Global beverage brand Pepsi has long been associated with the biggest moments in sport. To bolster that association, Pepsi asked Fabric to create a social campaign to support its Champions League partnership, bringing the brand to a new generation of consumers via social media.
Over the course of a three week campaign, we delivered over two million views of Pepsi Champions League content on social media, far exceeding the expectations of the client. As a result, the campaign was extended from the 2021/22 season to include 2022/23.
In an effort to build brand love for a famously no-frills business, Ryanair asked Fabric to create a completely new social strategy.
As Twitter was where Ryanair typically received the most negativity, this was our key focus. By commenting on trending social and cultural conversations, we gave Ryanair a personality built for social media – witty, relatable and quick off the mark.
In less than three months, we took Ryanair’s Twitter from a customer complaints hub to a vial sensation, delivering hundreds of thousands of likes and retweets per post. Within a few weeks, we caught the attention of the press, with tabloids and broadsheets alike commenting on the power of Ryanair’s Twitter presence.
The success of this strategy, and of the tone of voice we had developed for the brand’s social presence, has not only made them a superstar in the world of branded social media, but now informs most of its digital content.
Iconic UK brand Greggs partnered with Fabric to deliver strategy and content creation for their key social platforms.
Whilst this partnership has achieved, and continues to achieve, numerous successes, a recent example which we’re particularly proud of is our Greggs x football personalities thread.
In response to a mini brief to deliver football focusses Twitter content, we created a thread which matched Greggs products to their football counterparts. This thread resulted in 70,700 likes, 6,700 RTs and over 150 pieces of media coverage.
Global language learning app Duolingo has spent the past year building their brand via social media. A core part of their strategy for this has been to leverage major cultural events as an opportunity to create widely shareable content.
As part of this strategy, Fabric live tweeted the World Cup on behalf of Duolingo. This campaign was a watershed for the brand, who had previously not engaged with the online football community and the discourse surrounding it. By tapping into the specific humour of this group, and joining the conversation at the right time, and in the right way, Fabric delivered over 10 million impressions for the brand over the course of the tournament.