Wildbrine

The Company

wildbrine is a nationally distributed fermented foods brand known for bold flavor and functional benefits. Over six years, social media evolved from a supporting marketing channel into a core brand engine—driving awareness, retail visibility, and community loyalty across the U.S. and Canada.

142%

total fan growth

across all platforms

2.3 to 10.5%

Engagement Increase

reflecting stronger content performance

128,523 to 1.24 million

Yearly reach expansion

year 1 to year 6

The Challenge

wildbrine came to the partnership with an active social media presence and an existing foundation to build from. The challenge was to carry that momentum forward expanding reach, strengthening content performance, and developing a scalable multi-platform strategy that could grow alongside the brand’s retail expansion and new product launches.

The Objective

To transform social media into a long-term growth engine—expanding reach, deepening engagement, supporting retail growth, and building a recognizable, trusted brand presence across multiple platforms.

The Solution

A phased, evolving strategy aligned with the brand’s growth over time—beginning with foundational content consistency and expanding into platform diversification, video-forward storytelling, paid amplification, and influencer marketing.

Key focus areas included:

Development of a distinct brand voice and consistent content calendar
Transition to a video-forward REEL strategy to increase discoverability
Paid boost expansion (200% budget growth) to support audience scaling
Platform expansion with the launch of LinkedIn and TikTok
Introduction of structured influencer programs (APEX → Target retail activations)
Cross-brand collaborations and retail-focused storytelling

The Results

Sustained Multi-Year Growth

Over six years, owned social channels grew 142%, with reach expanding nearly tenfold and engagement rates climbing from 2.3% to 10.5%, demonstrating consistent performance improvement—not short-term spikes.

From Static Posts to Video-Led Discovery

A shift to Reels and video-forward storytelling drove significant engagement growth—479% on Instagram and 618% on Facebook—positioning video as a core visibility driver.

Platform Expansion as the Brand Scaled

As wildbrine expanded its presence, social strategy evolved alongside it. New platforms including TikTok and LinkedIn were launched, ensuring brand relevance across varied channels.

Influencer Strategy Built from the Ground Up

Two years into the partnership, a formal influencer program was developed and executed. The original APEX program delivered more than 1.2 million in follower reach in its first year, leading to expanded retail-focused Target influencer activations that further amplified in-store visibility and brand awareness.