How Innocent blends the juiciest social media smoothies

Step 1: What was the business goal?

Of course Innocent wants people to buy their products, so they post eye-catching, colourful images to tempt customers’ taste buds. But they also want customers to back their charity and ethical agenda.

Track your own business goals in the Maybe* platform.

Our boss: "We're halfway through January and you still haven't posted about our tasty dairy free range..."

Us: "Why would we do that?"

Boss: "It's Veganuary..."

Us: "So?"

Boss: "Our tasty dairy free range is vegan..."

Us: "Is it?"

Boss: "YES."

Us: "Oh." pic.twitter.com/hDFxwnkTId

— innocent drinks (@innocent) January 14, 2021

Step 2: Telling the Innocent story

Innocent’s story shines through all of their content. They are all about keeping things simple, light-hearted and fun, but with their finger on the pulse of current affairs and getting the perfect mix of product promotion and laugh out loud humour.

They regularly raise money for good causes through their content, as well as spread awareness of environmental and sustainability issues, and promote health and wellbeing. They do all of this in their typical humorous and engaging way.

You can replicate this approach. If you have a charity that you support or social causes close to your heart, ensure that that comes through in your content.

 

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A post shared by innocent (@innocent)

Step 3: What does Innocent want its audience to do?

Innocent want people to feel good about its content, engage with it and share it. It posts a wonderful mix of one-liners, colourful product pictures and content from other feeds, all within an on-brand tone of voice. A love of animals shows across its feeds and the business shares cute pictures of team pets as well as animal content from other feeds.

The company’s approach consistently motivates customers to engage and share its content.

You can mimic this approach yourself by making things personal and introducing your team members. Help customers get to know the people behind your brand so they feel like they’re sharing and supporting real people and not just a faceless brand.

The Maybe* See What Works report for Innocent showing the content and engagement with it

Step 4: How does Innocent engage with customers?

Innocent knows how to put its efforts in the right places. It is very active on Twitter, generating bags of engagement and conversation through humour, product images and one-liners. One-to-one conversations might mean less reach, but they create deeper relationships and demonstrate that they take customer relationships seriously.

It recognises that Instagram is the perfect place to showcase its colourful products, but also successfully injects humour into the feed too, something that can be tricky to do on Insta. Couple that with some adorable animals, and you’re on to a social media winner.

Innocent gets the mix on Facebook spot on too, sharing a balance of eye-catching pictures and humorous text to get people engaging.

This simple one-line tweet received over 2.6k engagements. How can you do the same? What’s the secret recipe? Post great content, make some of this current and topical and then engage, engage, engage using Maybe* Engage.

We regret to inform you that it is still January.

— innocent drinks (@innocent) January 27, 2021

The Maybe* Engage view showing Innocents posts and comments they can re-engage with

Step 5: Who does Innocent want to engage?

Innocent’s customers are likely to span many demographics so they aim to reach a wide audience.

The Maybe* Influencer Report shows them who’s creating the most content about their brand so they can engage with those customers.

You can replicate this by building relationships with the influencers in your conversation via Maybe*. Start by simply liking or sharing their comments, or be bold and dive straight into a conversation.

The Maybe* Who’s Got Influence report showing the conversation influencers creating the most content about Innocent in January