Hikkibiskus

Context

Hikkibiskus is a deliciously healthy and socially conscious beverage brand rooted in a women-led supply chain, with hibiscus flowers grown by an all-women collective in Burkina Faso led by the mother and transformed into a refreshing drink in Sweden, by the daughter & CEO.

The campaign focused on strengthening brand discovery and cultural relevance in Stockholm, positioning Hikkibiskus as a feel-good, social drink while deepening connection to the people and values behind the product.

Approach

We developed a summer-focused Instagram campaign designed to balance brand visibility with storytelling depth.

The campaign combined

• street-level, on-the-ground content

• local café and creator collaborations

• longer-form and interview-based reels

This allowed the brand to show up in real social contexts, how people drink it, where they enjoy it, and who is behind it, reinforcing both discoverability and origin story.

Outcome & Learnings

The campaign served as a testing ground for new content formats for Hikkibiskus, whose existing following showed low engagement due to earlier competition-led growth.

Collaborative reels and street-level content performed particularly well, with some videos reaching up to 200% higher views and increased interaction through comments, shares, and saves.

Beyond metrics, the work helped validate:

• longer-form and interview-based formats as effective storytelling tools

• local collaborations as a meaningful driver of engagement and discovery

The campaign was met with strong client satisfaction and enthusiasm to continue experimenting with these formats moving forward.