X-Plus: a social media strategy that roots an energy drink in urban culture
X-Plus is an energy drink made by Twellium Industrie, aimed at young adults. In a saturated market, the brand wanted to stand out with high-impact social communication in tune with local trends.
4 pays
Côte d'Ivoire, Burkina Faso, Senegal, Guinea
Key figures
The results at a glance
4 pays
Côte d'Ivoire, Burkina Faso, Senegal, Guinea
+8 000 000
accounts reached per month
+24 000 000
post impressions per month
2024 collaboration
01
Context and challenges
Facing fierce competition, X-Plus had to stand out with 16-30 year-olds, through social communication rooted in Ivorian urban culture.
02
The goals
Create a wave of national awareness around the drink
Drive strong interaction with 16-30 year-olds
Build a lasting influence strategy with artists, influencers and opinion leaders
Encourage user-generated content (UGC)
03
What we did
A creative concept built around energy and urban lifestyle
Casting and mobilising popular Ivorian artists: singers, dancers
Collaborations with well-known influencers and models
Short videos: challenges, freestyles, street interviews
Wide distribution on Facebook, Instagram and TikTok, with behavioural targeting
04
The results
Communication managed in 4 countries: Côte d'Ivoire, Burkina Faso, Senegal, Guinea
More than 8,000,000 accounts reached on social media per month
More than 24,000,000 post impressions per month
05
The added value
The campaign rooted X-Plus in Ivorian urban culture. Activating artists and influencers drove strong engagement and an emotional connection with the target audience.
In pictures
The campaign in pictures
The campaign's influencers
Teknoush
Deborah Blaka
Sind Ma
Expertise
Services involved
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