From Zero to
Cult Brand
Spark Energy, a natural energy drink startup, had zero brand recognition. We built a viral social media presence and generated 12M impressions in 6 months without paid ads.
Impressions
M
Followers
k
Engagement
%
UGC Posts
+
Unknown
Rohan Kapoor launched Spark Energy with ₹15L savings. The product was great (natural ingredients, no sugar crash), but nobody knew it existed. Red Bull and Monster dominated mindshare. He had 340 Instagram followers.
- Zero brand awareness in target market
- Can't afford traditional advertising
- Competing with ₹1000Cr+ brands
- No social media presence
Everywhere
We built a **Viral Content Engine**: partnered with 120 micro-influencers, created 400+ Reels, launched a UGC campaign (#SparkYourDay), and got featured on 15 podcasts. All organic—zero paid ads.
- 120 micro-influencer partnerships
- 400+ viral Reels & Shorts
- 2,400+ user-generated content posts
What We Did
Brand Positioning Workshop
Defined Spark's brand as "The Underdog Energy" for Gen-Z hustlers. Created a bold, rebellious visual identity. Developed a content playbook with 50+ viral post templates targeting gym-goers, students, and startup founders.
Deliverables: Brand guidelines, content calendar, visual templates
Micro-Influencer Army
Identified 120 micro-influencers (5k-50k followers) in fitness, productivity, and student niches. Sent free product samples. 78% posted authentic reviews. Average reach per post: 15k. Total cost: ₹2.4L (vs ₹40L for macro-influencers).
Tools: Upfluence, Instagram DMs, Manual outreach
Viral Content Factory
Created 400+ Reels and Shorts in 6 months. Formats: "Day in the life" with Spark, before/after energy comparisons, gym PR moments, study session time-lapses. 23 videos crossed 1M+ views. Avg engagement: 8.4%.
Tools: CapCut, Premiere Pro, Trending audio database
UGC Campaign: #SparkYourDay
Launched a challenge: "Show us your most productive day with Spark." Prize: ₹50k + 1-year supply. Got 2,400+ submissions. Reposted best content daily. Built a community of brand advocates who created content for free.
Tools: Instagram hashtag tracking, Canva for repost templates
Podcast Tour
Got Rohan featured on 15 startup and fitness podcasts (avg 20k listeners each). Shared his underdog story. Each episode drove 500-800 new followers and 200+ orders. Total reach: 300k+ listeners.
Tools: Podcast outreach, Media kit, Storytelling coaching
Community Building
Created a private Discord for "Spark Squad" (top 500 customers). Gave them early access to new flavors, exclusive merch, and direct line to Rohan. They became unpaid brand ambassadors, creating 60% of all UGC.
Tools: Discord, Exclusive perks, Monthly AMAs
6-Month Journey
Foundation
Brand positioning, visual identity, content templates, influencer list building, first 50 Reels created.
Influencer Blitz
Sent 200 product samples, got 120 influencer posts, first viral video (2.3M views), launched #SparkYourDay campaign.
Momentum
Podcast tour (15 episodes), UGC submissions exploded (2,400+ posts), Discord community launched, hit 50k followers.
Cult Status
85k followers, 12M total impressions, featured in 3 major publications, sold out 3 times, raised Series A funding.
The Results
M
Total Impressions
Across all platforms
k
Instagram Followers
From 340 in 6 months
%
Avg Engagement Rate
Industry avg: 1.2%
Key Achievements
- 12M impressions with ₹0 ad spend
- 85k followers (25,000% growth)
- 23 videos with 1M+ views each
- 2,400+ UGC posts created by customers
- Featured on 15 podcasts (300k+ listeners)
- Raised ₹8Cr Series A based on brand strength
"We went from 340 followers to 85k in 6 months. People now recognize our cans on the street. We've built a cult brand without spending a rupee on ads."
Rohan Kapoor
Founder, Spark Energy