GROWTH HACKED: How Mixoloshe’s Instagram strategy made them an Instant Hit!

Brands struggle to stay relevant on social media these days, people are done with seeing the same stuff on every brand’s social media page. By the same stuff I mean the following:-

1. random influencer/celebrity using the brand’s product
2. festive posts
3. new deals and offers they are running
4. replicating any new trend which comes up

But Nicole the Intern (or the team working for Mixoloshe, a brand which sells canned non alcoholic drinks mostly mocktails) had something unique in her mind, and what they did stood out, making their efforts a success, leading to record sales, making their brand viral on the internet! This was really a blue ocean unexplored by brands till now. It all started when this video was posted on Nicole’s page. With the caption : If I don’t hit 500k followers by 6/10 I’m fired 🥴

Given Nicole’s efforts, an army of followers was soon created who also started buying cans, and posting their own smash videos. Here is a table showing how both the pages gained in terms of followers. It was just 6 weeks ago, the first video was posted, and in just the last 26 days the page has reached it’s target.

Here is also a snapshot from Google Trends, how the brand started gaining interest in search results since the campaign began, While it’s difficult to measure the exact business impact, the increase in organic reach and popularity is evident.

The spike in interest shows that the campaign has boosted the brand’s visibility, potentially translating to substantial value!

It was just today, that they reached 500k followers, ensuring that Nicole not only gets her job saved, but also gets a promotion. It’s great to see something unique coming out from a brand, and getting such traction on social media, and that too organically. Hope brands and their social media teams, take this as an example to up their game!