Minute Maid Social 📈
Social is not dead. In fact, it is very much alive in a new way. And making gaining followers can only happen with real community, not just polished TV commercials. With Minute Maid social, we’ve tapped into everyday cultural behaviors that fans love.
Introducing the Juice Intern as a social content creator was genius. This allowed us to do UGC style “world building” and continues to be successful today. Even on Threads.
4.1 Million Views
Don’t be socially awkward
Don’t show up where you don’t belong like that one awkward dude at the cool high school party. Your brand should have an authentic place in peoples life and be relatable because social is fun. If you’re not making great content with a 2 second hook and using best practices for each platform, people will keep scrolling.
The average person spends nearly 2.5 hours on social media per day.
Gen Z averages over 4 hours per day and Tik Tok dominates where their time is spent.
While everyone was paying attention to the Winter Olympics, we held games of our own by sending the Juice Intern to face his fear of heights.
2.5 Million Views
Through social listening, we discovered a huge untapped Minute Maid audience in NYC who also love tattoo art. They were so obsessed with juice, that they were willing to put it in ink. So we partnered with famous NYC tattoo shop, Bang Bang, and offered FREE tattoos for our juiceheads.
Creating the Juice Intern Persona
It all started with an inside joke… what if we made a video mocking ourselves as the “social team?” Turns out, it was hack. We created the first Juice intern post mocking what a social media intern would do on their first day. It helped us break the 4th wall and people thought it was funny. That opened pandora’s box and we continued to feature Juice Intern content over and over.
But, it really allowed us to shoot our own content without showing our faces tbh. Lighting in a bottle.
Using Influencer and UGC Content
Everyone’s algo is different. Which is pretty rad. And because we eat, breathe and live social, we’re “always on” when a trend is popping off and respond to hop in at the right time. Working with the right partners who are just as passionate about social is critical to clients long-term brand success. Here are a few examples of how we’ve been doing numbers with Minute Maid collabs and partnerships.
Then, just in time for the holiday season, the Juice Intern decorated his tree the only way he knew how… with juice.
3.6 Million Views
Musician and pro skater, Dashawn Jordan, shows us exactly how he vibes with Minute Maid when skating around town.
3.6 Million Views
We love to showcase the hobbies of our Minute Maid audience in relatable ways. This video was all vibes and even featured a 🔥 track from our brand partner, Dashawn Jordan.
7 Million Views
Minute Maid is full of flavor and easily the best accessory for styling a fit to match. We collabed with NYC model and influencer, Karen Huynh aka karenfromig, to flex her drip for every flavor.
4.8 Million Views
Famous Tik Toker and comedian, Emily Zugay, makes posts redesigning brand logos. Minute Maid hopped in the chat and commented to which she replied we were being “whiney.” We quickly responded and she made a follow up video humorously redesigning the Minute Maid logo. To go even further, we decided and changed our Instagram logo to her redesign for 48 hours on social. People noticed. Our legal teams were NOT happy, but it was a hit. Even landed us an extra 10,000 followers overnight along with millions of earned impressions.
Minute Maid x Icebox
Lil Yachty
Lil Yachty is known for his chart topping music and his bold fashion takes. It was only right that Minute Maid would collab with him. Working with famous jeweler to many hip hop artists and celebs, Icebox, we partnered with Yachty to create a 1:1 iced out Minute Maid chain inspired by our flavors. Bling bling!
To let followers in on the action, we made custom Minute Maid x Icebox t-shirts and gave them away on social to surprise & delight 50 people.
Across Instagram and Tik Tok, we earned a total of 6 Million views 2.5x above benchmark and gained 2,000 new followers overnight.
