How Bluecell and Green Cola sparked a digital rebellion on a budget — and won the crowd

‍The campaign: overcome a limited budget to outshine the big players

Green Cola, the Greek brand challenging the status quo of soft drinks, presented Bluecell with a major challenge: standing out with a limited budget in a market dominated by industry giants. To achieve this, it was essential to design a disruptive strategy that would spark conversations and strengthen its community.

The core pillar of the campaign was a human-to-human approach—reaching the audience through real people they already trust and enjoy following. Choosing an influencer who, beyond creating content on social media, took the experience directly to the streets was a game-changer. This approach allowed for an authentic and dynamic connection with the audience, bringing the product closer in a unique way. 

"Our strategy with Green Cola focuses on closeness and authenticity. It's not just about selling a product but about connecting with people who seek healthier alternatives without compromising on flavor. We want the brand to be part of their lifestyle, not just an occasional choice," comments Bluecell Community Manager Mireia Bosch.

Bluecell Strategic Accounts Planning Manager María Fernanda Arturo adds: “We found a space within the category to create a strategy focused on being a ‘cool rebel’ brand that connects with people. We defined its communication style, content pillars, and an entire philosophy that we apply to every action we take with the brand.”

Influencer selection: Finding the perfect voice: Charisma, credibility, and chaos (in a good way)

For this challenge, Bluecell faced a key question: How could it achieve so much with so little against giant competitors? We found the answer by partnering with two giants on our side: Kolsquare and Iban García (@ibngarcia, 601K followers Instagram).

Using Kolsquare, Bluecell conducted a detailed analysis of both quantitative and qualitative metrics, ensuring the selection of the ideal profile. This analysis allowed Bluecell to filter profiles based on key criteria such as:

• Brand affinity: The chosen influencer needed to be energetic, charismatic, and aligned with Green Cola’s values, such as rebellion and fun.
  
  
• Reach and engagement: Priority was given to a creator with a highly engaged audience to ensure organic interactions and real impact.
  
  
• Tone and communication style: The influencer’s content had to be fresh and approachable, capable of connecting both with their digital community and people on the street. 

To identify the right KOLs for Green Cola, we used Kolsquare, applying precise filters such as audience demographics, engagement rate, credibility score, and content category to ensure alignment with the brand’s values.

Beyond the metrics, we also conducted a qualitative analysis of the content, evaluating tone and communication style to ensure authenticity and a natural connection with the rebellious and conscious values of Green Cola.

"Kolsquare was key in streamlining our search for the right KOL. It allowed us to go beyond the numbers and truly analyze how influencers communicate, ensuring their tone matched Green Cola’s voice. This way, we were able to guarantee an organic collaboration that genuinely resonated with the audience," comments Mireia Bosch.

Campaign execution: From scroll to street, turning the Green Cola rebellion into IRL experience

The campaign featured a street activation where Iban García interacted with random people, challenging them to share their most rebellious moments while trying Green Cola. To boost engagement and ensure organic virality, Bluecell launched an Instagram giveaway with an irresistible prize perfectly aligned with the brand: a trip to Greece for two.

Bluecell and Green Cola chose Instagram as the main platform for the campaign, and targeted an audience of young people aged 18-30 interested in a healthy lifestyle, entertainment, and digital trends. The campaign faced several key challenges, including:

• Limited Budget: Despite having a limited budget, the goal was to achieve a significant impact by optimising investment and targeting the right audience. This required strategic planning and proper resource allocation to ensure maximum visibility.
• Differentiation in a Competitive Market: Green Cola was already established in the Spanish market as a healthier, sugar-free alternative to traditional soft drinks, but it faced the challenge of standing out in a market dominated by large, established competitors. The main objective of the campaign was to increase visibility, differentiate Green Cola from the competition, and deepen consumer engagement, particularly among those seeking healthier options for their lifestyle. This not only required raising brand awareness but also creating a strong emotional connection with the audience, encouraging them to integrate the brand into their daily lives.
• Generating Real Engagement: The goal was not just to increase reach but to foster genuine conversations and interest in the brand. Green Cola needed to go beyond a simple awareness campaign and ensure that consumers became more deeply engaged with the brand. This involved creating content that resonated with the audience and motivated them to become active participants in the brand’s journey.

Data driven impact: How Kolsquare helped drive campaign success

Kolsquare played a key role in optimising the strategy at every stage of the campaign through targeted influencer selection and detailed reporting and analysis that allowed real-time tracking and strategy optimisation.

"Kolsquare's reporting module allowed us to showcase the campaign's impact clearly and accurately. In addition to providing credibility with the client, it helped us improve efficiency in both time and budget," comments Bluecell's María Fernanda Arturo.

In the end, the results spoke for themselves:

✔ +258,000 views. Multiplied by 180 times the brand’s average

✔ +156,000 people reached. Reach multiplied by 100

✔ +3,671 likes. Multiplied by 100

✔ +345 saves. Increased by 150 times

✔ +8,313 comments. 3,000 times more conversation than ever

✔ +956 followers. Growth of +37.78%

Beyond the numbers, the campaign firmly positioned Green Cola in the digital conversation, driving brand awareness and loyalty. Kolsquare not only facilitated the selection of the perfect influencer but also enabled the measurement and maximisation of impact, proving the power of a well-executed strategy. 

"Tools like Kolsquare enable us to make data-driven decisions, ensuring authentic collaborations and tangible results for our brands," commence Bluecell CEO Ángel Sopeña.

Interest in the Green Cola brand increased significantly, with new collaboration requests from other creators and brands. Green Cola has taken a major step in its positioning—and this is just the beginning.

Want to learn more about how Kolsquare can help your challenger brand compete with the big guns? Book a demo with one of our influencer experts today!