Koko Kanu - Creative & Social Media
Koko Kanu had the foundations to reimagine coconut rum, but now it’s time to take it to the next level.
As the UK’s only full-strength coconut rum, Koko Kanu, wanted to capitalise on its on-trade popularity and looked to get extend its influence by securing listings nationally in the grocery and convenience channels.
To do this, how the brand presented itself through social media was the central focal point from which everything would flow.
Our strategy was created based on three principles:
The Brand DNA
Communicate the brand’s heritage and credentials of its superior taste through its internationally recognised rum-making processes.
Consumer Wants
Our research led to focussing on the notion of ‘escapism’ - escaping the regular bars that you go to – give them new and cool bars that make people want to go there. Which intern fulfils the intrinsic need to escape the norm but provides extrinsic wants of sharing new and exciting places.
Future Brand Growth
Insight from our research highlighted that the pillars of travel, leisure and luxury resonated with our target audience the most, and we looked to tap into these interests.
With this in mind, we turned Koko Kanu into a ‘content machine’ tapping into these motivators, interests and emotional tones and created a range of content series around cocktail recipe videos, image library shoots and lifestyle creatives, amplified through owned, earned and social advertising.
Our work resulted in not only a bank of 160 custom images but an engagement rate of 10.9% for organic and 18.2% for paid advertising, with a month-on-month 35% increase in followers and fans.
Ultimately, we helped them to become stocked in Sainsbury’s, Morrison’s and Waitrose.
We supported our social media efforts through an influencer campaign. Find out more here.