Hikkibiskus

Background

Hikkibiskus is a deliciously healthy and socially conscious hibiscus drink. The hibiscus flowers are grown by an all-women collective in Burkina Faso, led by the CEO’s mother, and transformed into a refreshing beverage in Sweden by her daughter.

Campaign Scope & Goals

• Designed a summer-focused Instagram reel campaign to increase brand visibility and discovery, positioning Hikkibiskus as a refreshing, feel-good alternative: a distinctive taste of summer for social moments with friends.

• The campaign reinforced where people could purchase and enjoy the drink in Stockholm, while inspiring on how to drink it and the people behind the brand to strengthen its origin story.

Approach

• Combined street-level, on-the-ground content with local café and creator collaborations to drive relatability and discovery.

• Tested longer-form and interview-based reels to deepen brand storytelling and highlight the people behind the product

results & 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.

The work helped validate long format and interview-based reel formats for engagement and activation through local collaborations , and was met with strong client satisfaction and enthusiasm to continue experimenting.