Naked Smoothies

Naked needed a social presence as chaotic and culturally fluent as the brand itself, one that could flex across TikTok, Instagram, and multiple product ranges without losing its voice.

We built Naked's strategy around a deliberately "unhinged," meme-native tone, plugging into whatever culture was already talking about, from the Grammys to England's opening match, with proactive community management turning engagement into genuine conversation. 

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When Naked Fibre launched, the same personality-led approach carried into new territory, tapping into "fibremaxxing" trends and niche creator communities. 

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At Hackney Half, we embedded the brand into race-day rituals with fast-turnaround, social-first content, turning a single event into a wider community moment.

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The always-on approach built a steadily growing, engaged community, proving the humour-first strategy worked month to month, not just around big moments. 

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When Hackney Half arrived, that same strategy flexed instantly: with just 3 creators, the campaign delivered 968K impressions (+123% vs. estimate) and 554K engagements, nearly 20x KPI.