INTRO
How we helped a beloved 90’s brand make millions of new friends.
Clearly Canadian had just been brought back to life by a crowdfunding miracle. They needed a social media strategy that could speak to their core audience and win over a whole new generation.
The ask:
Re-launch Clearly Canadian’s social media presence with a nod to legacy fans and a giant hello to future friends, driving massive growth and awareness.
The challenge:
Having nostalgia on your side is a huge asset, but it’s not an automatic win. In order to leverage all the opportunity of organic social, our strategy and content had to tap precisely into a collective of core memories, and give people something worth engaging with.
The plan:
To celebrate the revival of this nearly lost brand, we had to thank the die hard fans who cared enough to make this dream a reality. The powerful sincerity of “We love you back” drove every creative decision, and led to content that resonated so much with our audience, they shared it with everybody.
THE TLDR
CORE AUDIENCE UNLOCKED
Our team poured through mountains of data, leaned into the juiciest insights, and turned this reboot into exponential growth across social platforms.
%
+Followers
Engagement
Reach
Watch our Showreel
NOSTALGIA
Introducing an Icon
Nostalgia is a term reserved only for the memories that make you feel good. People’s experiences with Clearly Canadian are so rooted in a moment in time, we could only celebrate this comeback with some proper throwbacks.
MOCKTAIL CONTENT
A Modern Twist
Mocktail content has been steadily surging for years. But Clearly Canadian had missed its shot at being part of the conversation, until now. Our content calendar has a steady cadence of mocktail recipes — from videos to illustrated recipe cards and more.
Clearly Canadian’s audience is obsessed with finding new ways to enjoy the beverages they love — and we’re obsessed with helping them!
VISUAL FLAVOR
Vibrant studio photography added touches of to the feed
BRAND AWARENESS ON A BUDGET
Influencing influencers
Growing our audience beyond the loyalists was crucial, but costly. We skipped the traditional budget-killers like paid social and partnerships, and designed a plan to tap into micro communities on social media to create new growth loops for the brand.
Our influencer program started with a meticulously curated list of 50 creators. We sent them PR kits that were thoughtful inside and out, and saw them turned into earned media that carried the brand to millions of new potential fans.
In just 60 days, they posted 100 pieces of content, reaching a potential audience of over 13.5 million - all with $0 spent on partnerships.
GIVEAWAYS
Give & Get
Bold moves need high-impact strategies. We knew that sparking engagement would amply visibility, and create more opportunities for our community to connect with the brand.
A NEW AUDIENCE
Reaching Gen Z
After galvanizing our Gen X and Millennial stalwarts, we began expanding our reach to Gen Z with a four-pronged strategy that leveraged aesthetic content, iconic ideas of nostalgia, authenticity and tons of research.
ENGAGEMENT
Everyone has entered the chat
It’s not an official metric, but when you have to build a custom AI chatbot to keep up with the steady stream of engagement, it’s safe to say the approach is working. This was key to keeping the conversation and the community stoked.
WRAP-UP
In a world of impersonal brands, we wanted Clearly Canadian to be the ones making meaningful connections with their social media communities. We loved this work so much, it was impossible to decide which pieces to showcase here. What you see is the result of painstaking curation and a measured approach that we might never stop changing our minds about.
“Yellow House is by far the best social media agency I’ve worked with. Period. The team is strategic, consumer-oriented, creative, passionate, and “always on”. They are scrappy and stretch our budget while leading all platforms and content creative. I highly recommend the Yellow House team to transform your social media and influencer strategy activation.”