When we started posting meme content mixing in current trends, web culture, and Fruité juice, the enthusiasm was immediate: teens joined into the conversations we were creating.
Once the community started engaging with our content, we invited them to create with us. The goal was to turn a platform mostly used to distribute content, into a platform used to communicate and co-create with the community. We organized the Meme Master Games, a competition between some of the best creators. We also held a “meme gathering” with a Fruité for Christmas theme.
This commitment to the product and to the brand universe created around Fruité allowed us to identify top fans and co-creators. These engaged users would become the #FruitéGang, an ironic collective of influencers gathered and animated in a private and exclusive Facebook group. The enthusiasm around the group mobilized the community, and in turn helped us create humorous and authentic content around the product. The result was a truly collaborative and inclusive community management.