ABOUT

MAKING JUICEBURST THE MOST POPULAR DRINK IN SCHOOL

OVERVIEW
Juice Burst challenged Thumbstoppers to create a social-first campaign designed to live natively across platforms and sustain momentum over time. The work needed to prioritise entertainment and inspiration, while embedding Juice Burst subtly and credibly within the story.
Targeted primarily at Gen Z, the campaign was built to feel youthful, vibrant, and culturally relevant. Thumb-stopping visuals, emotional storytelling, and authentic, “feels real” production were central to the approach, all aligned with Juice Burst’s no-nonsense brand DNA.

EXECUTION
We created #NoNonsenseSkills, a talent-first movement celebrating real skill over follower count. Rooted in authenticity rather than influence, the campaign spotlighted individuals driven by dedication and passion, not visibility.
Led by Alice Lean, the three-month campaign centred around a hero film that put skill front and centre, using an energetic, against-the-odds narrative where the brand played a supporting role rather than the focus. Momentum was sustained through a curated mix of micro and macro creators across different Gen Z subcultures, alongside a talent discovery competition that opened participation to emerging creators and surfaced new voices.

OUTCOME
#NoNonsenseSkills evolved from a social idea into a large-scale cultural activation, demonstrating that authenticity-led storytelling can deliver both emotional impact and commercial scale within FMCG.

The hero film, running at approximately 60 seconds, achieved a 38 percent view-through completion rate, equating to over 1.6 million completed views. This level of retention for long-form branded content in fast-scrolling social environments signalled genuine audience investment rather than passive exposure.
The influencer layer acted as the campaign’s ignition point, driving early credibility and traction before the activity scaled across platforms.

Influencer-led performance
Platforms: Instagram and Facebook
Total influencers activated: 5
Overall reach: 1,222,030
Overall views: 1,194,337
Overall engagements: 1,482,067
Full campaign performance
Platforms: Instagram, YouTube, Facebook
Overall reach: 9,940,380
Overall views: 4,319,172
Overall engagements: 5,121,621

Delivering over 5.1 million engagements, the campaign achieved rare depth at scale, particularly within the FMCG drinks category where passive scrolling typically dominates behaviour. The results proved that culture-first, talent-led ideas can outperform traditional brand-forward campaigns when executed with clarity, restraint, and confidence.