Project Overview
Barleycup, a Polish plant-based coffee alternative, approached SoBirds to elevate its social media presence and improve engagement within the UK market.
The brand’s existing content lacked consistency, visual coherence and native video formats, resulting in limited reach and minimal interaction.
We developed a content strategy built around authentic brand storytelling, real-life photography, short-form video (Reels) and trend-responsive formats. Alongside that, we introduced a regular influencer collaboration model — activating 1–2 strategic partnerships monthly to support awareness, credibility and community building.
Client:
Barleycup
Industry:
Health & Wellness
Services:
Content Marketing, Social Media, Influencer marketing
Goals: A Fresh Pour of Social Strategy
Refresh the brand’s visual identity and content approach on social media to better reflect the lifestyle and habits of health-conscious consumers in the UK.
Build consistent awareness and engagement through platform-native formats like Reels, real-life visuals and relevant storytelling.
Establish a structured influencer marketing approach, activating collaborations that strengthen brand trust, visibility and alignment with modern wellness trends.
Challenges: Standing Out in the Wellness Space
Engage the right audience in a competitive wellness and lifestyle market
The UK is saturated with plant-based and health-conscious brands — to gain attention, Barleycup needed a distinctive and relevant voice.
Test content formats to define a strong and authentic digital presence
From real-life photography to short-form video, we needed to identify which formats resonate with the brand’s audience and tone.
Secure meaningful influencer collaborations within a limited budget
Without big media spend, we had to approach influencer marketing with precision — selecting the right creators and building long-term value through organic partnerships.
The Strategy
SoBirds led the development and execution of Barleycup’s digital content and influencer marketing strategy for the UK market:
Defining visual and content direction tailored to a wellness-focused, plant-based audience
Creating a monthly content structure combining Reels, static posts and trend-responsive formats
Sourcing and managing influencers aligned with the brand’s values and tone of voice
Coordinating campaign timelines and influencer deliverables
Monitoring results and optimising performance continuously
Our approach combined strategic structure with flexible, creative execution. Influencer content was focused exclusively on Reels — short-form video designed to feel native, relatable and aligned with Barleycup’s calm, wellness-oriented positioning. Each activation was based on a concise creative brief, developed to ensure brand consistency while allowing creators to speak in their own voice. We partnered with carefully selected micro-influencers who resonated with UK audiences interested in plant-based living and mindful routines.
At the same time, Barleycup’s owned channels — Instagram and Facebook — followed a wider content rhythm. We implemented a consistent mix of formats: real-life photography, lifestyle tips, product education, and trend-aware posts. This helped build a coherent, recognisable presence while maintaining enough variety to keep engagement strong and messaging fresh.
High-performing influencer assets were repurposed in Meta Ads, allowing us to extend their reach and boost ROI through targeted paid support. This seamless connection between organic and paid content helped amplify results without increasing production demands.
Through this structured yet flexible setup, we created a sustainable content system that delivered visibility, consistency and relevance — even within tight budget parameters.
What We Achieved
Our strategy translated into consistent, measurable growth across both social platforms and influencer touchpoints. Content rooted in authenticity and real-life context helped us reach the right audiences — and convert visibility into action.
856,000+ video views across Instagram and Facebook
Strong engagement driven by influencer Reels, real-life visuals and content aligned with current trends
Dozens of comments, saves, and bio link clicks
A steady network of trusted micro-influencers
Valuable UGC (User Generated Content) used in paid Meta Ads
What's Next?
Thanks to strong results and consistent content performance, Barleycup decided to continue the partnership with SoBirds.
We are currently developing the next phase of the content and influencer strategy, expanding on proven formats while testing new creative angles to further strengthen the brand’s presence in the UK market.
Why work with SoBirds?
Barleycup x SoBirds collaboration proves that:
Effective social media and influencer marketing doesn’t require large budgets to deliver meaningful results
Visual consistency, platform-native content and clear creative direction drive engagement
Strategic partnerships — not one-off posts — build long-term brand value
With Sobirds, you gain more than just reach. You build relationships, community, and measurable business impact.