At ZICO, we think life is better with a glass half-full mentality - so we created a unique content series to bring our brand philosophy to life.
Our goal by creating this "Life in Perspective" custom photography series was to differentiate ZICO beyond "the blue one" in the fast-growing and uber competitive coconut water category, boost brand love, raise awareness and grow our social following in the process.
Featuring custom photography that challenged visual norms and motivational copy, ZICO's "life in perspective" content series explores the ideas of growth, improvement, openness and learning to creatively demonstrate ZICO's brand personality. Beyond imagery that played with perspective, a key aspect of this campaign was to also give ZICO a relatable, friendly voice that made people stop and notice us. While it's fairly simple for brands to show their POV (hello, quotes!), we wanted to up the ante by pairing a "go you!" inspirational or thought provoking message with out-of-the-box creative visuals to really make a lasting impact.
Humble brag time: Since launching our "life in perspective" social content series, ZICO has seen tremendous spikes in growth and engagement, outperforming the coconut water category and industry in the process:
GROWTH: ZICO has grown 41% across social platforms since launch, gaining nearly 50% more fans than the total growth of all our competitors combined. Most notably during that time period, @ZICOcoconut grew 108% on Instagram, a platform known for hyper-visual storytelling where this type of unique photography really shines.
ENGAGEMENT: Our "Life in Perspective" posts received 130% more brand interactions (likes, comments, shares and mentions) than the average North American Food & Beverage brands, according to 3rd party Unmetric social listening report.
Beyond outperforming in growth and engagement, our work gained attention from well-known photographers, established brands and fans as ZICO's brand personality started to come to life more through this signature content series. (See our "props" mockups in the additional imagery for a teeny bit more humble bragging – just a little, we promise.)