Organic Social

Fernet-Branca is a 180-year-old heritage brand with a passionate, almost cult-like following — especially within the service industry. The challenge was to grow its organic social presence in a way that felt authentic to its irreverent, insider identity, while operating within an agency environment that hadn’t historically excelled at organic content.

Fernet’s community thrives on humor, inside jokes, and cultural moments that feel raw rather than polished. Traditional advertising wouldn’t resonate. Instead, lightweight, lo-fi, trend-driven content could amplify the brand’s underground mystique and make it feel alive in digital spaces.

We reimagined the agency’s approach to social by establishing a new “Content Creator” role dedicated to making fast, native-first work. Leaning into lo-fi aesthetics, meme culture, and playful POVs, we built a steady drumbeat of posts that felt organic to the audience while still elevating brand relevance.

• Multiple posts crossed viral thresholds, with standout content reaching nearly 2M views

• Consistent social growth and higher engagement with younger audiences

• Established a replicable model for trend-driven, low-cost creative production

• Transformed organic social from a weakness into an engine of brand energy