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Sun Pacific Case Study

Reviving reach and record engagement for Cuties

Meet our client 👋

How we helped

  • Organic Social

links

https://sunpacific.com/

Industry

Production (of citrusy smiles)

Reviving reach and record-levels of engagement for two legacy brands you love by bringing back the joy, embracing the weird, and testing everything.

p.s. I know this is consumer-y but technically they’re B2B2C, so let’s go with that.

Cuties social content mockup

Behind every great post is a plan.

Here was ours.

About Sun Pacific

Company background

Sun Pacific is a produce powerhouse, but you probably know them as the folks behind beloved brand, Cuties. They produce oranges, tomatoes, grapes, clementines, kiwi, and tree fruits, shipping more than 75 million boxes of fresh fruit sold each year.

Cuties social content mockup

PLAN TO SUCCESS

Project brief & challenge

Sculpt worked with Sun Pacific to elevate the social media content, amplification, and engagement strategy for two of their popular brands, Cuties citrus fruit and Mighties kiwi fruit. Our brief? Keep the brand relevant and top-of-mind with customers year-round — while supporting nationwide B2B sales goals with retailers.

The Cuties brand accounts had fallen flat, and still focused on traditional, ‘kid-friendly snack’ positioning despite being the most recognized clementine brand with a wide audience. The social media calendar focused on branded graphics surrounding holidays and seasons. With no paid social advertising, reach had stalled. Mighties lacked a clear strategy and effort resulting in minimal engagement.

THE GAMEPLAN

The approach

Sculpt introduced a new content series, refreshed brand personalities, and seasonal activations based on discoveries uncovered from social listening. Our approach was brand and channel-specific, and included creating the “cutest corner of the internet” for Cuties fans on Facebook/Instagram— a bright spot in a divisive place.

For Mighties, their mischievous-looking mascot became our inspiration for a fun brand voice.

When your brand has high brand awareness, your strategy needs to shift. So we asked:

What wouldn’t they expect from us? Off we went.

PROJECT RESULTS WITH SCULPT

Key results

Sculpt reversed an audience decline and contributed to a substantial lift in YoY social and business KPIs across the board in year one (and onwards).

Highlights included:

👉 27,000% growth in Instagram reach
👉 33+ million impressions across channels
👉 Triple-digit growth in reach
👉 75% growth in followers on X
👉 All while using only 50% of the allocated paid budget.

Throw in some unexpected celebrity moments, an official Disney partnership, and lots of surprise and delight, and you have an uber successful year one on social.

SUCCESS FOR THE FUTURE

Impact

Our top-performing ads began life as organic posts. Paired with amplification they reached an additional 2+ million Cuties shoppers with a low CPM.

SOCIAL MEDIA MARKETING SERVICES

Professional Services

For professional services, reputation is key.

Our social strategies aim to showcase your expertise, build your thought leader profile, and put your brand front and center in competitive markets.

Social Strategy Breakdown

An integrated approach to content, channel, and paid.

CONTENT STRATEGY

UGC, helpful tips, delicious product shoots, and gamification formed the base of our content strategy.

For Mighties, we leveraged mascot "Fuzzy" to make content that was playful, relatable, and just a teeny bit unhinged.

We served our community dozens of trending prompts and personalized memes to keep things fresh.

channel strategy

Our approach to copy and community management shifted with the channels. On Facebook, we had a community of shoppers 500,000+ strong to entertain, skewed towards older women. We kept a playful tone and mixed in lots of "we ask, you answer” content which lifted response rates. On X, we monitored untagged brand conversation and engaged directly to create surprise and delight moments.

embracing paid

Since the “on-season” for Cuties ramps up during October-November and ends in the spring, we designed our paid media campaigns to match.

While low season focused on organic social media engagement, the on-season activities paired content with paid media to amplify top-performing posts to over 2 million customers nationwide via Meta and X advertising.

We made it our mission to bring back the joy, embrace the weird, and test everything. 

Ready to grow? We're ready to go.

Fair warning: we're big fans of smashing goals. Can we take a swing at yours?

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