels to connect with our audience using current trends and sounds.
The Execution
The campaign’s execution involved a comprehensive approach to content creation and promotion. The cohesive and dynamic direction of both our visuals and videos created a fresh world for SHARK that accentuated the essence of togetherness with a modern, captivating and distinct approach. To further amplify the campaign, we launched a summer giveaway competition to drive more engagement and exposure among our audience. The brand also participated in summer events, which we also utilised to capture further video content that showcased SHARK’s energy and party-mode, as well as creating the design for a SHARK-inspired Wheel of Fortune that engaged audiences and attracted interaction.
Through coordinated advertising efforts on both Facebook and Instagram, we were able to capitalise on our targeted META audiences and meet our goals of maximising our reach, engagement and community building, ensuring that SHARK’s ‘Summer Together’ messaging would resonate far and beyond.
Results
Engagement
89K
Reach
267K
Impressions
613K
Clicks
2K
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