SunnyD

We all remember the SunnyD commercials from the 90's (sorry purple drink), but fast forward 25 years and this nostalgic orange beverage needed to win favor with a new generation of young people.

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Our strategy revolved around developing a highly authentic brand that resonated with Gen Z while reminding Millennials of the good ol' days. This meant developing a quirky but relatable personality and rolling up our sleeves to spend significant time in the feed to understand our target and create ongoing opportunities for them to engage with SunnyD.

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​Our efforts tripled down on community management where we engaged in back-and-forth's with individuals, hopped into trending conversations, and created opportunities for followers to showcase their own creativity and brand love.

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The result was a deep bench of brand fans/UGC creators and an enormous amount of earned reach and engagement.

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Results:

• 273,00 new followers across Instagram, TikTok, Threads and X during my tenure on the account (June 2020 - April 2025)

• 9,552,447 organic impressions across Instagram, Threads, X and Facebook in FY'25 (not including TikTok)

• 355,327 organic engagements across Instagram, Threads, X and Facebook in FY'25 (not including TikTok)

• MarCom Platinum Award for Social Engagement

• Shorty Award Audience Honor: Community Engagement

• NACS #1 Brand for Fan Engagement across Facebook, Instagram, Twitter and TikTok for 2022 and 2023

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