Case study
Gimber
One conviction has guided every decision: people don't watch ads, they watch moments.
Every format was chosen for its impact in a feed, not for how it looked on a brief.
Context
Gimber is a Belgian organic ginger concentrate with a clear ambition: become the go-to ginger reference on social media, across two markets, in two languages. Over multiple production missions, studio by socialsky created batches of social-native and paid media content covering the full funnel, from awareness through to conversion.
The core creative challenge? Breaking a stubborn perception. For many consumers, "a kick" means alcohol. Gimber had to prove you can feel something real and intense without a single drop.
Challenge
One conviction drove every decision: people don't watch ads, they watch moments. We structured the approach around three content pillars spanning the full funnel: positioning ginger as a premium star ingredient, showcasing Gimber in everyday rituals, and pushing conversion through paid-ready formats. Each batch was designed to work both organically and as ad content, with hooks built for the first three seconds and formats adapted per platform.
One highlight: a dedicated activation for the RTD can launch at Albert Heijn in the Netherlands, with concepts built around Amsterdam itself.
Solution
Every format was chosen for how it would land in a feed, not how it looked on a brief.
Street interviews, blind tastings, ASMR, food content, UGC face cams: each piece was scripted and shot to feel like content, not advertising.
Creator selection was central to the process, with distinct profiles deployed per market to ensure the brand landed naturally in both French and Dutch-speaking contexts.