Situation
MUG came to VaynerMedia for help to make the brand not just recognizable, but beloved, amidst a crowded canned drink landscape in late 2023.
With little brand loyalty to speak of – and with client partners that were ready to take risks and tap into an “unhinged” tone – we had an opportunity to make a large impact with limited budget.
Strategy
We ramped up our Strategic Organic Creative Model (SOC) on two priority platforms, TikTok and Instagram to drive awareness + relevance in the US using MUG’s mascot, Dog, as a focal point in content. We aimed to “speak meme” and use CasC (Comments as Creative) to enhance community management.
Results
- In the first quarter, we reached unprecedented growth across social and even influenced category growth, gaining rapid category growth compared to competitors.
- Garnered +1B social impressions and +500K social followers in the first quarter.
- Contributed to Double Digit Sales Growth vs primary competitor.
1 Billion
Social Impressions
+500K
Social Followers