Dri-Pak - Social First & Campaign Content

20% increase in sales for Dri-Pak’s first-ever marketing campaign going social-first

The brief

Social First Content Creation for a 60-Year-Old First Timer

Dri-Pak is a 60-year-old heritage brand that had never run a marketing campaign. They came to us with a big ask: build brand love and boost sales.

Just as they were doubling their pack price. In a recession. Right after Christmas.

No small brief. But we delivered.

We honed in on a single-minded strategy: the most multi-purpose clean. From this, we crafted a bold, consumer-facing proposition: ALL YOU NEED FOR A WHOLE LOTTA CLEAN, and built a campaign rooted in social first content creation.

Why Social First?

Because it’s where attention lives. It’s where product stories turn into emotional connections. And it’s where we could make every second work harder.

We leaned into Dri-Pak’s retro green and red branding. Unashamed, proud, and distinctive in a sea of muted tones. Ideal for driving cut-through and boosting brand recall. Then we let the creative fly:

A series of playful, feel-good live action films with people hugging the products
Smart, satisfying demo films in miniaturised domestic sets
A hardworking media plan to deliver it all to the right audiences at the right time

Every piece was designed with social at the heart. Scroll-stopping visuals, attention-grabbing openings, and native-first storytelling that moved people from passive watchers to active converters.

Services

Strategy,
Production,
Media Planning,
Creative Development,
Social Media,
Video Production,
Post Production

Deliverables

60 videos optimised for paid social
18 stills
6 how-to videos for product launch

Results

Over 65M impressions
Over 300k clicks throughout the campaign
Achieved a CTR at 138% above industry average
Over 20% uplift in sales for three different products

How-To Videos for Product Launch

Dri-Pak launched three new products in June, Liquid Soda Crystals, Pure White Vinegar, and BiCarb Cream.

All of these will be launching in Home Bargains which is a big deal for the brand.

To assist with this campaign we produced a suite of how-to videos for their campaign landing page: https://www.dri-pak.co.uk/wholelottaclean/

Take a look at all of our Dri-Pak how-to videos below...

“Be The Fox have become trusted advisors and have expertly and elegantly challenged and refined our requirements. We always look forward to constructive debate and an awesome end product from Be The Fox. We share common values and Be The Fox’s high standards have helped us raise our own.”

Robert Fenton, Managing Director, Dri Pak