In an age where digital noise is omnipresent, Mixoloshe’s marketing strategy, spearheaded by Nicole, an intern with a flair for the dramatic, offers a refreshing glimpse into the power of innovative brand engagement. Let’s understand their (or rather, Nicole’s?) bold marketing strategy, where traditional marketing norms are not just bent—they’re obliterated.
With a simple yet compelling idea—smashing the product, a can of Mixoloshe cocktail—she has not only captured the imagination of hundreds of thousands but also set a new precedent in engagement-driven marketing.
What is up with Countdowns, Anyways?
Every hero’s journey begins with a challenge, and Nicole’s is to meet a follower target before a looming deadline to save her job. Nicole’s first post (on 13th of April) involved posting reels where she creatively destroyed cans of Mixoloshe (the very brand company she interns for!) in a rather elegant way. Her reel copies were the same- “(n) days remaining to prove to my boss that smashing this can is more effective than his entire marketing strategy.”
Have a look here:
Instagram posts links:
Her first post:
https://www.instagram.com/reel/C5tGVjXrwE8/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Other one in her series:
https://www.instagram.com/reel/C6LyyevrUwe/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA%3D%3D
In her captions, she kept on mentioning her followers’ target goals she ought to achieve or else she will be fired?!! Way to make us all feel for you, girl!
This approach of hers, inclusive of authentic narratives, a hint of angst for the corporate world and a subtle plea for sympathy from the audience transformed followers into cheerleaders, rooting for her success, creating a deeply personal investment in her campaign. As of this post, she escalated from 0 followers to currently 131k followers in less than a month!
Adding a countdown to her campaign did more than just track progress; it built (and continues to build) anticipation and urgency, compelling viewers to tune in daily. This clever tactic kept the audience engaged, waiting on the edge of their seats to see if today’s can-smashing would top yesterday’s.
The new way of brand building?
The campaign does an excellent job at exploiting the zeitgeist of modern internet culture, which values humour, behind-the-scenes access, and authenticity. By aligning with these values, Mixoloshe increases its cultural relevance, which is crucial for the brand’s identity and resonance, particularly with younger demographics who are sceptical of traditional advertising and crave genuine interactions over manufactured perfection.
Nicole’s approach humanises the brand, imbuing it with characteristics admired by modern consumers: cleverness, transparency, and a willingness to engage directly with consumer culture.
Infact, in one of her recent posts, she shared a screenshot of an email from her boss, promising her a promotion if she hits 500k by 6/10!
https://www.instagram.com/reel/C58epKHuBxo/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
The Fan Frenzy
The comments went from expressing hilarity to curiosity to showing support and now, her followers are knuckles deep invested, encouraging her and indirectly promoting Mixoloshe.
Transparency in Action: Her Strategy’s Superpower
One of the most engaging aspects of Nicole’s strategy includes sharing glimpses behind the curtain. Revealing brand traffic and statistics since her campaign’s inception helped validate her approach, showing tangible success and not just viral fame. This transparency is rare in traditional campaigns, where focus is often solely on the product rather than the process of marketing itself.
https://www.instagram.com/reel/C6Tdqmprq2a/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
https://www.instagram.com/reel/C6Pxav-rdDP/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Additionally, the following reel, in our opinion, is such a genius strategy where she has gathered a community around Mixoloshe single handedly!
https://www.instagram.com/reel/C6KvRzGrkdu/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
Mixoloshe Website Landing Page:
This approach not only disrupts the typical portrayal of products in marketing but also taps into a viral element that is often absent in traditional campaigns: raw, unabashed fun and a hint of rebellion.
A Delightfully Absurd Twist
Nicole’s intern-specific campaign has now garnered more followers than the official Mixoloshe brand itself. This humorous outcome highlights the unpredictability and charm of internet culture, where sometimes the most unconventional methods lead to the most spectacular successes.
Nicole’s bold strategy, characterised by its sheer cheekiness and disruptive spirit, not only achieved its marketing goals but also ironically positioned an intern-led side project as the main attraction over the established brand presence. This ironic success story adds a layer of comedy to the campaign, making it even more memorable and discussion-worthy among followers.
Community at the Core: Fan-Driven Content
Taking the campaign a step further, Nicole introduced a fan submission series, whose genius cannot be overstated. Here, fans mimic her by submitting their own videos of smashing Mixoloshe cans. This brilliant move not only amplified engagement but also leveraged user-generated content to boost brand recall and reach, fostering a vibrant community around the brand (Or is it Nicole The Intern community?)
(A fan submission that she posted on her story)
Mixoloshe Joining the Fray Amplified the Campaign
You might wanna have a look at Mixoloshe’s post caption and comments from her followers who have promised to take a stand for her, at whatever costs.
https://www.instagram.com/reel/C5y9l7cPm8I/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
