DIGITAL MARKETING
BEVERAGE

Taking April Fools' Day to a New *NSFW* Level

We cut the nonsense and went extremely back to the basics on 4/1. Only cans.

Overview

We broke the April Fools' day mold, bringing to life Angry Orchard's fun-gry online personality by following through on our threat to turn our social channels into a VERY NSFW Only Cans page—because we weren't jerking our fans around this April Fools'.

Only Cans logo
Angry Orchard can on red sneaker
Angry Orchard pouring
Crushed Angry Orchard
Dripping candle wax on Angry Orchard
Opening Angry Orchard
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Our Approach

From a spicy photoshoot populating 20+ in-feed Only Cans posts, to hosting a 4-hour risqué Instagram livestream, we took an April Fools' joke and made it as real as it gets.

Results

The primary goal? Confuse & delight our audience, entice them to engage with our channels, and tune into our livestream. Across this 24-hour period we generated 53.2K combined in-feed and story views, 3.2K combined in-feed and story engagements, 200+ new organic followers, and a 6% engagement rate.

53.2K Views

3.2K Engagements

200+ New Followers

6% Engagement Rate

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TL;DR