Platform Strategy
| Platform | Role | Frequency | Primary Audience |
|---|---|---|---|
| Brand building + stockist showcase | 5x/week | Consumers + buyers | |
| TikTok | Discovery + virality | 3x/week | Under-35 health-conscious |
| Trade credibility + B2B | 2x/week | Buyers, distributors, press | |
| Community + local reach | 3x/week | 30-50 demographic |
5 Content Pillars
1. Product (30%)
What's in the bottle. Flavour profiles, nutritional facts, ingredients, new flavour teasers.
- "Blood Orange & Turmeric: bold citrus meets golden warmth."
- "Less than 3g sugar per 100ml. We checked."
- Pour shots, bottle flat lays, ingredient close-ups
2. Provenance & Process (25%)
How it's made, where it's brewed, the team behind it. Irish-made credibility.
- "Brewed in small batches in Sallins, Co. Kildare"
- SCOBY culture footage, brewing day BTS, filling line
- Barry in the facility, the team at work
3. Stockist Spotlight (20%)
Every venue that stocks ProKulture gets featured. This is free content AND a sales tool.
- "Now stocking at [Venue Name], [Location]" with product-in-situ photo
- Tag the venue. They reshare. Their audience discovers ProKulture.
- End-of-week roundup: "New this week: 3 more Dublin venues"
4. Lifestyle & Moments (15%)
ProKulture in real life. Post-workout, brunch, office desk, evening in, picnic.
- Not wellness-guru imagery. Normal people, normal moments.
- "Monday morning sorted" with a bottle at a desk
- "Friday evening. No hangover tomorrow." with a bottle at a pub
5. Education & Health (10%)
Gut health, kombucha benefits, organic certification — light touch, not preachy.
- "What's the difference between organic and 'natural'?"
- "Prebiotics vs probiotics — a 30-second guide"
- "Why we got certified by the Irish Organic Association"
Content Calendar: Week Template
| Day | Platform | Pillar | Content Type |
|---|---|---|---|
| Monday | IG + FB | Product | Flavour feature (carousel or reel) |
| Tuesday | TikTok | Process | BTS brewing / production clip |
| Wednesday | IG + FB | Stockist | New stockist announcement + photo |
| Wednesday | Trade | Stockist/business growth update | |
| Thursday | TikTok | Lifestyle | "How I drink ProKulture" or taste test |
| Friday | IG + FB | Lifestyle | Weekend lifestyle shot |
| Friday | Education | Industry insight or health stat | |
| Saturday | IG Stories | Product | Poll: "Which flavour is your go-to?" |
| Sunday | TikTok | Education | Quick health fact or myth-bust |
Instagram Content Types
Feed Posts (3x/week)
- Clean, bright, on-brand. Product + natural light.
- Carousel format for product education or stockist roundups.
- Consistent grid: alternate product shots and lifestyle.
Reels (2x/week)
- BTS of brewing, delivery day, stockist visits
- "Watch me drop kombucha to Dublin's coolest cafes"
- Trending audio with product B-roll
- Taste tests (hand a bottle to a stranger)
Stories (daily)
- Morning: poll, quiz, or "this or that" (Blood Orange vs Ginger?)
- Midday: repost stockist content, customer photos
- Evening: "grab a ProKulture tonight from [stockist]"
TikTok Strategy
Tone: Unpolished, authentic, quick. Not a brand account — a founder's account.
Content that works:
- "I brew kombucha in my facility in Kildare. Here's what 10,000 bottles looks like."
- "POV: delivering organic kombucha to cafes across Dublin"
- "Things they don't tell you about building a drinks brand"
- Reaction videos to other kombucha brands
- "Tasting every kombucha in Aldi — which one wins?"
Posting rhythm: 3x/week minimum. Batch-shoot 5-10 clips on one day.
LinkedIn Strategy
Purpose: Build trade credibility. Reach buyers, distributors, food industry people.
Posting as Barry (founder account):
- "We just onboarded our 50th stockist. Here's what I've learned."
- "The functional drinks market is growing 22% YoY. Here's how we're positioning."
- "Building a consumer brand with zero funding — week 12 update."
- Share wins: Aldi listing, award wins, stockist milestones.
Tone: Building-in-public. Transparent. Numbers where possible.
Cadence: 2x/week. Tuesday and Friday.
Hashtag Strategy
Primary (always use 3-5 of these)
#ProKulture
#OrganicKombucha
#IrishMade
#GoodGutFeeling
#CertifiedOrganic
Secondary (rotate based on content)
#KombuchaIreland
#FunctionalDrinks
#GutHealth
#LowSugar
#HealthyDrinks
#IrishBrand
#MadeInKildare
#SmallBatch
#NaturalCultures
Location tags (for stockist posts)
#Dublin
#Kildare
#Naas
#Sallins
#DublinFood
#IrishFood
Trade hashtags (LinkedIn)
#FMCG
#FoodAndDrink
#FunctionalBeverages
#Kombucha
#RetailIreland
#IrishStartup
Content for Stockist Support
When a new stockist comes on board, create these assets for them:
- Instagram announcement post — "Now stocking at [Venue]! [Location]. Pop in and grab a bottle." Tag them.
- IG Story — Photo of product in their fridge/on their shelf. Tag them. Add "NEW" sticker.
- Digital shelf talker — A4 PDF with product info they can print and display.
- Menu suggestion card — How to list ProKulture on their drinks menu (name, description, price).
- Photo of their venue + ProKulture — Send it to them for their own social.
The deal: Every stockist gets a social media feature within 1 week of first delivery. This costs nothing and stockists love it.
Micro-Influencer Seeding Plan
Target: 20 influencers in first 3 months
Who to target:
- Food bloggers with 2K-20K followers (Dublin/Ireland focus)
- Fitness/wellness accounts (yoga, CrossFit, running)
- "Day in my life" TikTokers
- Health-conscious lifestyle accounts
- NOT macro-influencers. NOT paid partnerships (yet).
The approach:
- Follow and engage for 1-2 weeks (genuine comments, story reactions)
- DM: "Hey [name], love your content — especially [specific post]. I make organic kombucha in Kildare and I think you'd genuinely enjoy it. Can I send you a mixed case? No strings, no obligation to post."
- Ship the case with a handwritten note
- If they post: repost everything. DM a thank you.
- If they don't post: that's fine. They might next time.
Target 20 seedings in the first 3 months. Expect 8-10 to post organically.
Influencer DM Template
Hey [Name] — been following your page for a while, love the [specific content reference]. I run ProKulture, an organic kombucha brand based in Kildare. We're in 150+ Aldi stores and I'm expanding to independent venues across Dublin. Would love to send you a mixed case to try — totally free, no obligation. I genuinely think you'd enjoy it. If you're up for it, just send me a shipping address. Cheers, Barry
Campaign Ideas
Campaign 1: "Kombucha O'Clock" (Ongoing)
- Daily IG Story at 3pm: "It's Kombucha O'Clock. What are you drinking?"
- Build a ritual. 3pm = ProKulture time.
- Use the branded countdown sticker.
Campaign 2: "50 Stockists in 50 Days" (Launch Push)
- Document the journey to 50 stockists in real-time
- Each new stockist gets a numbered post: "Stockist #12: The Fumbally, Dublin 8"
- Creates momentum, social proof, and FOMO for venues not yet stocking
Campaign 3: "Behind the Brew" (Monthly Series)
- Monthly long-form reel or TikTok showing one stage of production
- Episode 1: The SCOBY. Episode 2: Flavouring. Episode 3: Bottling. Episode 4: Quality control.
- Educates audience and builds trust in the process
Campaign 4: "Taste Test Tuesday" (Weekly)
- Every Tuesday: hand a bottle to someone who's never tried kombucha and film their reaction
- TikTok + Reels format. High engagement potential.
- "We gave strangers in Dublin free kombucha. Here's what happened."
Campaign 5: "The Gut Health Drop" (Quarterly)
- Limited-edition flavour or packaging for existing customers
- Only available for 48 hours
- Build email list urgency. Drive to website.
Metrics to Track
| Metric | Target | Frequency |
|---|---|---|
| IG followers | +200/month | Weekly |
| IG engagement rate | 3%+ | Weekly |
| TikTok views per video | 1,000+ avg | Weekly |
| LinkedIn post impressions | 500+ avg | Weekly |
| New stockist leads from social | 2/month | Monthly |
| Influencer seedings sent | 5/month | Monthly |
| UGC reposts | 4/month | Monthly |
| Website traffic from social | 200+ visits/month | Monthly |
Content Bank: 30 Post Ideas
- Pour shot of Blood Orange & Turmeric over ice
- "4 flavours. 0 artificial ingredients." flat lay of all 4 bottles
- Product in a cafe fridge — "spotted in the wild"
- Ingredient close-up: fresh ginger root + lemongrass
- "We brew 10,000 bottles a week. Here's how." BTS video
- Stockist announcement: new Dublin cafe
- "What's really in your kombucha?" label comparison
- Barry walking through the brewery
- Taste test: handing bottles to strangers
- "Kombucha O'Clock" 3pm ritual story
- Customer review screenshot
- "Certified organic — here's what that actually means"
- Pink Grapefruit bottle + Saturday brunch flat lay
- "Less than 3g sugar. We counted." infographic
- Before/after: traditional kombucha vs ProKulture (taste, sugar, shelf stability)
- Wild Berry bottle + evening-in lifestyle
- "Our new stockist this week: [Venue]" carousel
- Brewing day timelapse
- "What my mornings look like" founder vlog with ProKulture
- Aldi shelf shot — "find us in aisle [X]"
- "Why we chose organic certification" story post
- Delivery day montage — loading the van, visiting venues
- "3 ways to drink ProKulture" reel (straight, over ice, as a mixer)
- Stockist owner testimonial video (30 sec)
- "The flavour wheel" — tasting notes for each flavour
- Great Taste award announcement (if seasonal timing allows)
- "Day in the life of a kombucha founder" TikTok
- Poll: "Which new flavour should we make next?"
- Collaboration post with a stockist cafe (recipe featuring ProKulture)
- "50 stockists!" milestone celebration post